Background: In marketing today, influencer marketing has become a very efficient tool for companies within the beauty and fashion industry. With the utilization of social media and social media influencers, it become easy for brands to promote products and reach large audiences. Today's teenagers and young adults are part of a very digital-oriented generation and are fond of social networks. Therefore, they are the primary target of companies using this strategy. Aim: The aim of the study is to research how companies within the beauty and fashion industry use influencers and social media to influence consumers and especially the adolescent and young adults. But also, to determine what are the impacts of this influence on the behavior and especially the purchasing behavior of the consumers. Research questions: RQ1: How do the influencers within the fashion and beauty industriesinfluence using social media? RQ2: How the influencer marketing strategy impacts teenagers and young adults' behavior and purchasing behavior? Method: A qualitative research including three interviews of influencer in the fashion and beauty industry, two interviews of brand within the fashion and beauty industry and seven interviews of followers following the influencers previously mentioned. The study used three perspectives, as all the parts are linked together and in order to have more reliable findings thanks to the triangulation of data. Findings: Brands, thanks to social networks and influencers, have a real power of influence on young generations of consumers. Consumers identify and create links with influencers, which drives them to follow influencers recommendations. This relationship impacts young consumers on different level. Indeed, followers tend to purchase what the persons they idealize use or wear, being the influencers in this case. Thus, even if partnerships are a strategy used a lot by brands, it is not the only one. Today, brands are aware of the behavior of consumers, and they know that their sales will improve if an influencer post any type of content with their products and especially if they are not paid to do it. In fact, followers have more trust toward what is said by an influencer when there is no paid collaboration involved. That’s why on top of partnership, where the influencer perceives a remuneration, brands also send them gifted products in the hope that the influencer will use them.

Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.

Purpose: The purpose of this study is to investigate how sustainability can be used in social media marketing to create trust and commitment in B2B relationships with all stakeholders.  Method: Multiple case study with an abductive approach, data collection through nine semi-structured interviews and several sources of secondary data. Conclusion: Sustainability in SMM is used to create a better brand image and contributes to finding new business partners while also improving existing relationships with various stakeholders. However, in a B2B context, the offline activities of physical meetings are still of high importance for creating trust and commitment.

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Yes / The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.

Yes / This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.

This qualitative study focuses on how social media policies and guidelines are used in practice within nine different Swedish industrial B2B companies. This study identifies their social media policies and guidelines in order to examine its content and investigates how the participating companies use their social media policies and guidelines in their marketing activities according to the interviewees. A qualitative research method with nine semi-structured interviews has been conducted and analyzed with a thematic analysis by using research and theory within the chosen subject.The findings of this study reveals that the companies have social media policies and guidelines in place in order to satisfy different needs, hence, some of the companies use it as a fundamental framework, while other companies incorporate it to a greater extent and use it as a way of handling risks.Through its managerial and social media policies and guidelines implications, this study contributes to the identified research gap regarding how social media policies and guidelines usage in B2B industries by providing insights from practice.

La presente investigación tiene por objetivo identificar qué acciones de Social Media Marketing (SMM) influyen en la satisfacción experimentada después de la compra y en la intención de recompra. Las dimensiones de SMM que se incluirán en el estudio son el contenido, la personalización, la información, la interacción y las recomendaciones. Esta investigación busca entender la relación entre estas variables en el contexto de los nuevos emprendimientos surgidos durante la pandemia en la red social Instagram y relacionados con las categorías de pastelería, repostería y comida rápida. El objetivo es poder determinar qué acciones son más influyentes para generar satisfacción y recompra en el caso de los nuevos negocios El desarrollo de la investigación se delimitará a la zona de Lima Metropolitana y la ciudad de Huaraz, región del departamento de Ancash. La muestra estará compuesta por 400 personas que hayan comprado en este tipo de emprendimientos al menos una vez en los últimos seis meses. El estudio que se realizará tendrá un enfoque cuantitativo, de tipo explicativo y transversal y utilizará el modelado de ecuaciones estructurales (SEM) para el análisis de los resultados. / The present research aims to identify which Social Media Marketing (SMM) actions influence post-purchase satisfaction and repurchase intention. The SMM dimensions to be included in the study are content, personalization, information, interaction and recommendations. This research seeks to understand the relationship between these variables in the context of new ventures emerged during the pandemic on the social network Instagram and related to the categories of pastry, confectionery and fast food. The objective is to determine which actions are more influential in generating satisfaction and repurchase in the case of new businesses. The development of the research will be delimited to the area of Metropolitan Lima and the city of Huaraz, region of the department of Ancash. The sample will be composed of 400 people who have purchased in this type of business at least once in the last six months. The study will have a quantitative, explanatory and cross-sectional approach and will use structural equation modeling (SEM) to analyze the results. / Trabajo de investigación

