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Jaffrey, Jarrar. "Social Media and Marketing." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-52444.
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During different time era’s different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st-century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumerinteraction the companies have a good chance to take the lead in social media marketing. To solve the problem with measuring the return on investment, companies such as HP Sweden, can implement tools like social media monitoring. With these tools they will be able to analyze and measure their brand or products on the social space enabling them to optimize their way of marketing. The criteria for a company to pick the right measuring-tool are based on different parameters. Where for a company like HP Sweden, that is relatively new to the social space, it is better to take small and wise steps to first learn and then invest in a praiseworthy tool that is able to cover their needs.Under olika tidsskeden har olika metoder för kommunikation utvecklats med kraftig påverkan på vår vardag. Sociala medier har blivit detta sekels sätt att kommunicera på, vilket har möjliggjort att vi har kunnat uttrycka våra tankar, idéer och känslor på ett helt nytt sätt. Detta sätt att kommunicera har också haft en enorm inverkan på företag, där de har insett att utan en ordentlig sociala media strategi har de ingen chans att sticka ut i den snabbt föränderliga digitala sfären. För att säkerställa en framgångsrik närvaro på sociala medier måste företagen ta olika marknadsföring teorier i beaktande. Detta så att de kan förstärka sitt varumärke i olika aspekter. Om företagen lyckas kombinera detta med innovativa sätt att interagera med konsumenter har de en god chans att ta ledningen i sociala medier. För att lösa problemet med att mäta avkastningen på investeringar, kan företag som HP Sverige, implementera olika mätningsverktyg. Med dessa verktyg kan de analysera och mäta sitt varumärke eller produkter så att de kan optimera sin marknadsföring utefter detta. Måttstocken för att välja rätt verktyg är baserat på olika parametrar. För ett företag som HP Sverige, som är relativt nya inom sociala medier, kan det vara lämpligt att ta små men visa steg där de först kan lära sig använda dessa verktyg för att sedan investera i ett mer avancerat verktyg som både täcker deras behov samt är ekonomiskt fördelaktigt.
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Fjellman, Christine, and Emma Jansson. "Marknadsföring via sociala medier : Social Media Marketing." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6037.
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The thesis work focuses on marketing and its point of departure centers on mapping the utilization of social media as a form of marketing. The choice of this thesis subject has been deemed by the authors as one of particular interest due to the current popularity of social media in the Internet connected society and their use as marketing tools. Specifically, this thesis sets out to explore how companies exploit social media tools in marketing and how their use affects retail operations and customer relations in an effective and creative way.The report concentrates on qualitative data collection, the interview answers of four respondents, of which, two are considered experts within the field of social media. The choice of suitable respondents was strategic with the goal of covering as large a portion of the social media field as possible; one social media educator that works with companies and one who assists companies with social media applications. The remaining two respondents work in marketing and communications and employ, as part of their job, social media tools such as Facebook and Twitter. The choice of the company study object was based on the sample company’s development of a service centered on social media. Only interviewing individuals working with social media and not consumers, allowed for defining a clear scope for the study and personal interest in the business operators’ viewpoints drove that choice.The theoretical framework comprises the central concepts relationship marketing, traditional marketing, the 4 ps of marketing: product, price, promotion (i.e communication and marketing), and place (distribuation), and lastly 7 steps in creating an effective social media communication platform e.g developing a current communication platform and maintaining active participation which enables one to follow societal developments. Marketers devote more time and resources than ever towards developing relationships with customers emphasizing communication, trust, mutual understanding, and effectiveness. This postulate is central to the importance and focus of this study and the interview responses collected are used to explore the connection between this statement and the importance of social media and discussed in the thesis analysis.One of the primary conclusions of this thesis report is that the companies and retailers that have devoted money and resources towards integrating social media tools into their marketing strategies have benefited, experiencing increased sales turnovers and flourishing retail operations, as well as receiving positive feedback from consumers. These businesses become more accessible and have the opportunity to reach out to a larger number of potential customers; spreading their messages and sharing their history. Social media and the virtual realm, in totality, are becoming increasingly important, company's survival and development opportunities will increase if they use social media in their marketing.Denna rapport är ett examensarbete inriktad på ämnesområdet marknadsföring, där fokus ligger på att klarlägga utnyttjandet av sociala medier som marknadsföringsform. Intresset för studien har sin grund i att sociala medier är så pass aktuella i dagens Internetuppkopplade samhälle att de blivit ett marknadsföringsverktyg. Vi har undersökt hur företag använder sig av sociala medier i sin marknadsföring och hur den påverkar butiksverksamheten och kundrelationen på ett effektivt och kreativt sätt.Rapporten är grundad på intervjusvar från fyra personer. Valet av personer gjordes för att täcka så stor del av branschen som möjligt. Två av dem är så kallade branschmänniskor som dagligen arbetar med sociala medier varav en utbildar företag och en hjälper företag. De två andra personerna som intervjuades har som yrke att marknadsföra och kommunicera sitt företag med hjälp av sociala medier så som Facebook och Twitter. Valet av företag gjordes bland de företag som hade utformat en tjänst kring sociala medier. Anledningen till valet att endast intervjua personer som arbetar med sociala medier och inte konsumenter var att vi ville avgränsa oss och använda näringsidkarens synvinkel då vi själva en dag ska arbeta som butikschefer.Den teoretiska referensramen omfattar benämningar om relationsmarknadsföring, traditionell marknadsföring, de 4 pna inom marknadsföring; produkt, pris, promotion ”marknadsföring” och plats ”distribution”, de sociala mediernas sju steg för att uppnå en aktuell kommunikationsplattform och aktivt deltagande för att följa utvecklingen i dagens samhälle. I den teoretiska referensramen tas även upp vilket kraftfullt marknadsföringsverktyg det sociala nätverket har blivit. Marknadsförare ägnar mer tid och resurser än någonsin för att skapa en relation till sina kunder. Det handlar om kommunikation, förtroende, samförstånd och effektivitet. Detta lyfts fram och jämförs med de intervjusvar vi fått från de olika respondenterna och kommer att presenteras i analysen.De betydande slutsatser som framkommit i rapporten är att de företag och butiker som har tagit till sig de sociala medierna och satsar pengar och resurser på det ser en ökad omsättning på sin försäljning, gynnsam butiksverksamhet och får en positiv respons från konsumenter. De blir mer tillgängliga och har möjlighet att nå ut och sprida sitt budskap och sin historia till fler människor. Den virituella världen och de sociala medierna tar över mer och mer, företags överlevnads och utvecklingsmöjligheter ökar om de använder sig av de sociala medierna i sin marknadsföring.
