Contemporary Issues in Marketing
Assignment II
Cian Feeney
15492758

Declaration I hereby certify that this material, which I now submit for assessment as a continuous assessment project in MN356 Contemporary Issues in Marketing, is entirely my own work and has not been submitted in whole or in part for assessment for any academic purpose other than in fulfilment for that stated above.

Signed: ……………………….. Date: ……………………………….

Cian Feeney.

Introduction
The cartoon above highlights the use of online marketing in today’s world. As social media becomes ever more prevalent and the amount of time people spend online increases online marketing becomes a greater and greater tool for marketers and brands alike. …show more content…
The study examines the effects that social media marketing (SMM) activities which include entertainment, interaction and word of mouth, have on customer equity. The results of the study indicate that SMM activities have a significantly efficacious effect on luxury fashion brands future profits. One conclusion drawn from the study is that access to social media communication platforms positively affect brand equity. The study states “the brand's social media platforms offers venues for customers to engage in sincere and friendly communications with the brand and other users, so the brand's intended actions on the social communication scene were positively affecting relationship equity and brand equity as well” (Kim, 2012). This information indicates that by strategically managing a brands SMM it can enhance its customer …show more content…
The benefits of social interactive engagement outlined in (Calder et al., 2009) are crucial to the success of online marketing and are consistently addressed throughout the journal articles. Both (Brodie, 2013) and (Kim, 2012) highlight the importance of creating the appropriate platforms to facilitate and encourage the social interactive engagements discussed in (Calder et al., 2009), while (Kozinets et al., 2010) and (Chen et al., 2011) outline how a brand can best utilise these platforms in order to maximise marketing efficiency. Although online marketing is not yet the dominant medium for marketers it is becoming increasingly significant. Brands who wish to build relationships and improve loyalty with their consumers should look to online