Social Media Marketing in Manufacturing Industry: A content analysis of Mongolian Cashmere Companies’ Use of Facebook

• Main Author: Sondor Khuderchuluun
• Other Authors: Nguyen Cong Hoang
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jvwtgx

碩士 === 長榮大學 === 經營管理研究所 === 106 === Keywords: Facebook page, Cashmere industry, Mongolia, 4Ps’ In a world that is driven by technology, social media sites are increasingly becoming a prominent promotion and marketing tool for companies. The advantage of social media websites is that they allow people to develop and maintain relationships with people are located geographically apart. Moreover, social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. Also technology in everyday life has enabled access to numerous sources of information regardless of time and place. This study aims to describe evidence of Mongolian Cashmere Companies’ use of Facebook and initiated an investigation on how cashmere companies employ Facebook as a tool to engage and interact with their customers. The qualitative method is applied in this research which has two phases including Facebook wall posts and interview with the commenters who leave comment on posts. Content analysis method was applied to analyze the data. The analysis shows that Mongolian cashmere manufactures in this study focus on heavily 2Ps in their post content including product, and promotion. In this study, most of all posts have big number of likes, shares and comments. Most of FB followers who commented (questions) on discussion board are interested in purchasing. However, the results show that those companies seem ‘ignore’ those potential customers when they did not reply their questions or contacted those commenters via message.