Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 17, Problem 1C
Summary Introduction
Case summary:
Person S promotes his own brands using social media. As many people are using social media he uses many techniques to promote his brand. Because of the techniques, there were many followers in social media. The main advantage of social media is that he could talk directly with his fans. His main strategy was to infuse the promotional message with his own personality.
To discuss: The reasons for buying the products after the promotional message made by Person S.
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Jen Hsieh is a college student with a love for fashion who shares outfits and fashion sense on Jennifhsieh, her fashion blog. Her social influence earned her an invitation to Kate Spade’s New York fashion week presentation, after which she blogged, “I had to keep myself from drooling” when describing the collection. Digital influencers like Jen are often paid to write product reviews on their blogs and to post pictures of themselves on sites such as Pinterest and Instagram wearing clothes given to them by the sponsor. Some are given all-expenses-paid trips to events. For example, Olivia Lopez, a personal-style blogger with a site called Lust for Life, was invited by Samsung to the South by Southwest and Lollapalloza music festivals and provided a phone with which to post pictures for her 90,000 Instagram followers. The hashtag “#thenextbigthing,” which is used in Samsung’s product promotions, was included in her posts. Otherwise, Olivia included no indication that Samsung provided…
Jen Hsieh is a college student with a love for fashion who shares outfits and fashion sense on Jennifhsieh, her fashion blog. Her social influence earned her an invitation to Kate Spade’s New York fashion week presentation, after which she blogged, “I had to keep myself from drooling” when describing the collection. Digital influencers like Jen are often paid to write product reviews on their blogs and to post pictures of themselves on sites such as Pinterest and Instagram wearing clothes given to them by the sponsor. Some are given all-expenses-paid trips to events. For example, Olivia Lopez, a personal-style blogger with a site called Lust for Life, was invited by Samsung to the South by Southwest and Lollapalloza music festivals and provided a phone with which to post pictures for her 90,000 Instagram followers. The hashtag “#thenextbigthing,” which is used in Samsung’s product promotions, was included in her posts. Otherwise, Olivia included no indication that Samsung provided…
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Contemporary Marketing (MindTap Course List)
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