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Wigmo, Johan, and Edvard Wikström. "Social Media Marketing : What role can social media play as a marketing tool?" Thesis, Växjö University, School of Mathematics and Systems Engineering, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5916.
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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.
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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
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Paliwal, Gunjan. "Social media marketing : opportunities and challenges." Thesis, Massachusetts Institute of Technology, 2015. http://hdl.handle.net/1721.1/98997.
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Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.Cataloged from PDF version of thesis. Vita.
Includes bibliographical references (pages 72-78).
Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google.
by Gunjan Paliwal.
S.M. in Management Research
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Faried, Aamir. "Social media marketing strategies forweb startups." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-190837.
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A successful startup requires not only great product but also requires effective marketing strategy. After explosion of internet, online marketing has changed the way brands and businesses approach market using technology and digital marketing. The penetration of social media platforms in large audience gave birth to new marketing channel called social media marketing. Social media marketing can be very effective for startups with right planning and good execution. While talking about social media strategy, different people talked about different things and available social media marketing strategies are scattered in terms of context and content and it is difficult for startups to find out the one that can help them with their newly started venture, especially in their early stage. So the purpose of this thesis to go through all available social media strategies in literature and device a common framework that can help and guide startups to adopt social media marketing.
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Samková, Barbora. "Social media marketing českých mobilních operátorů." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.
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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.
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Ernestad, Victor, and Robert Henriksson. "Social Media Marketing from a Bottom-Up Perspective : The Social Media Transition." Thesis, Umeå University, Department of Informatics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-34776.
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It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.
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Botros, Shadi, and Yacoub Said. "LUXURIOUS BRAND AND SOCIAL MEDIA : Luxurious brands marketing strategies in social media." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54454.
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Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.
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Jaber, Julia, and Gabriella Lundvall. "Social media marketing - An insight on companies’ brand communities on social media." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31257.
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Grönlund, Sophie, and Tommy Schytt. "The use of data in social media marketing : An explorative study of data insights in social media marketing." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139211.
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The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. Among the increasing activities comes a vast amount of data which create endless of opportunities for companies to optimize their marketing activities. In marketing the most important has always been to know your customers and how to reach out to them. The Internet and data that comes with it has made it possible for companies to get to know their customers even better and to reach them with more precision if data is correctly used. A gap was identified from the litterature search which showed that it is not always clear how to utilize social media for marketing and it is not easy to analyze and interpret the data derived from social media. This has lead to a lack of knowledge on how data can be used for social media activities. From the identified gap regarding data usage in social media marketing, a research question was formulated: “How is data used in brand’s strategies for social media?” A qualitative research design conducting semi-structured interviews was used to examine the research question. A purposeful sample of eleven respondents, defined as experts within the research field, from ten different companies was selected. A pilot study was carried out to get insights in the identified gap, to set a base for the theoretical framework, and to optimize the interview questions. All respondents represented agencies except for the respondent in the pilot study. Academics and business communities are interested in how data is used in marketing purposes and therefore it was elaborated further in this thesis to how data can be used in social media activities. Branding activities are becoming more engaged with its customers, thus marketers need to keep up to date with the new and emerging trends. Furthermore, the aim was to explore how data is used in social media marketing and how data affect decisions in social media strategies. The results found in this study shows that data is used to define audiences on social media and to enable a greater reach of the messages for the audiences. The audience is defined by data analysis mostly based on consumer behavior in social media. To achive reach marketers use programmatic buying tools, which are based on data and ultimatley enables conversions among the audience. Data is also analyzed by opinion mining where data insights can show what topics customers are engaged in. Data insights can further give direction on how content can encourage engagement among the targeted audience. Lastly, the result shows that it is important to have knowledge about how to analyze, interpret, and use data insights in order to create successful social media activites.
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Larsson, Louise, Sophie Längvik, and Linnéa Kjörling. "How does Event Marketing work on Social Media? : A qualitative study exploring Event Marketing in a Social Media context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85831.
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Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. The research question is “How is event marketing on social media experienced?” Methodology: This research undertook a qualitative research approach of explorative nature. Un-structured in-depth interviews was conducted with seven participants, sampled with quota sampling. The participants were selected with the criteria of being between the ages 16-34 and using social media and having previously experienced event marketing on social media. After these seven interviews had been conducted, saturation was reached. Conclusion: The main findings of this research are that entertainment, authenticity, innovation and quality are important categories of event marketing in a social media context. Thus, all four categories have an impact on the experience of an individual seeing a marketing event on social media. The category entertainment was shown to be influenced by authenticity, innovation and quality, which in turn has an effect on the experience of the viewer of the event.
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Colliander, Jonas. "Socially acceptable? : exploring consumer responses to marketing in social media." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1930.
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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.
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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie informatiche coinvolgono le relazioni tra le imprese e il consumatore, e le singole componenti del marketing mix. Dal punto di vista sociale, permettono a milioni di persone di scambiarsi informazioni, di costruire una rete relazionale e comunicativa priva di barriere geografiche, di creare contenuti diversificati in qualsiasi parte del mondo. Queste potenzialità hanno costretto imprese e individui a prendere coscienza di un cambiamento radicale nel paradigma del marketing. La figura del consumatore assume un ruolo centrale e un’importanza molto diversa rispetto all’entità passiva tipica del marketing tradizionale: gli “utenti 2.0” utilizzano i numerosi strumenti digitali a loro disposizione per partecipare attivamente alle community che si sono create sulla Rete, condividendo opinioni e ricercando informazioni sui prodotti e servizi. Le imprese hanno la possibilità di sfruttare questa fonte di conoscenza gratuita e largamente disponibile per meglio comprendere le esigenze e i reali bisogni del target di riferimento, adattando di conseguenza l'offerta. I social network sono le piattaforme su cui avviene la maggior parte degli scambi relazionali tra gli utenti, e le imprese che intendono competere in un mercato globale orientando la propria comunicazione sul Web devono integrare questi new media nella propria strategia, distribuendo contenuti creativi e monitorando l'attività online.
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Antunes, Carlos Diogo Carvalho. "Social media marketing num novo contexto de mercado." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/29670.
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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Jorge Fernandes Coelho.O presente relatório é referente ao estágio curricular na área de Marketing realizado entre 22 de Setembro de 2014 e 31 de Março de 2015 na empresa Foreigners.cz, com sede na República Checa, integrado no âmbito do Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra, na área. O estágio teve como principal objetivo a melhoria do marketing praticado por via das redes sociais. A Foreigners.cz é uma empresa que presta diversos serviços complexos de relocação para estrangeiros e mantem assistência durante toda a estadia dos seus clientes. As principais tarefas realizadas no estágio foram a gestão de conteúdos nas redes sociais, promoção de serviços, organização e promoção de eventos e apoio aos restantes trabalhadores nas tarefas diárias da empresa. Contribui de forma direta para a melhoria da gestão dos Social Media por parte da empresa, e deste modo para uma maior divulgação da empresa. Tendo em conta que a gestão de redes sociais foi a tarefa de maior relevo na empresa, o relatório aborda o uso do Marketing Digital como meio das empresas divulgarem os seus produtos/serviços a um maior número de consumidores. Finalmente, salienta-se que foram identificados vários aspetos passíveis de melhoria.
