How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform

@inproceedings{Roncha2016HowT,
  title={How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform},
  author={Ana Roncha and Natascha Radclyffe-Thomas},
  year={2016}
}
Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be extended to involve all stakeholders and raise the effectiveness of a brand’s communication campaign. Design/methodology/approach – A qualitative approach was taken to enable an understanding of online… CONTINUE READING

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