INTRODUCTION

Looking way back into the history of the internet where social media might have evolved from, a
clear understanding of related concepts can be derived. In 1979, Truscott and Ellis from Duke
University created the Usenet, a worldwide discussion system that allowed users to post public
messages. It includes all digital media technologies such as, digital video, blogging, podcasting,
forums, review-sites, social networking, mobile phone photography and wikis.

.Social media has been growing tremendously and has delivered astronomical numbers of users
in less than 10 years [1]. The application of social media for increasing commercial profitability
and increasing customer numbers is now well established in many worldwide firms and
industries. The objective of this study was to determine the use of social media in the football
industry. It aimed to ascertain if football teams are using social media sites in an effective
method when communicating with their global fan base. This study first reviewed which social
media functions each team used for their communication and interactions with fans. The second
part analyzed the statistics for each team to provide an overall picture of the various leagues to
determine the effectiveness of league use of social media functions.

Joanne Kuzma(2014). A Study of the Use of Social Media Marketing in the Football Industry:
Journal of Emerging Trends in Computing and Information Sciences. 5(10), 728-738

Social media is defined as “a group of Internet based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the creation and exchange of user-
generated content” With the emerging potential of social media marketing for companies
worldwide and prevalent gaps in social media research with an eye on both consumers and firms,
the purpose of this article is three-fold. First, we investigate all articles in the Journal of
Promotion Management since 2007 outlining ‘social media marketing’ as research area where
social media strategies have been studied and applied.

Saidat Abidemi(2018). Ten Years of ‘Social Media Marketing’ Research in the Journal of
Promotion Management: Research Synthesis, Emerging Themes, and New Direction: Journal of
Promotion Management 0(0), 1-24.
Social media refers to “online tools where content, opinions, perspectives, insights, and media
can be shared … (and) at its core social media is about relationships and connections between
people and organizations. Use of social media sites such as Facebook, LinkedIn, Youtube, and
Twitter have already stretched to almost every luxury fashion brand and been appraised as
business take-off tools. Superior technology has started providing advantages to the luxury
fashion industry while brands and customers are building and corroborating relationships via the
social media sites. With the advent of these interventions, brands feel relaxed in introducing
themselves and provide highly customized information while engaging in a casual / relaxed
interaction with customers.

Vikram Sharma(2017). The Mediating Role of Customer Relationship on the Social Media
Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion
Brands: Journal of Promotion Management. 0(0), 1-17.

: the interaction on social networks stimulates a business sharing that turns the consumer into an
active player able to affect business decisions; moving from the firm’s customer-centric
orientation, the consumer empowerment may be seen as a process of delegation to the consumer
also in strategic decisions. The company tends to yield increasing amounts of decision-making
power to its customers in improving existing products and in creating new ones, thus stimulating
a new process of democratization, which, according to some authors, affect internal development
processes. research objective is to fill a gap present in the literature and so to verify whether the
product improvement is positively affected by web and social media marketing actions such as
the presence on social networks.

Contò, F. (2016). Social Media and Societal Marketing: A Path for a Better Wine? Journal of
Promotion Management, 22(2), 268–279.

Social media is a natural extension in the communications world. The Chartered Institute of
Public Relations ([CIPR], 2010; Kitchen, 2010) define social media as the term commonly given
to websites, online tools, and other interactive communication technologies which allow users to
interact with each other in some way, either by sharing information, opinions, knowledge, or
interests. Social media are often defined in narrow terms (Tuten, 2008) and regarded as
synonymous with social networks like Facebook and MySpace.

Papasolomou, I., & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ New Best
Friend. Journal of Promotion Management, 18(3), 319–328.

While Facebook has grown exponentially for individuals seeking new ways of connecting with
other individuals, the social media website has also become increasingly more popular with
companies looking to create a brand or enhance their current brand. Justin Smith, author of The
Facebook Marketing Bible, says that Facebook now is the new way to get the word out and bring
people in. Thus, the objective of the present study is to analyze the way beauty companies use
Facebook to engage and interact with their fans, consumers, and clients.

Shen, B., & Bissell, K. (2013). Social Media, Social Me: A Content Analysis of Beauty
Companies’ Use of Facebook in Marketing and Branding. Journal of Promotion Management,
19(5), 629–651.

Adhiambo, C. (2012). Social media as a tool of marketing and creating brand awareness:
University of Applied Sciences