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Baum, Daniela [Verfasser], and Martin [Herausgeber] Spann. "Consumer Reviews and Social Media Marketing / Daniela Baum." Berlin : epubli GmbH, 2015. http://d-nb.info/1066512485/34.
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Bogéa, Felipe. "Determinants of social media marketing adoption by companies." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24563.
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Social media mass adoption by individuals has increased consumer power, which, in turn, has pressured companies to adopt and manage its social media communications. However, there is limited research specifically on social media marketing adoption by companies. Furthermore, there is little consensus about the adoption factors and a lack of standardization in the terminology used in the academic articles. This thesis further the knowledge in social media adoption at the company level, by (i) identifying variables that can influence social media adoption by companies and determining how these variables influence adoption; (ii) proposing and empirically testing a theoretical model of social media adoption, under the light of TAM, UTAUT, and Institutional Theory. This thesis was conducted in two phases, which derived two articles. The first phase was primarily composed by analysis of the semi-structured interviews with senior marketing executives of large companies of different economic sectors. The second phase further developed the theoretical model and quantitatively tested it, based on the results of surveys sent to marketing professionals. The results of the second phase show that Isomorphic pressures (eg: coercive and mimetic pressures), social influence and facilitating conditions were the key factors driving social media adoption.
A adoção em massa das mídias sociais pelos indivíduos aumentou o poder dos consumidores, o que pressionou as empresas a adotarem e gerenciarem sua comunicação nas mídias sociais. Todavia, há poucas pesquisas sobre a adoção do marketing nas mídias sociais por empresas. Além disso, existe pouco consenso sobre os fatores que levam a adoção e uma ausência da terminologia empregada nos artigos acadêmicos. Essa tese amplia o conhecimento da adoção de mídias sociais pelas empresas ao: (i) identificar as variáveis que podem influenciar na adoção das mídias sociais e determinar como essas variáveis influenciam a adoção; (ii) propor e testar um modelo teórico de adoção de mídias sociais sob o primsma de TAM, UTAUT, e Teoria Institucional. Essa tese foi desenvolvida em duas fases, gerando dois artigos. A primeira fase foi composta basicamente pela análise de entrevistas semiestruturadas com executivos sêniors de marketing de diferentes setores da economia. A segunda fase, continuou o desenvolvimento do modelo teórico e quantitativamente testou o mesmo, baseado nos resultados dos questionários enviados para profissionais de marketing. Os resultados da segunda fase indicam que as pressões isomórficas (mimetica e coercitiva), influência social e condições facilitadoras são os principais fatores na adoção do marketing nas mídias sociais.
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Abrons, Irene Michel. "Social Media Marketing Among Small Retail Clothing Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4769.
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Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who participated in this study had not experienced insurmountable barriers to their use of social media marketing. However, participants cited difficulties relating to the cost and time involved in social media marketing and the lack of suitable training. The 4 main themes that emerged relating to the perceived benefits of social media marketing were cost, convenience, ability to reach a large audience, and benefits relating to visual marketing. The study has implications for the success of the small business sector as well as the U.S. economy because data yielded insight into effective practice in social media marketing in the small retail clothing industry, as well as the types of barriers and difficulties that small business owners must overcome. This study has potential for social change because knowledge about the barriers to social media marketing could empower small businesses, especially in Chicago, to adopt strategies to overcome barriers, thereby remaining competitive and adding to the stability of small businesses as a significant source of jobs and economic growth.
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Bubela, Oleksandra. "Marketing Tools: Development and Implementation in Social Media." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-191762.
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The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Kljucanin, Nermin, Said Shahbazi, and Pouyan Pourjanekikhani. "Social Media Marketing : Social media impact on brand awareness in the case of Husqvarna Sverige's customers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18413.
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The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.
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Silva, Rita Martins dos Santos. "Plano de social media marketing para o Millennium BCP." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19383.
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Mestrado em MarketingOs Social Media têm ganho um papel fundamental nas estratégias de comunicação das organizações, tornando-se essencial que, para um bom aproveitamento destas plataformas, se estabeleça um plano, tendo em vista o aumento do sucesso da empresa em causa. Tendo como objeto de estudo uma instituição bancária de grande relevo no panorama económico-financeiro português, o Millennium bcp e tendo como base o modelo conceptual proposto por Barker et al. (2013), designado de "Social Media Planning Cycle", foi desenvolvido o seguinte Plano de Social Media. Na elaboração deste plano, foi efetuada uma recolha de dados primária, com o intuito de aferir o contexto em que surge, seguida da realização de uma entrevista semiestruturada. Recorreu-se ainda à técnica de análise de conteúdo tendo em vista a avaliação e caracterização do que já é realizado neste âmbito pela organização, bem como pelos seus concorrentes do setor bancário. Tendo por base o conceito de aproveitamento de oportunidades e de melhoria, definiram-se objetivos, estratégias, mercados alvo e ferramentas a implementar para cada uma das plataformas de Social Media em que o Millennium bcp tem presença. Ao longo deste plano, procura-se assim, apresentar um plano exequível, com base numa análise geral do contexto, de forma a lançar as bases de uma futura estratégia de Social Media aplicável no ano de 2020, tendo como base o reforço da presença digital do Millennium bcp.
The role of Social Media has been improving the communication strategies of organizations, being essential to formulate a plan to make the best use out of these platforms, contributing for the success of such companies. The object of study, Millennium bcp, is a Portuguese commercial bank of great importance to the Portuguese economy. In this study the conceptual model proposed by Barker et al. (2013),"Social Media Planning Cycle", was used to create the proposed Social Media Plan. In the development of this social plan, primary data was collected in order to assess the context in which it arises, followed by a semi-structured interview. A technique of content analysis was also applied to evaluate and characterize the current approached used by the organization in this area, as well as by its competitors in the banking sector. Based on the concept of opportunity advantage, objectives, strategies, target markets and tools were defined in order to implement the proposed strategy in each of the Social Media platforms in which Millennium bcp has a presence. Throughout this work, we seek to present a workable plan, based on a general context analysis in order to lay the basis for a future Social Media strategy applicable in the year 2020, based on the reinforcement of Millennium bcp's digital presence.
