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Cases and Analyses of Companies Leveraging Social Media

In: Social Media Monetization

Author

Listed:
  • Francisco J. Martínez-López

    (University of Granada, Department of Business Administration 1)

  • Yangchun Li

    (Zhejiang University of Technology, School of Management)

  • Susan M. Young

    (Fordham University, Gabelli School of Business)

Abstract

This chapter aims to present the newest practices in social media marketing. We provide details of these practices and explain why the analyzed companies are considered winners in the era of social media. Nine cases of companies leveraging social media are introduced. This chapter focuses on how these companies use social media; therefore, their corporate strategy and business policy (matters of secondary interest for our purposes) are only concisely mentioned. We have included traditional retail brands such as Nike and Estée Lauder as well as online retailers such as Amazon and Pinduoduo. These companies have been chosen due to the success of their social media strategies.

Suggested Citation

  • Francisco J. Martínez-López & Yangchun Li & Susan M. Young, 2022. "Cases and Analyses of Companies Leveraging Social Media," Future of Business and Finance, in: Social Media Monetization, chapter 9, pages 115-134, Springer.
    • Handle: RePEc:spr:fuobcp:978-3-031-14575-9_9
    DOI: 10.1007/978-3-031-14575-9_9
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