104

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Abstract

In recent years, social media is booming and has become one of major important
marketing communication tools used in various fields. However, current research
mainly focus on the composite elements of social media application and individual
application cases and practices. However, there is no any study related with the
operating practices a firm used in its social media. In this explorative research, we
intend to explore the operating process of social media which are really used for
marketing communication inside a firm.
We used the explorative case study approach to examine how domestic and foreign
cosmetics firms in Taiwan use social media for their marketing communication and
propose an operating process for further implications and research.
Our study shows (1) Even though the firm decide outsourcing, they will check
the final content to make sure the content is consistency of brand concept and image
(2) In order to have a comprehensive strategy and meet the firms needs, firms should
develop the position and possibilities on each social media after gathering
information. (3) With the trend of information visualization, firms should
communicate with customers by image and visual content. (4) The research result of
social media really processes in this case is same with a honeycomb framework by
Kietzmann et al (2011). This research provides new insights about using social media
in practices and further discussions and implications are discussed at the end of this
thesis.

Key Wordscosmetics industrysocial media applicationcase study


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1.....................................................................................4
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7Honeycomb framework.............................18
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