Journal of the International Academy for Case Studies (Print ISSN: 1078-4950; Online ISSN: 1532-5822)

Abstract

Swap.Com as a Social Style Platform Brand: Strategic use of Social Media Brand Communities

Author(s): Shelby Chapman, Amber Hilton, Arsenio Ward, Darryl Saull, Curt Gilstrap

The primary subject matter of this case follows the Social Style Platform (SSP) brand Swap.com and its success with social commerce (s-commerce) and value co-creation while entering the social style application market. Secondary issues examined include SSP brands, strategic social media, target audiences, marketing and advertisements, Social Media Brand Communities (SMBC’s), as well as consumer trends impacting SSP brands in the current market. This case has the difficulty level of five and six, appropriate for first- and second-year graduate students and digital marketers in training. The case is designed to be taught in 2 hours and is expected to require 2 hours of outside preparation by students.