Module BUSINESS AND SOCIAL APPROACHES TO SOCIAL MEDIA – OPPORTUNITIES AND ISSUES –
Advertisers are increasingly relying on user-generated content (UGC) and co-creation to market goods and services. Explain your understanding of the significance of social media for marketers through a case study.
Chosen case : Coca cola using social media platforms in marketing campaigns encouraging UGC and co-creation with the The hashtag #shareacoke
The case study must have two main components;
Theories – A theoretical discussion of the issue or issues (academic literature/discussion from academic sources)
Application of the theory (or theories/academic literature) discussed with reference to the case example of choice –this can be a social phenomenon, event, organization, web site, political event, etc.
2. In your theoretical discussion you should define key terms and critically engage with the literature on the topic. Critical engagement is not just a regurgitation of the theory but assessing its strengths, limitations and your judgement of its relevance to how it can be applied to the case study you have chosen.
3. Pay attention to the introduction. Use the introduction to set out the parameters of your study (i.e. what you will be doing in the case study).
4. Demonstrate how much you have engaged with the literature you are using through citations and references. Your case study must have adequate academic references and citations. Overuse of one reference is a good indication you may not have read widely.
Instead of personal opinions seek to use informed analysis to engage with the material.
Your essay can be structured in two parts if you wish where you discuss the theoretical component in the first half, and apply these to your case study in the second half. Both an introduction and conclusion are important parts of your structure. Sub-heads are useful in signposting your reader to the logic of your structure.
Use your introduction to interpret the question and to signpost how you are going to answer the question. It is best not to ramble but to get to the point. Once you have set out your intent – you should deliver in the execution of your essay. This means whatever you pledge to do in your introduction should be followed through.