Case Study about how Companies Communicate their Brands on Social Media

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http://www.internetstatistik.se/artiklar/sa-manga-svenskar-anvander-sociala- medier/ [2015-05-17] https://instagram.com/press/ [2015-05-17] Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. Keller, E. "Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth." Journal of Advertising Research 47, 4 (2007): 448-452. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155. Keller, Kevin Lane (2009) “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol. 15 Issue 2/3, p139-155. Koh, Anthony C & Pentina, Iryna. (2012) Exploring social media marketing strategies in (International Journal of Internet marketing and advertising) SME:s, Volume 7 number 4, Bucks: Inderscience Publishers Luo, X., & Donthu, N. (2006). Marketing's credibility: A longitudinal investigation of marketing communication productivity and shareholder value. Journal of Marketing, 70(4), 70-91 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. Miles, & Huberman. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks: Sage Publications. OECD. (2007). Participative web and user-created content: Web 2.0, wikis, and social Safko, L. (2012) Social media bible : tactics, tools and strategies for buisness success, 3rd Edition, New Jersey: John Wiley & Sons. Sherif, M., & Hovland, C. I. (1961). Social judgment: Assimilation and contrast effects in communication and attitude change. Steffes, E. M., and L. E. Burgee. "Social Ties and Online Word of Mouth." Internet Research 19,1 (2009): 42-59. Swatman, P. M. C., Krueger, C., Van der Beek, K. (2006), “The changing digital content landscape: an evaluation of e-business model development in European online news and music”, Internet Research, Vol. 16, No 1, pp. 53-80. Kelly, J. (2014) Social Media Marketing Use in Georgia ́s Insitutions of Higher Education (University Honors Program Theses), Georgia: Georgia Southern University 49

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