I samband med att dagens konsumenter blir allt mer medvetna om de globala, sociala och miljömässiga konsekvenser som vår konsumtion medför, har det på senare år ställt större krav ett på företagens arbetssätt mot ett mer hållbart och etiskt verksamhetsutövande. Av denna anledning har företagens ansvarstagande för miljön och samhället blivit en central fråga i företagsekonomiska diskussioner, även känt som Corporate Social Responsibility (CSR). Syftet med CSR- strategier är att ett företag, på eget bevåg integrerar sociala, miljömässiga, ekonomiska eller/och etiska hänsyn i sin affärsmodell, samt i relation till intressenter, utöver vad lagen kräver. CSR blir allt vanligare bland företag att använda som ett verktyg för att kommunicera sitt CSR-arbete är via sociala medier. Den ökade användningen av sociala medier har förändrat kommunikationen för både företag och konsumenter, då det har skapat nya möjligheter att integrera med varandra. Användningen av sociala medier kan därmed vara ett effektivt verktyg inom marknadskommunikation, då det kan användas som en direkt kommunikation till sina målgrupper, samt användas för att bygga, bevara och vårda relationen till sina konsumenter. Vidare har sociala mediers användning också ökat transparensen, då det skapar en tillgänglighet till information om företag, som konsumenter tidigare inte fått tillgång till. Detta ställer därmed krav på att företagens marknadskommunikation, inte minst inom CSR hanteras effektivt, då CSR är ett starkt debatterat ämne bland dagens konsumenter. Många företag ser möjligheterna med att använda sociala medier, däremot om det inte används eller hanteras rätt, kan det likväl visa sig vara ett hinder som det är en fördel. Eftersom sociala medier skapar en möjlighet för konsumenter att lämna feedback, som i många fall inom CSR kan vara negativt, skapar det också möjligheten till att enkelt sprida Negative Word of Mouth (NWOM), dvs negativa budskap om ett företag. Att kommunicera CSR på sociala medier kan således upplevas som en utmaning för företag. Kan företag hantera sociala medier kan det användas som ett effektivt marknadskommunikationsverktyg. Därför är det betydelsefullt att använda tydliga strategier som kan hantera möjliga konflikter som kan uppstå i samband med diskussioner om CSR på sociala medier. Behandlar företag inte konflikterna kan det påverka konsumenters attityder och köpintentioner, och slutligen deras relationer till ett varumärke. Syftet med studien är att undersöka och observera strategier inom marknadskommunikation med CSR-inriktning på sociala mediet Facebook [Facebooksidor]. Vidare kartlägger studien möjliga utmaningar som de observerade strategierna medför inom kosmetikabranschen, i syfte med att få en ökad förståelse för strategihanteringar inom marknadskommunikation. För att undersöka CSR-kommunikation på sociala medier har studien avgränsats till kosmetikabranschen som en empirisk kontext, då det i dagsläget pågår stora diskussioner om CSR inom branschen. Studien resulterade i en CSR-integrerad relationshanteringsmodell och som observerade två huvudkategorier: Verbala och Icke-verbala relationshanteringsstrategier. Dessa innefattar fyra olika hanteringsstrategier; tillmötesgående, defensiv, censurerande och oengagerade. Studien resulterade även i vilka utmaningar, dvs svårigheter företag har när de använder sociala medier [Facebooksidor] inom CSR. Det observerade tre omfattade utmaningar; (1), det är svårt att kompensera en missnöjd konsument ämnen inom CSR går bortom transaktionen och är mer baserat på en individs emotioner. Då CSR är ett komplext ämne, blir det utmanande för företaget att kompensera en missnöjd kund då CSR handlar om att integrera socialt och miljömässigt ansvarstagande i hela företagets affärsmodell. (2) CSR-diskussioner är svåra att hantera för företag med traditionella kundservice-strategier inom social media marketing och webcare. (3) Företag som inte har CSR integrerat i sin affärsmodell från grunden har svårt att skapa, bevara och vårda relationen till sina konsumenter inom CSR-diskussioner. / As today's consumers become increasingly aware of the global, social and environmental consequences that our consumption brings, has in recent years influenced companies' way towards business ethics and sustainability. Therefore, corporate responsibility for the environment and society has become a central subject in business decisions, also known as Corporate Social Responsibility (CSR). The purpose of CSR is to encourage and integrate the work of ethical, financial, social and environmental aspects of business processes, and in relation to stakeholders, in addition to what the law requires. One tool that is becoming more common among companies when communicating their CSR work, is via social media. The increased use of social media has changed the communication for both companies and consumers, as it has created new opportunities to integrate with one another. The use of social media can thus be an effective tool in market communication, as it can be used as a direct communication tool to its target groups, as well as be used to build, maintain and nurture the relationship with its consumers. In addition, social media has increased the transparency, as it creates accessibility to information, whereas the consumers have more information and insight about companies today. Which demands on companies' marketing communications to be handled effectively, not least in the field of CSR, since social responsibility is a highly debated topic among today's consumers. Companies are becoming more aware of the possibilities of using social media, however, if it is not used or handled properly, it can also prove to be an obstacle as it is an advantage. Since social media creates an opportunity for consumers to provide feedback, which in many cases within CSR can be negative, it can also create the opportunity to easily spread Negative Word of Mouth (NWOM). Thus, communicating CSR on social media can therefore be a challenge for companies. If companies can manage social media, it can be used as an effective marketing communication tool. Therefore, it is important to use strategies that can handle possible conflicts that may arise in discussions of CSR on social media. If it is not handled, it can affect consumers' attitudes and purchase intentions, and ultimately their relationships with a brand. The purpose of this study is to investigate and observe strategies in market communication with CSR discussions on the social media platform, Facebook [Facebook pages]. Furthermore, identify possible challenges that the observed strategies pose, with the aim of gaining an increased understanding of strategy management in market communication. To study CSR communication on social media, the study has delimited to the cosmetics industry, as an empirical context, due to currently great discussions about CSR among consumers. The study resulted in a CSR-integrated relationship management model and observed two main categories: Verbal and non-verbal relationship management strategies. which includes four different management strategies; accommodating, defensive, censorship and non-engaging. The study also resulted in different difficulties companies have when using social media [Facebook pages] within the field of CSR. It observed three major difficulties/challenges; (1) It is difficult to satisfy a displeased consumer within the concept of CSR, due to the concept of CSR goes beyond the transaction and it is more based on an individual's emotions. As CSR is a complex subject, the difficulty of compensating a dissatisfied customer becomes challenging as CSR is about integrating social and environmental responsibility into the entire business model. (2) CSR discussions are difficult to manage for companies with traditional customer service strategies in social media marketing and webcare. (3) Companies that do not have integrated CSR into their business model from start, finds it difficult to create, maintain and nurture the relationship with their consumers within CSR discussions.