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Nobre, Marisa da Costa. "Planeamento em social media : elaboração de um plano de social media marketing para a marca Lovelab." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8887.
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Mestrado em MarketingO presente trabalho de projeto teve como objetivo a elaboração de um plano de social media marketing para a marca LoveLab, e a exploração da importância e da mais-valia de ter uma presença online integrada. A LoveLab é uma marca que está associada à conceção e produção de convites e outras pecas gráficas para casamentos, sendo uma marca com uma comunicação dirigida exclusivamente a plataformas de social media. Para alcançar este objectivo procedeu-se à recolha de dados primários através de uma entrevista simultânea e semiestruturada à diretora criativa da marca e a um consultor externo de marketing digital. Utilizou-se adicionalmente um focus group com noivas e mulheres recém-casadas e foi efetuada uma análise de conteúdo às menções à marca LoveLab e às marcas dos principais concorrentes ocorridas em plataformas de social media. Em paralelo, procedeu-se à recolha de dados secundários, permitindo a obtenção das restantes informações relevantes para a elaboração de um plano. A análise destes dados permitiu a identificação dos pontos fortes e fracos, bem como das oportunidades e ameaças do ambiente de social media da marca. A informação recolhida permitiu ainda a caracterização do segmento-alvo relativamente aos interesses, atividades e gostos online, levando à identificação das plataformas de social media consideradas mais relevantes pelo público-alvo. O plano de social media marketing realizado inclui propostas para a gestão relativamente à presença da marca nas plataformas de social media, em termos de identificação de objetivos, definição da estratégia, caracterização do público-alvo, e apresentação de táticas para as diversas plataformas selecionadas.
This research project intends the development of a social media marketing plan for the brand LoveLab, and the exploration of the importance and added value of having an integrated online presence. LoveLab is the company's brand Claim that is associated with the design and production of invitations and other graphic pieces for weddings, being a brand with a communication addressed exclusively to social media platforms. To achieve this goal one collected primary data through semi-structured and simultaneous interviews to the creative director of the brand and to an external consultant on digital marketing. Additionally one used a focus group with brides and newly married women. Also a content analysis of references to the LoveLab brand and the brands of major competitors occurring in social media platforms was performed. Collection of secondary data also was ensured, for the gathering of other relevant information for the preparation of a plan. Analysis of these data allowed the identification of strengths and weaknesses as well the opportunities and threats of social media brand environment. The information collected also allowed the characterization of the target segment in relation to interests, activities and habits online, leading to the identification of social media platforms considered most relevant by the target audience. The present plan includes proposals for the management related to the presence of the brand in social media platforms, defining goals, strategies, characterization of the target audience, and presentation of the various tactics for selected platforms.
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Lopes, Andreia Cristina Figueiredo. "Plano de social media marketing para a TAP Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8247.
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Mestrado em MarketingO social media marketing adquire cada vez maior relevo para as empresas e exige, tal como noutras áreas de marketing, a delineação de um plano estratégico por forma a potenciar o seu sucesso. Tomando como objecto de estudo a companhia aérea TAP Portugal, foi elaborado um Plano de Social Media Marketing, com base no modelo conceptual de Barker et al. (2013), designado de "Social Media Planning Cycle". Para a elaboração do Plano, foram recolhidos dados primários, seguindo uma abordagem qualitativa, através de entrevista semi-estruturada, da análise de conteúdo nos social media relacionados com a TAP, os seus concorrentes e o sector da aviação; e, uma abordagem quantitativa, através da administração de um questionário online a 106 inquiridos.
Social media marketing is becoming increasingly relevant for companies and requires, as another areas of marketing, a strategic plan in order to maximize their success. Adopting the airline TAP Portugal as a subject, we designed a Social Media Marketing Plan, based on the conceptual model of Barker et al. (2013), referred to as "Social Media Planning Cycle". For the preparation of this Plan, primary data were collected following a qualitative approach, using a semi-structured interview, content analysis in social media related to TAP, its competitors and the airline industry, and a quantitative approach, by administering an online questionnaire to 106 respondents.
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Berg, Linnea, and Lisa Sterner. "Marketing on Instagram : A qualitative study on how companies make use of Instagram as a marketing tool." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-109786.
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The last years technological developments have lead to significant improvements in Internet usage, availability and the way people interact online. Recent statistics show how Internet and foremost social media usage increases rapidly, which have been noticed by companies, increasing their presence on social media platforms as well. Previous research has extensively been conducted within the area of social media marketing. However, the focus has mainly been put on platforms such as Facebook, Twitter and social media platforms in general. The purpose of this qualitative thesis is to get a deeper understanding of how companies currently make use of the social media platform Instagram for marketing purposes and activities. Moreover, the thesis aims to investigate companies’ awareness and concern regarding their potential reach of 12-15 year olds on Instagram. The thesis aims to provide new insights that can be added to contemporary research within the field of social media marketing. The research question of concern is: How do companies make use of Instagram as a marketing tool? Semi-structured interviews were conducted on seven marketers working for Swedish companies present on Instagram. The empirical findings were analysed and presented through the different building blocks in Kietzmann et al., (2011) Honeycomb of social media, which worked as a foundational skeleton to the study. Other relevant theories were additionally compared with the empirical findings and four themes or approaches were determined. Two main, and one minor theme or approaches of how companies make use of Instagram as a marketing tool were determined. The first approach of Instagram marketing includes companies that we have chosen to call the “rookies”. They are relatively new to Instagram and/or have not been distinctively active in the way they interact on the platform. The rookies share characteristic of being in an experimental stage, trying to find their optimal usage of Instagram. The second approach of Instagram marketing includes companies that we have chosen to call the “Oldies”. A characteristic identified among these companies is a rather extensive Instagram experience, gained either through long-term presence or through distinct active presence during a shorter period of time. However, Company 4 could not be included in any of the above-identified approaches, as their marketing tendencies on Instagram follow a slightly different character. Their specific approach of Instagram marketing belongs to what we have chosen to call “The exception”. It was moreover brought to surface that the interviewed marketers seemed to have no ethical concern regarding the increasingly present 12-15 year olds on Instagram, as they do not believe they reach this group of young users. The final conclusion is how all of these approaches generate from the fact that Instagram is new platform where companies are learning by doing how to best make use of the unique characteristics of Instagram. We would like to encourage firms planning to create an Instagram account to embrace some of these characteristics. 1. The real-time aspect; Instagram users feed constantly updates with the latest content, creates an excellent opportunity for marketers to promote goods and products at a relevant and specific point in time. 2. Hashtags; as Instagram allow for little statistical information we argue that hashtags are great tools for reaching out to specific customer groups. By using hashtags connected to certain topics of interest among ones targeted users, companies can arguably attain enhanced customer interest.
