社交媒体营销是利用社交媒体网站在互联网上进行的营销。社交媒体网站是允许用户互动的网站，用户不是媒体信息的被动消费者，而是信息的主动生产者。正是社交媒体平台的这一属性，促使企业吸引消费者流量，以营销其产品(Chi, 2011)。上市公司在此类网站上共享的内容形式将是读者除了阅读内容外还能共享内容的形式。这些消息最初是由该公司与一些现有的消费者一起发布的，这些消费者会将这些消息传递给他们，因此消息的传播就开始了。这条信息可能会被添加进来，就像Facebook上的帖子和其他帖子一样，用户会把自己的观点叠加在一起，然后再把它传递出去。市场营销在某种程度上是口碑营销，因此也被称为免费媒体(与社交媒体相比，互联网媒体更多的是付费媒体)。社交媒体营销将利用互联网作为其平台，因此任何使用移动设备订阅的人都可以访问它。研究表明，社交媒体营销对企业非常有用，企业可以利用它提高品牌知名度、公平性、改善客户服务等(Kim & Co, 2012)。鉴于这一更广泛的背景，本研究旨在了解社交媒体营销是如何性别定制的。更具体地说，它的目的是评估为什么社会营销作为一种营销技术在这一点上被认为是有效的。为了进一步降低对单一产品和更具体消费者的关注，我们采用了倩碧的商业产品，并采用了男性客户的消费细分。
Social media marketing is marketing on the internet by making use of social media sites. Social media sites are those sites that allow interaction of users, where users are not passive consumers of media messages but are active producers of the messages, too. It is this attribute of the social media platform that motivates businesses to attract consumer traffic in order to market their products (Chi, 2011). The form of content that is shared on such sites by a listed business would be of the form that readers would be able to share the content in addition to reading it. The messages are initially launched by the company with some of the more current consumers that it has and who pass them on and so the circulation of the messages starts. The message might be added on, as in the case of Facebook posts and others, where the users would superimpose their own view and then they would pass it on. The marketing is word of mouth in a way and hence is also called earned media (Internet media is more of paid media compared to social media). Social media marketing will make use of the internet as its platform and hence is accessible to anyone subscribed onto it with a mobile device. As research studies indicate, social media marketing has been very useful for businesses and businesses make use of this to increase brand awareness, equity, improve on customer service and more (Kim & Co, 2012). Given this broader contextual background, this research aims to understand how social media marketing is gender customized. More specifically, it aims to assess why social marketing as a marketing technique is believed to be effective at this point. In order to further bring down focus to a single product and a more specific consumer, the business product of Clinique has been adopted, and the consumer segment adopted is that of Male customers.