From the view of Sociomateriality
Marketing approaches using social media such as Facebook, Twitter, Instagram or Line in Japan are attracting attention. Thus, the purpose of this paper is to attempt to categorize privacy issues in such social media marketing. Based on case studies of social media utilization that can be published and interview survey, we proposed a reference frame as a preliminary study. In this study, two types of dichotomy were used for classification. The first axis is that the relationship with customer’s need for social approval and self-esteem. The second axis is from the examination of sociomateriality in the use of social media.