Interactivity and social media marketing: Case study of Taiwan companies

  • Yang Y
  • Huang E
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Abstract

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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Authors

  • Ya-Hui Yang

  • Echo Huang

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