Social media provides a platform for the consumers to voice their opinions regarding social issues. An example in the textbook is backlash against Starbucks “Race Together” campaign; they were criticized for capitalizing on “racial tensions” (Laudon & Laudon,2017, pg.397)
-Another issue not covered in the textbook is security issues; often big businesses such as Adidas in June 2018 had stated that their U.S. website had been hacked and customer information may have leaked. 3.Give an example of a business decision in this case study that was facilitated by using social media to interact with customers Lowe’s Brand Engagement Towards Millennials:-Lowe’s used specifically Facebook and Snapchat to reach out to its younger customers in order toengage with the customers and build their brand.-Lowe’s utilized a video format called “FlipSide” through Facebook which allows two videos to play simultaneously. One side of the video was used to display proper home care and the other side showing the implications of bad home care. -Lowe’s utilized another video format through Snapchat to make a series called “In-a-Snap” to demonstrate simple home improvement projects-Using these two social media websites, Lowe’s has been able to increase their brand engagement with specifically younger customers and allows the customers to think of Lowe’s as more than just “its products and services” (Laudon & Laudon, 2017, pg.396)
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