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Düzer, Gözde. "Embracing Twitter : Marketing the Public Library on Social Media." Thesis, Uppsala universitet, Institutionen för ABM, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-200578.
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The aim of this master's thesis is to study public libraries' marketing on the social media site Twitter. To achieve this goal, the Twitter accounts of four Swedish public libraries were studied for several months. The four libraries that were studied consist of Stockholm library, Lidingö library, Malmö library, and Gothenburg library. The marketing theory that inspired me is called the seven Ps of marketing, which is a marketing mix that is specifically developed for service industries. My main sources in the application of the theory have been the works of Ned Potter and Eileen Elliott de Sáez, which combine marketing with the field of library and information science. Netnography, a qualitative method that studies online communities, has been applied as methodology. The methods that have been used consist of online observations and e-mail interviews. It was seen that the libraries use Twitter as a marketing tool to attain more users and to strengthen their ties with the existing users. Through Twitter, libraries promote their products to users. The communication between the library and its users becomes an important factor in marketing the library on Twitter. It was observed that users play an active role in marketing the library on Twitter. Users not only shape the marketing of the library through their responses but they also contribute to the marketing of the library by retweeting libraries' tweets or "mentioning" the libraries on Twitter. This is a two years master's thesis in Archive, Library and Museum studies.Syftet med denna uppsats är att studera folkbibliotekens marknadsföring på det sociala mediet Twitter. För att uppnå detta mål, har aktiviteterna på fyra specifika folkbiblioteks Twitterkonton studerades i drygt fyra månader. De fyra folkbiblioteken vars Twitterkonton undersöktes består av Stockholms stadsbibliotek, Lidingö stadsbibliotek och Malmö stadsbibliotek samt Stadsbiblioteket Göteborg. Den marknadsföringsteori som inspirerade mig kallas för de sju P:na, vilket är en marknadsmix som är speciellt utvecklad för tjänstebranscher. Mina huvudsakliga källor i tillämpningen av teorin har varit verk av Ned Potter och Eileen Elliott de Sáez som kombinerar marknadsföring med biblioteks- och informationsvetenskap. Netnografi, en kvalitativ metod som studerar samhället på Internet, applicerades som metodik. Online-observationer och e-post-intervjuer har även utförts som en del av analysmetoden. Resultaten visar att biblioteken använder Twitter som ett marknadsföringsverktyg för att nå fler användare, göra reklam för sina produkter och för att stärka sina band med de befintliga användarna. Kommunikationen mellan biblioteken och dess användare blir en viktig faktor i marknadsföringen av biblioteket på Twitter. Användarna spelar en viktig roll, eftersom de både formar marknadsföringen av biblioteket genom sin respons och bidrar till ökad reklam för biblioteket genom att retweeta deras tweets eller nämna biblioteken i sina egna tweets. Detta är en tvåårig masteruppsats inom programmet Arkivvetenskap, Biblioteks- och informationsvetenskap samt Musei- och kulturvetenskap.
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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.
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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.
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Tarantini, Jacopo. "L'utilizzo del social media marketing nell'ambito della strategia aziendale." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2013. http://amslaurea.unibo.it/4987/.
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Mattila, Max, and Hassan Salman. "Analysing Social Media Marketing on Twitter using Sentiment Analysis." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-229787.
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Social media is an increasingly important marketing platform in today’s society, and many businesses use them in one way or another in their advertising. This report aimed to determine the effect of different factors on the sentiment in the response to a tweet posted on Twitter for advertising purposes by companies in the fast food sector in North America. The factors considered were the time of posting, the length and the sentiment of a tweet, along with the presence of media other than text in the tweet. Sentiment was extracted from samples of the response to the advertising tweets collected daily between the 27th of March and the 28th of April and plotted against the factors mentioned. The results indicate that the sentiment of the advertising tweet along with the time of posting had the biggest impact on the response, though no definitive conclusions on their effects could be drawn.Sociala medier är en allt viktigare marknadsföringsplattform i dagens samhälle, och många företag använder dem på ett eller annat sätt i sin marknadsföring. Syftet med denna studie är att genom attitydanalys undersöka hur ett antal faktorer inom marknadsföring på det sociala mediet Twitter påverkar responsen till den. Dessa faktorer var följande: inläggets tid, längd och attityd, samt förekomst av media i inlägget. Inläggen samlades från Twitter mellan 28. mars och 28. april och attityden i dem mättes genom attitydanalys, varpå attityden i svaren till reklaminläggen jämfördes baserat på de ovannämnda faktorerna. Resultaten visar på att attityden i reklaminläggen och tiden då de läggs upp har störst påverkan på hur svaren ser ut, men inga säkra slutsatser har kunnat dras.
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Tahiri, Adelina. "Social media marketing in B2B companies: An evaluation framework." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-232029.
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Med ett ökande antal användare på social medier för varje år är det viktigt för Business-to-business (B2B) företag att investera i en omfattande sociala media strategi, med tanke på att majoriteten av deras kunder finns på någon typ av sociala media plattform. I dagsläget finns det inte mycket forskning inom sociala media marknadsföring relaterat till B2B om man jämför med Business-to-Consumer (B2C). I denna studie presenteras ett utvärderingsramverk för B2B företag, som är baserat på ett befintligt ramverk samt resultaten från denna studie. Genom att studera två svenska B2B företag, med olika grad av framgångsriksociala media strategi, drogs slutsatsen att det existerande ramverket är ofullständigt för att utvärdera sociala media insatser. Det finns en tydlig koppling mellan uppfattad användbarhet av sociala media marknadsföring och ofullständiga utvärderingsmetoder. Ofullständig utvärdering leder till uppfattningen att sociala medier inte genererar värde för företaget. Ett nytt ramverk presenteras, bestående av det existerande ramverket med ett adderat steg. I detta steg utvärderar man användbarheten innan man implementerar en sociala media strategi.With social media increasing the amount of users each year it is important for Business-to-business (B2B) companies to invest in a comprehensive social media strategy, seeing as a vast majority of their target audience are on some sort of social media. However, there is still little research on social media marketing within the business market, compared to the consumer market. This study presents an evaluation framework for B2B companies, which is developed from previous research and the findings from this study. By studying two Swedish B2B companies, with varied degrees of successfully developed social media strategies, it was concluded that the existing evaluation frameworks are insufficient for evaluating social media efforts. There is a clear linkage between perceived usefulness of social media efforts and improper evaluation techniques. Improper evaluation steps lead to the perception of social media techniques not being useful. A new framework is presented which consists of an existing evaluation framework and adds a pre-assessment stage where the usefulness has to be evaluated before implementing a social media strategy.
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Jordan, Rochelle S. "Social Media Marketing Strategies Used by Small Retail Businesses." Thesis, Walden University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10975518.
