Interactivity and social media marketing: Case study of Taiwan companies

  • Yang Y
  • Huang E
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Social media brings new opportunities for companies to gains benefits from domestic and foreign markets. Based on literature review and three real cases, this paper attempts to answer the question: “How to gain benefits from using social media for marketing?” After analyzing the social media marketing campaigns of three cases in Taiwan, this study concludes (1) social media use: combining different social media properties to achieve specific marketing goals, and (2)interaction with customers: creating a highly interactive online environment for two ways communication with customers and potential customers. Recommendations are proposed in the final section.

Author-supplied keywords

  • Interactivity theory
  • Social media
  • Social media marketing

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  • Ya-Hui Yang

  • Echo Huang

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