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During the First World War, women around the world started to shift to shorter hairstyles that were easier to manage. In the 1920s women started for the first time to bobshingle and crop their hair, often covering it with small head-hugging cloche hats. In Korea, the bob was called tanbal.[27] Women began marcelling their hair, creating deep waves in it using heated scissor irons. Durable permanent waving became popular also in this period:[28] it was an expensive, uncomfortable and time-consuming process, in which the hair was put in curlers and inserted into a steam or dry heat machine. During the 1930s women began to wear their hair slightly longer, in pageboys, bobs or waves and curls.[13]

During this period, Western men began to wear their hair in ways popularized by movie stars such as Douglas Fairbanks, Jr. and Rudolph Valentino. Men wore their hair short, and either parted on the side or in the middle, or combed straight back, and used pomade, creams and tonics to keep their hair in place. At the beginning of the Second World War and for some time afterwards, men's haircuts grew shorter, mimicking the military crewcut.[29]

During the 1920s and 1930s, Japanese women began wearing their hair in a style called mimi-kakushi (literally, "ear hiding"), in which hair was pulled back to cover the ears and tied into a bun at the nape of the neck. Waved or curled hair became increasingly popular for Japanese women throughout this period, and permanent waves, though controversial, were extremely popular. Bobbed hair also became more popular for Japanese women, mainly among actresses and moga, or "cut-hair girls," young Japanese women who followed Westernized fashions and lifestyles in the 1920s.[26]

Videos posted on YouTube include test drives for the various products in the market, as well as interviews with the company's executive staff on matters concerning the organization and its stakeholders. The Toyota Motor Corporation has divided this site into a number of categories depending on the kind of content that is posted. The adverts include real commercials for the various brands on offer including the 'Swagger Wagon' campaign for one of the Toyota mini vans. The interviews section is, on the other hand, dedicated to discussions on issues affecting the communities and the efforts of the organization towards making a positive impact. There is also a section dedicated to tutorials on how to solve various problems associated with the Toyota brand. The idea here is to enable the car owners to fix minor issues by themselves as opposed to relying on their mechanics and making their vehicle maintenance very expensive.

Therefore, YouTube is a useful platform for Toyota with regards to creating loyalty. The channel is able to generate the long term interest of the customers given that it provides not only product insights, but also maintenance tutorials for self care. With over 50 million views on this site, it is no wonder that the Toyota brand continues to outdo most of the other automobile brands across the globe.


Pinterest consists of boards on which companies can pin information and contests to engage their customers. On Toyota's Pinterest account, the most popular board is the Infographics where the company generates the interests of the customers by providing them with relevant information and pictures on the Toyota products and how they work. This account has about 1600 loyal followers and so far the company has created more than 10 boards (Howsocialble, 2014).

Another significantly popular board is the Dream Car Art contest in which the Toyota Motor Corporation allows its youngest fans to design their dream cars and have the followers check them out. The cars are often fantastical in that they are entirely imaginary and that some may never be actualized. The customers are nevertheless entertained and impressed by the kind of cars that these young fans create, and they are always keen to find out what the latest fantasy car is.

Pinterest may not be as popular as Facebook and twitter or even Instagram, but the company has over the years managed to use it effectively to interact with their customers. The account not only gets the followers interested in the company's activities, but also gets the company informed on the thoughts of their customers with regards to the future product development as inspired by the dream car contest. It is, thus, a useful marketing tool; it helps to raise awareness and encourage trial of the products on offer.

Assessment and Recommendations

Toyota has used the social media in a very constructive way since the recall crisis. It is all due to the efforts channeled in the social media marketing tools that the company managed to successfully recover from the bad publicity that had come as a result of the accelerator issue and the accidents that resulted (Harrington, 2014). With the help of a full time social media response team, the company was able to turn its fortunes around and continue to dominate the automotive industry globally. Considering the Toyota Motor Corporation current social media platform it can be stated that they have much more strengths and opportunities than threats and weaknesses. These are discussed below.

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