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Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers’s diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies and platforms, (b) social media content, and (c) customer engagement and retention. Small business retailers might benefit from the findings of this study by understanding what other small business retailers consider the most beneficial social media platforms and strategies, what customers desire in social media content, and effective customer engagement and retention processes to create SMM strategies. The implications for positive social change could include providing small business retailers with SMM best practices and strategies to improve company sustainability and growth, generate employment, reduce local poverty, and enhance employees’ standards of living.
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Gordon, Avis. "Social Media Marketing Strategies in Nonprofit Professional Membership Organizations." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4520.
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The use of social media in nonprofit professional membership organizations affects how leaders communicate with members, consumers, the community, and other stakeholders. The purpose of this qualitative multiple case study was to explore the social media marketing strategies that leaders in nonprofit professional membership organizations use to keep their organizations sustainable. Data were collected from 5 social media marketing leaders representing 5 nonprofit professional membership organizations in the Chicago region. Data collection occurred through semistructured interviews, review of organizational documents pertaining to social media marketing strategies, and review of the social media sites and websites of the participants' organizations. Rogers's diffusion of innovation theory served as the conceptual framework for this study. A thematic analysis of the data yielded 4 themes: social media platforms and engagement strategies, social media content, social media challenges, and brand awareness. Leaders of nonprofit professional membership organizations who want to gain a competitive edge by using the appropriate social media platforms, creating quality content, overcoming challenges, and increasing brand awareness might choose to align with the strategies identified in this study. The findings of this study could help organizational leaders use social media marketing strategies effectively for engagement and organizational sustainability. The implications for positive social change arising from the use of social media by leaders in nonprofit professional membership organizations include opportunities to connect with and engage the public to build stronger communities through collaboration.
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Tingley, Christopher. "Social Media Marketing Strategies to Engage Generation Y Consumers." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1216.
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Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered through semistructured telephone interviews conducted with 20 social media marketing professionals who were recruited through email and social media. The data were coded using inductive codes of reoccurring themes. Social media marketers were found to be most successful when remaining honest and transparent, and when personalizing their communications to their target audiences. Marketers reading this study can gain insight into the social media behavior of Generation Y consumers and can apply the strategies presented in this study in their social media campaigns. This study may promote social change by improving the relationship between social media marketers and Generation Y consumers, allowing Generation Y consumers to gain a stronger voice in marketing, and by highlighting the need for marketers to communicate and advertise more honestly with their consumers.
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Lupo, Crystal Victoria. "Social Media Marketing Strategies in Landscape Industry Small Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5095.
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Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange process within social media. Data collection included semistructured interviews with 4 small business owner from the landscape industry and content analysis of the social media for 4 landscape industry small businesses. Data were alphanumerically and thematically coded. Analysis revealed 4 themes: (a) marketing strategy adoption; (b) primary social media types used; (c) social media content including aspects such as service, education, and holiday posts; and (d) benefits and challenges such as social media as a low-cost marketing option for improved visibility, but with a trial-and-error learning curve. Results may be used by small businesses to improve their long-term viability through social media marketing strategies, and to improve citizens' quality of life and the local economy through increased tax revenues leading to more resources for schools, public safety organizations, and other institutions in the community.
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Jordan, Rochelle Shivon. "Social Media Marketing Strategies Used by Small Retail Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5883.
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Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies and platforms, (b) social media content, and (c) customer engagement and retention. Small business retailers might benefit from the findings of this study by understanding what other small business retailers consider the most beneficial social media platforms and strategies, what customers desire in social media content, and effective customer engagement and retention processes to create SMM strategies. The implications for positive social change could include providing small business retailers with SMM best practices and strategies to improve company sustainability and growth, generate employment, reduce local poverty, and enhance employees' standards of living.
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Bennett, Tasheenia. "Marketing Strategies: How Small Restaurant Businesses use Social Media." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3429.
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Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's 5-step analysis plan. The themes that emerged were social media platforms, word-of-mouth, and challenges implementing social media. Facebook, Yelp, and Instagram were the most used social media platforms. The participants implied that word-of-mouth has the potential to increase sales and to grow business. Challenges implementing social media included the ability to be consistent and actively engaged on the social media sites to allow business owners to respond quickly to negative posts made by customers. Small restaurant businesses can be successful if they develop and implement a social media presence, encourage customer feedback, and formulate a plan to overcome obstacles and challenges that may arise with implementing social media marketing strategies. These findings contribute to positive social change by increasing the sustainability of small businesses in the community, which may drive economic development and improve community relations.
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Brichová, Eva. "Role of social media in beauty care marketing communication." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194733.
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The master's thesis elaborates on the width of roles social media can play for beauty businesses. Major social channels predominantly used in beauty care marketing are identified and investigated, specifically in terms of their statistical importance, role within the social media strategy and potential for use in this particular industry. The practical part of the thesis deals with a case study regarding social media strategy in a specific area of the beauty care business -- professional hair care. The social media presence of the Henkel brands in question - Schwarzkopf Professional and Indola -- is analysed in comparison to their competition and recommendations are outlined with specific focus on CZ in their applicability. The given conclusions could be beneficial for many other beauty brands aiming to enhance their social media presence.
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Abeza, Gashaw. "Social Media in Relationship Marketing: The Professional Sport Context." Thesis, Université d'Ottawa / University of Ottawa, 2016. http://hdl.handle.net/10393/35373.
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The purpose of this thesis is to investigate the use of social media (SM) as a relationship marketing tool (RM) in the context of professional sport in North America. The specific objectives are (i) to explore the use of social media in meeting relationship marketing goals within the context of professional sport, (ii) to explore how professional sport teams’ managers see the opportunities of social media in meeting relationship marketing goals, (iii) to explore how professional sport teams’ managers see the challenges of social media in meeting relationship marketing goals, and (iv) to examine the benefits of social media, if any, in enhancing long-term relationships with their favourite sport team from the perspective of fans of professional sport teams. Guided by a pragmatist philosophical worldview, the project adopted a multi-domain qualitative research approach. The multi-domain approach reflects the three data sources (i.e., the medium-SM platform, organization-professional teams, and consumers-sport fans). Putting an individual emphasis on each of these three data sources, three different but interrelated studies are conducted to accomplish the overall purpose of the dissertation using an article-based format.
The first study, guided by the relationship marketing theoretical framework, adopted a netnographic method to investigate professional sport teams’ use of Twitter as an RM tool. Specifically, the study focused on the three core components of RM: communication, interaction, and value. The netnography is based on data gathered from the official Twitter account of 20 professional sport teams from the four major leagues from August 1, 2015 to February 29, 2016. Results outline seven emergent communication types, six interaction practices, and ten values (co)created by the teams or/and fans. Theoretical and practical implications, as well as impetus for future research are identified.
