According to the British Population Survey, over half of customers in Europe in 2015 utilised social media platforms: The Impact of Social Media on Trade Mark LLM-520 Research paper, Australia

According to the British Population Survey, over half of customers in Europe in 2015 utilised social media platforms. Although social media has simplified both the commercial and non-commercial promotion of creative content enterprises, it also presents some unique hurdles.

Evidence from Trading Standards shows that social media sites were the second most popular ‘place’ for investigations into counterfeiting, and this is likely because social media sites offer a pathway and route for would-be customers to be misdirected to online sites selling illegal material.

Since more people have access to information and websites about counterfeit products, it is obvious that social media has a greater influence on IP, yet there is surprisingly little study and reliable data on this topic. Because of this, the Intellectual Property Office (IPO), which is in charge of facilitating and comprehending IP Enforcement, has sought to get a detailed picture of the effect that social media has on IP rights holders and users of IP.

This study investigates the effect that social media has on an organization’s trademark. Particular attention is paid to the ways in which businesses are exploiting social media in ways that run afoul of trademark laws as well as the strategies employed by social movement organisations.

In this paper, the effect of social media that both enables and restricts the activities that organisations may engage in is investigated in great detail from the viewpoints of institutional theory, communications theory, and strategic theory.

The findings of the study point to the conclusion that the data-intensive environments in which organisations operate are influenced by social media. Changes in communication technology, such as new patterns and modalities of communication, provide a valuable natural experiment for studying the strategic adoption of social media by corporations and social movement organisations, among others, in order to either maintain or increase their stock of social approbation.

This can be done by looking at how these organisations use social media to either sustain or increase their stock of social approbation. This study of social media strategy in a large technology company and a social movement organisation reveals how social media may help businesses reach important strategic positions in ways that are underexplored in the present organisation literature and can lead to trademark infringement.

Social media may help businesses reach important strategic positions in ways that are underexplored in the present organisation literature and can help businesses reach important strategic positions. This thesis outlines many significant developments in organisational strategy and institutional theory, all of which are provided here.

To begin, it defines and expands upon the concept of trademark and social media usage. Second, it broadens our definition of trademark infringement through social media. Finally, it describes the most effective techniques to use social media in order to affect the external environment of your firm as well as the thoughts of your most essential audiences.

This thesis suggests potential avenues for further research into the role that changes in communication strategies play in bringing about changes in social institutions and the manner in which organisations design their engagement with stakeholder audiences. Further research is required to fully understand the role that changes in communication strategies play in bringing about these changes.