CASE STUDY
JCPenney
Facebook as a Marketing Channel
Discussion questions:
1) Is the emergence of full-fledged marketing channels on social networks sites by most major
retailers inevitable? Why or why not?
2) Will social media sites be viewed by many manufacturers as a channel to sell their products
directly to consumers?
3) Do you think shopping from a firm’s online channel embedded in a social networking site is
somehow different from shopping on the firm’s regular Web site? Explain.