The second study aimed at obtaining a first-hand and an in-depth understanding of the role, opportunities, and challenges of SM in meeting RM goals from the perspective of senior managers of professional sport teams. For this purpose, semi-structured interviews were conducted with 26 managers from the four major leagues professional sport teams in North America. Results outline the platforms adopted, six intended objectives, seven opportunities and seven challenges of SM as an RM medium. A list of theoretical and practical implications, and impetus for future research is provided.
The purpose of the third study was to first gain an empirically supported understanding of the role and benefits of SM as an RM tool from the perspective of professional sport fans and, following that, to identify, specify, verify, and refine the emergent benefits. The study employed an adaptation of the focus group method, dubbed the ‘sequential funnel-based focus group’, which is a multiphase, step-wise version of the established method. The sequential funnel-based focus group is conceptualized, developed, described, and used in this work as a research method. The adaptation allowed the identification of benefits of SM as a medium that enhances long-term relationships through a series of funnel-based focus group discussions in three sequential phases. A total of 10 focus groups with 81 participants took part in the study. The work identified seven major benefits (and 15 sub-categories of benefits) that fans see as opportunities presented by SM as a medium to enhance long-term relationship with their team. Theoretical contributions, practical recommendations, and directions for future research are provided.
The findings from the three studies are integrated to construct a multi-dimensionally informed and comprehensive understanding of the use of SM in RM in professional sport. In general, data gathered from the perspective of the three domains (i.e., medium/SM platform, organizational/ professional teams, and consumers/sport fans) informed that SM is providing new directions to RM, making it an effective and affordable channel in realizing RM goals in professional sport context. The thesis also produced empirical evidence of the opportunities that SM presents and the challenges that it poses in terms of meeting RM goals in the context of professional sport. Informed by the studies data, the dissertation also extended Grönroos’s (2004) RM process model through the lens of SM in professional sport context. Contributions to scholarship, practical recommendations, directions for future research, and the limitations of the dissertation are provided.
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Zupanoska, Biljana. "Social Networking and the Potential Challenges for Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18017.
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Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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Scholtz, Reynardt. "Social media tools influencing customer purchasing behaviour in the retail environment." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021055.
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Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there is a lack of attention given to the research of the role that social media tools can play in the success of retailers. Numerous research studies have focussed on determining the advantages of and impact that social media tools can have on the success of businesses, however, the impact of social media tools on the creation of a positive brand image, and influencing customer purchasing behaviour is less evident. Thus, the primary objective of this study is to investigate the influence of social media tools on the brand image of retailers and how it affects customer purchasing behaviour. A full literature review was conducted on the retail environment and its importance, as well as on social media as a marketing communication tool. Thereafter, independent variables (Official websites, Facebook and Twitter) were identified as possibly influencing the intervening variable (Brand image) and dependent variable (Customer purchasing behaviour). Three independent variables were selected and used to construct a hypothetical model and research hypothesis. The purpose of these independent variables was to determine whether the use of social media tools could lead to a positive brand image and ultimately improve customer purchasing behaviour. An empirical investigation was undertaken to be able to establish the influence of social media tools on the brand image and customer purchasing behaviour of retail customers. The measuring instrument used for this study, a questionnaire, was constructed from secondary literature sources. The convenience sampling technique was used to identify respondents. The usable questionnaires that were gathered from respondents were examined through statistical analyses. Exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients were used to confirm the validity and reliability of the measuring instrument. Descriptive statistics, as part of the data analyses, were calculated to summarise and allow interpretation of the sample data. Furthermore, Pearson’s Product Moment Correlations were calculated to determine correlations among variables used in this study. Multiple regression analysis was the primary statistical procedure used for testing the significance of relationships hypothesised between the independent, intervening and dependent variables of this study. The empirical investigation was concluded by a the calculation of a t-test and Analysis of Variance (ANOVA), for the purpose of determining the influence of selected demographic variables on respondents’ perceptions with regard to the independent, intervening and dependent variables. In addition, post-hoc Tukey tests were conducted to determine significant differences among individual mean scores, and the degree of practical significance was determined by calculated Cohen’s d values. Based on the results of the empirical investigation, significant relationships were found among the independent variables (Official websites, Facebook and Twitter), the intervening variable (Brand image) and the dependent variable (Customer purchasing behaviour). The empirical investigation revealed that the age of respondents has a significant impact on how their image of a brand and purchasing behaviour are influenced by retailers’ use of social media tools. This study has made a contribution to the shortage of literature on the impact of social media tools on retailers. The hypothetical model developed for this study assisted in understanding the impact that retailers’ use of social media tools have on the brand image of retailers and customers’ purchasing behaviour. As a result, this study provides recommendations and suggestions for retailers to ensure a positive brand image in the minds of customers, and to ultimately use social media tools to positively influence the purchasing behaviour of customers.
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Caetano, Frederico Gomes Vieira. "Plano de social media marketing para o Bola na Rede." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14777.
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Mestrado em MarketingO meu trabalho final de mestrado é um Plano de Social Media Marketing que incide sobre o site desportivo Bola na Rede, um site de artigos de opinião redigidos por jovens jornalistas que o fazem de forma gratuita e cujo objetivo assenta na fomentação da comunicação social nacional. Para a elaboração deste plano foram recolhidos dados primários seguindo uma abordagem qualitativa através de entrevistas online e da análise de conteúdo nos social media relacionado com o mercado do BnR e com a sua concorrência.
My case study it is a Social Media Marketing Plan that focuses on the sports website "Bola na Rede", a website of opinion articles written by young journalists who do it for free and whose objective is based on fostering the national media. Primary data were collected for this plan. A qualitative approach through online interviews and analysis of social media content, related to their market and to their competition, were also used to reach some important conclusions.
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Edenkrantz, Reuben, and Edvin Holpers. "The Social Media Identity : An exploratory study on how Swedish companies conducts marketing on international social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105086.
