This paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process. / text

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Analysis of online social network traffic can identify a cascade as it flows through a community but, often, the reasons for its initiation are tacit. Commercial measures of online influence focus on the consequences of influence not the causes and have been criticized as lacking efficacy. This research uses social capital and personal influence theories to investigate the characteristics and behaviours that allow certain network nodes to be able to cascade ideas (or memes) through networks. The relationships between structural, relational and cognitive sources of social capital and two distinct dimensions of influence are investigated using: interviews with experts in the field, focus groups of social network users and 1,970 respondents from three large-scale online communities. Data has been analysed using Structural Equation Modelling (SEM) and allows the researcher to develop robust conclusions on the antecedents to influence. These help to explain recent contradictory findings by different researchers in studies using Social Network Analysis (SNA). The dimensions of influence measured are: respondents’ intention to propagate the message and; the extent to which the message has affected their perception of the subject. The model of influence that leads to both dimensions is strikingly similar; presenting strong support for the notion that contagion-based cascades through networks are predictors of perception change. The paper proposes a bridge between the theories of social capital and personal influence and this is considered an original contribution to these well-established theories. Techniques are suggested which can help organisations to identify opinion-leaders and, if required, subvert or redirect the nature of their influence. Other applications are considered in the fields of: Innovation (identification of lead users); Virtual Organisations (engaging with informal leaders and influencers in networks); Cyber- Defence (identification and subversion of online radicalisation).

Introduction: Young people with Autism Spectrum Condition (ASC) have been shown to be at higher risk of many negative factors associated with internet use. However, many anecdotal reports have suggested that social media can have a positive impact on young people with ASC, with the emergence of social media for the ASC population being compared to the emergence of sign language in the deaf community. This has been hypothesised to be due to online communication lessening “the emotional, social and time pressures experienced in offline situations” (Benford and Standen, 2009 p.2). Method: This research explored young people (aged 14-19) with ASCs’ digital identity and how they feel it relates to; relationships, psychological well-being and life outcomes. Phase one data collection was through a questionnaire formed of three standardised measures to assess; digital identity (the Autism Digital Identity Scale, adapted from the Deaf Acculturation Scale; Maxwell-McCaw & Zea, 2011), relationship formation (the Friendship Scale; Baron-Cohen & Wheelwright, 2003), and well-being (the Moods and Feelings Questionnaire; Angold & Costello, 1987). Four questions on a Likert scale were used to ascertain views about life outcomes. For phase two, participants were asked to contribute to an online forum, where a qualitative thematic analysis and a systematic qualitative analysis were undertaken to find any phenomena occurring. Two participants were chosen as case studies. Results: A relationship was found between those who identify as non-autistic online and enjoy close relationships. A relationship is found between those with an autistic digital identity and those who feel that the internet will support their life outcomes with regards to forming relationships. A negative correlation was found between non-autistic digital identity and believing the internet will improve both work and life outcomes. A variety of sub-categories arose from the qualitative analysis, including; choosing/disclosing a non-autistic digital identity, advantages to online communication, removal of eye-contact/time pressures online, making new friends, online social support and confidence in online interaction. Discussion: The findings from both phase one and phase two are discussed in relation to previous research. Potential areas of further research are discussed, while highlighting a paucity in research for training appropriate use of social media for young people with ASC.

This thesis revolves  around the implementation and design of a social discovery web service called Go&Grow whose beta version was launched in september 2012. The aim of this study was to conduct a theoretical analysis of service design, putting it in comparison to other design disciplines, and finding key points in designing this web service. Another purpose was to start the implementation of the service using the web framework Django and further to evaluate different web techniques used to build such a system. Methods applied in this study were taken from literature describing the service design process.Based on these ndings, the identication of persons that should be involved in the design process was found. Also, prototypes of the design proposals were created to test user interaction and experience. The system has been implemented by using web techniques including Python and the Django framework, HTML, CSS, AJAX and JavaScript. Bothback-end as well as front-end development has been perfomed, though this thesis mainlyfocuses on the front-end aspects of implementation.The results of the study were a new design proposal of the web site as well as a launchedbeta version of the Go&Grow service.

AbstractTitleComplaints Handling and Social MediaPurposeThe purpose of the project is to describe how companies conduct complaints handling in socialmedia and how they listen, talk and energize with the help of social media in terms of complaintshandling.Research QuestionsHow do companies perform complaints handling in social media? How do companies listen, talkand energize in social media in terms of complaints handling?Theory and ConceptsComplaints handling; encouraging customers to voice a complaint; the role of front-lineemployees in complaints handling; the role of compensation in complaints handling; socialmedia and relationship marketing; listening in social media; talking in social media; energizingon social mediaMethodologyThe study is descriptive with deductive approach. The research is qualitative and the researchstrategy is one-to-one interviews. Interviews were conducted with social media representatives ofBeeline, SAS supermarkets’ chain and Figaro restaurant group in Armenia.ConclusionsFrom the research it was concluded that SAS supermarkets’ chain and Figaro restaurant group interms of complaints handling mainly embrace the relationship potentials social media provides.That is they listen to complaints on social media; they always response to complaints either bytaking proactive measures or describing the situation; however, they do not energize customerswith stories about successful complaints handling experiences. While, in terms of complaintshandling, Beeline does not use the tools of listening, talking and energizing properly. It was alsoconcluded that both SAS supermarkets’ chain and Figaro restaurant group conduct complaintshandling in social media environment mainly in accordance to theories about how successfulcomplaints handling can be done, while Beeline does not.

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Thesis (Ph.D.) -- University of Texas at Arlington, 2007.

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The importance of consumers’ active engagement in a firm’s online brand community in social network sites has received increasing attention from both academia and industry. The study applied a Netnography of the official Popchips Facebook community to provide a baseline understanding of the consumer-firm relationship in this type of environment. Unlike more traditional studies that focus on brand communities for niche or luxury brands, this study dealt with a convenience product called Popchips. It is also one of the brands that utilized a strong social media strategy to communicate to its consumers. Findings suggested four classifications of a fan signifying their relationships with the company: ‘pending relationship status’, ‘it’s complicated’, ‘in a relationship’ and ‘married’. This study provides useful managerial implications for marketers who want to tap into this new marketing communication tool and medium, for the purpose of building stronger relationships with their consumers.