Corporate Marketing Strategy Using Social Media: A Case Study of the Ritz-Carlton Seoul

Journal of Asian Finance, Economics and Business, Vol. 4, No. 1, pp. 79-86, 2017; ISSN: 2288-4637. DOI/10.13106/jafeb.2017.vol4.no1.79

8 Pages Posted: 20 Dec 2017

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Michael Kwag

Boston University - Department of Administrative Sciences

Date Written: February 28, 2017

Abstract

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz-Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come.

Keywords: Social Networking Sites, Websites, Online Marketing, Marketing Promotion, Ritz-Carlton Hotel

JEL Classification: L83, M15, M31

Suggested Citation

Lee, Jung Wan and Kwag, Michael, Corporate Marketing Strategy Using Social Media: A Case Study of the Ritz-Carlton Seoul (February 28, 2017). Journal of Asian Finance, Economics and Business, Vol. 4, No. 1, pp. 79-86, 2017; ISSN: 2288-4637. DOI/10.13106/jafeb.2017.vol4.no1.79 . Available at SSRN: https://ssrn.com/abstract=3089067

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

Michael Kwag

Boston University - Department of Administrative Sciences ( email )

United States

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