Marketing on Tumblr

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Author(s): Kristen Smirnov (Whittier College, USA)
Copyright: 2017
Pages: 25
Source title: Strategic Uses of Social Media for Improved Customer Retention
Source Author(s)/Editor(s): Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan)and Izzat Alsmadi (Boise State University, USA)
DOI: 10.4018/978-1-5225-1686-6.ch004

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

Despite many demographic, behavioral, and technical features that should make it an appealing destination for social media marketers, the Tumblr platform has lagged in marketing adoption. This chapter discusses the site features that drive its potential, while also acknowledging the challenges that Tumblr presents. Contrasts are offered between the limited flexibility but easier adoption curve of other platforms such as Facebook and Twitter, with the phenomenon known as choice overload discussed as a possible explanation for non-Tumblr preferences. Three Tumblr case studies are presented in depth to illustrate best practices (Denny's diner chain and the musician Taylor Swift) and to warn against certain common pitfalls (Nordstrom). The chapter concludes with potential future research directions to pursue on this growing but underutilized platform.

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