Date of Award

4-20-2015

Document Type

Research Paper

First Advisor

Kristen Smirnov

Abstract

This project is a study which discusses social media’s popularity which has greatly increased due to the advancement of smartphones and the Internet. With the use of social media getting bigger, businesses are spending more money in efforts to market, advertise, promote and communicate using various social media platforms as well as using social media marketing tools like online surveys and rating systems. Social media tools (which also include reviews and social analytics) are used as research tools to gather web traffic information and other helpful data to help improve a business’ marketing effort and also allows for the consumer to voice their concerns, interest or opinions. This project focuses on the components on which social media attributes into marketing as well as the development of running a social media campaign by designing a marketing plan for a small start-up clothing brand, Force Majeure. The marketing plan is centered on increasing Force Majeure’s main website’s online presence though the power of social media using platforms such as Facebook, Twitter, and Instagram.

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