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Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

News

MUMBAI: It has emerged that brands who used social media in their marketing campaigns during this year's Indian Premier League (IPL) got the most out of their sponsorship.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

NEW YORK: Luxury menswear has traditionally lagged behind womenswear, but that is already beginning to change as social media platforms encourage men to try out luxury clothing in new and innovate ways, industry experts have said.

News

SYDNEY: Australian media buyers have expressed concerns over Facebook's viewability metrics, which appear to be well below what is expected, but the social media giant believes that advertisers need to look beyond current standards.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

News

NEW YORK: Brands typically generate very different levels of word of mouth (WOM) in the digital and physical worlds, according to research published in the latest edition of the Journal of Advertising Research (JAR).

News

CHICAGO: For years, Facebook's stated aim has been to "give people the power to share and make the world more open and connected", but now the social media giant is placing much greater emphasis on building communities.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Case Study

This case study shows how Interflora, a flower delivery service, increased sales on Valentine's Day by creating a special, late Valentine's service that helped forgetful Danish men offer bouquets without being blamed for the their lateness.

Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study shows how Intersport, a sports retailer, successfully launched its new running collection by enticing Czech consumers to run and share their routes in order to win growing discounts in-store.