How Corporations Use Social Media: An Exploratory Study

Victor Khachatryan, Pace University

Document Type Thesis

Original document was submitted as an honors thesis requirement. Copyright is held by the author.


This paper explores the role of social media in increasing a company’s brand equity and strengthening its customer relationships. The data collected consists of three case studies of major American companies, two interviews with Brazilian entrepreneurs, and a survey conducted to start-up companies in the New York City area. The paper then concludes that the use of social media by businesses, leads to a positive relationship with brand equity and improved customer relationships. Nevertheless, further research is required to see how other factors interact with brand equity and customer relationships to get a better understanding of social media and its impact on each variable.