Marketing in Social Media

The paper is a qualitative exploratory research on social media marketing which on the purpose to find a proper strategy for companies in constructing and implementing social media channels. The paper also analyzed the necessity for social marketing communication. Brand awareness and social network theory is the fundamental theoretical framework in this paper. By using appropriate social media channels, it is expected to build mutually beneficial interaction with companies’ customers and obtain useful feedbacks efficiently for products or services. Besides, theoretical analysis and empirical data analysis are elaborated in the paper in order to provide clear arguments. NIKE is selected to set an example in using social media with marketing purposes. Finally, the conclusion is drawn to summarize the research.