Today many companies are using influencers in the marketing strategy. However, there is an expressed need for more research on the topic influencer marketing and on how the marketing strategy should be formed in order to match and facilitate the growth of a company. Therefore, this thesis aims to fill these gaps in literature by forming an influencer marketing strategy in a growth perspective. The goal is to manage the risks with influencer marketing and contribute to the literature with more research in the topics growth and influencer marketing by answering the research questions: How can influencer marketing affect the growth of a company? And How can an influencer marketing strategy be formed to favour growth and manage the risks with influencer marketing? In order to answer the research questions both qualitative data from seven interviews with experts on the topic influencer marketing and quantitative data from a survey regarding the usage of social media. This thesis indicates that influencer marketing can promote growth but needs to be adapted according to which growth strategy the company chooses. The benefits of influencer marketing are intangible, while the risks can be handled through working more strategically and stepping away from the more common trial and error approach. The findings from this thesis are relevant for companies that operate in the demanding business landscape of today, striving for growth through various growth strategies and are invested in influencer marketing. Furthermore, the findings are relevant for anyone interested in how risks with influencer marketing can be managed and how the strategy can favour firm growth. / Idag använder många företag influencers i sin marknadsföringsstrategi. Det finns ett behov av mer forskning inom influencer marketing men också i hur en marknadsföringsstrategi ska utformas för att gynna tillväxt inom ett företag. Den här masteruppsatsen strävar därför efter att fylla gapet i litteraturen genom att forma en influencer marketing-strategi som gynnar tillväxt. Målet med uppsatsen är formulera en strategi i syfte att minska riskerna med användandet av influencer marketing och bidra till litteraturen inom influencer marketing och företagstillväxt genom att besvara de två forskningsfrågorna: Hur kan influencer marketing påverka ett företags tillväxt? samt Hur kan en influencer marketing-strategi utformas för att gynna tillväxt i ett företag och minska riskerna med användandet av influencer marketing? För att besvara dessa två frågor har både kvalitativa data i form av sju intervjuer med experter inom influencer marketing och kvantitativa data från en undersökning om användandet av sociala medier genomförts. Resultaten visar att influencer marketing kan gynna tillväxt i ett företag, men måste anpassas till vilken tillväxtstrategi företaget väljer. Influencer marketing bidrar med immateriella tillgångar som är svåra att replikera medan riskerna kopplade till influencer marketing kan hanteras genom att jobba mer strategiskt och som bygger mindre på “trial and error”. Resultaten är värdefulla för företag som verkar i dagens krävande affärslandskap, strävar efter tillväxt och har investerat i influencer marketing. Resultaten är dessutom värdefulla för alla som är intresserade av hur riskerna med influencer marketing kan hanteras och hur den kan kopplas till företags tillväxtstrategier.