ABSTRACT
Social networking sites are essentially self-promoting, in that users spread the word for the sites. In a world where instant communication prevails, tweets, re-tweets, and viral messages, not to mention video clips, projected via an array of digital platforms are the quickest means of spreading a marketing message. The more quickly social networking sites grow, the more quickly the content uploaded to them spreads. This viral quality is therefore an appealing way for businesses to market their products and services. Social media platforms are sophisticated enough to enable specific targeted advertisements (e.g. on Facebook) or to enable companies to provide adverts and links to existing offerings such as online shops on their website. A tweet, for example, could have the direct link embedded along with an advert highlighting the arrival of the company’s latest products or services. It is for these reasons that many advertisers have chosen to conduct consumer promotions involving social media to generate attention to and participation in their promotions. Public image for celebrities, in particular, is a potentially lucrative source of revenue, allowing celebrities to engage directly with their fan base. Getting a re-tweet or a favourite from a celebrity is a modern-day equivalent of an autograph.