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The world today has successively been shrinking in terms of distance between us as individuals, globalisation and the increased digitalisation of our society have made information accessible and connectivity simpler and more profound. In conjunction with digitalising our lives, a new medium within the digital world has risen to such prominence that it is now a factor of constant influence upon us and our environment, social media. As a consequence, people have to a large extent become digital natives. This has led to firms and brands sensing opportunities within the medium and the utilisation of its different unique vehicles. In combination with practitioners increased interest and utilisation of social media from a business standpoint, business and marketing researchers have conducted increasing amounts of research on the area. Subsequently, the researchers of this paper identified the need for an increased understanding of social media marketing strategies, as further highlighted by other researchers in previous studies on the field of social media marketing. Thus, the purpose to contribute to an increased understanding of social media marketing and how this international medium, with its unique features and possibilities, could be used as a marketing tool by companies in their respective industry and market was formulated. To provide the profound understanding stated, due to the complex nature of the matter at hand, an abductive approach was used and motivated for. The theories and concepts used for formulation of the questions in the operationalisation, for the semi-structured interviews, was presented from a broad to narrow structure under the literature review. Furthermore, the theories were summarised in the conceptual framework. The following analysis categorised and positioned the informants and their respective firms under four sub-concepts of the main concept of social media marketing strategies. These categorisations laid the foundation for the conclusion of the paper and the answering of the posed research question. The final chapter then concludes by stating the researcher’s recommendations and the presentation of an example of a possible model for the stages of utilising social media to its fullest extent. Finally, limitations and avenues for future research topics are presented and concludes the paper. The paper provides an increased and profound understanding of how four Swedish firms, in different sectors, utilise the same tool for digital marketing. We suggest that all firms active on social media for marketing purposes, should aim to adapt their marketing towards the full utilisation of all its features and possibilities. Furthermore, a process of adapting traditional marketing to the new form of social media marketing, utilising the mediums unique features and possibilities are subsequently discussed. A possible future model to describe this adaptation process are presented and further elaborated upon as one avenue for future research.
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Fridolf, Malin, and Alem Arnautovic. "Social Media Marketing : A case study of Saab Automobile AB." Thesis, Högskolan Väst, Institutionen för ekonomi och informatik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-3379.
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Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers’ to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation. Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy. Methodology: We have used a hermeneutic and qualitative approach in our study. Our research is both descriptive and explanatory. The study is also of an abductive nature, relying on empirical data and theoretical conceptions. Our empirical data was collected through a personal interview with our case company, and through the company’s social media applications. Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.
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Wagner, Darci. "Managing Negative Comments Posted on Social Media." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1556.
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Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement level of consumers. The data were coded for emergent themes, which revealed community management, engagement, and reputation management. Data analysis of the themes suggested that organizations should search daily for reviews and respond immediately and organizations should create a positive social media environment by encouraging conversations and engaging followers in conversations. Further, organizations should use experience comments as an opportunity to create value and not delete comments unless derogatory to the audience. Lastly, the analysis demonstrated that organizations should build and maintain relationships with customers and other audiences through social media. Marketers reading this study can learn and implement strategies for responding to negative comments posted on social media. This study may promote social change by enhancing service recovery for organizations, improving experiences for consumers, and informing marketers of the prominent role of social media in communications and marketing plans.
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Dugan, Brett M. "Effective Uses of Social Media Marketing in the Music Industry." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604.
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Tariq, Muhammad, and Abdul ghaffar. "Social Media Marketing vs. Prevalent Marketing Practices Master Thesis : A Study of Marketing Approaches for Micro firms in Sweden." Thesis, Jönköping University, JIBS, Centre for Innovation Systems, Entrepreneurship and Growth, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12527.
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Background In Sweden almost 90% of businesses are micro in nature which plays a pivotal role in the economy by generating employment opportunities as well as serving a source of instilling entrepreneurial spirit and innovation. Due to their invaluable contributions to the economy, their survival through revenue generating marketing practices has become an area of much more interest than ever realized before. A common misconception prevalent is that marketing in micro businesses is just a miniature of larger enterprises. This is why earlier researchers have paid scarce treatment to marketing practices in micro businesses as evident from the scant published material on the topic, making it an intriguing area to study. Currently much hype has been created about social media applications like Facebook, Twitter, LinkedIn etc and their marketing value for small businesses. It is therefore, in this thesis we study social media and prevalent marketing practices in the context of micro business. Purpose Micro firms are often cash-strapped which limits their revenue generating ability through prevalent marketing practices which are resource intensive. In the back drop of all the hype about social media as a marketing tool we got the clue to find the right marketing approaches for these businesses regarding the choice of prevalent practices and social media as a new marketing tool. To achieve this purpose, we have formulated the following research questions.RQ1.Which of the two types of marketing is more effective in terms of targeted segment coverage and expenditures? RQ2.Which marketing approach enables micro firms to maintain better relationships with customers? RQ3.Whether or not it is the right time for micro firms in Sweden to adopt social media marketing practices? Method A qualitative approach has been used to achieve the exploratory purpose of the thesis. Overall; eight micro firms were chosen from a convenience sample, representing different regions and industries of Sweden. In the first phase, two pilot semi-structured interviews were conducted to attain a better understanding of the phenomenon under study. Later, six more semi-structured interviews were carried out from micro businesses representing different sectors in Skövde, Mariestad and Jönköping Counties. Conclusion This thesis suggests that micro businesses are mostly marketing weak organizations (MWO) as they are sales oriented and see marketing as more of a luxury. Micro businesses in the sample reveal a tendency to carry out marketing activities in a haphazard manner which limits their likelihood of achieving their targets. It has also been indicated that conventional approach to reach target segments, still has a strong effect on micro firms in Sweden and is therefore more appropriate for them as majority of their customers are geographically concentrated as well as a major strata of these are yet to start active participation on the social media landscape. In terms of costs social media Given, the small population of Sweden, it has also been showed that micro businesses are keeping good customer relationship with customers via word-of-mouth marketing which is considered as instrumental for success of majority of micro business. At the same time, this finding does not indicate any clear picture as to which form of marketing is doing better for these businesses. In terms of social media adoption the findings indicate that micro businesses see social media as a great marketing opportunity in which micro businesses can compete on a level playing field with their larger counterparts. This study also concludes that social media is in infancy stages of its development in Sweden as people though they are present on the social media landscape, but have not yet, thought of it as a mainstream marketing channel. Therefore, it is suggested that micro firms in Sweden need to adpot a
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Jesus, Diana Carina de. "Marketing relacional : uso de social media, um estudo das PME’s portuguesas." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17007.
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Mestrado em Ciências EmpresariaisAs PME's representam em Portugal, uma parte significativa do volume de negócios desenvolvidos, bem como da percentagem de emprego, no entanto as mesmas, possuem recursos limitados, pelo que se torna importante identificar de que formas as mesmas podem angariar e reter clientes, a custos reduzidos. Numa era, em que noventa e seis porcentos dos portugueses utilizam redes sociais, é importante para as empresas identificarem de que formas podem utilizar estes recursos para desenvolver ações de marketing, no decurso deste trabalho foram identificados vários fatores que levam à adoção de social media, bem como de que formas podem as empresas desenvolver a sua estratégia, que métodos podem ser utilizados para o desenvolvimento da suas carteiras de clientes. Foi aplicado um questionário, para identificar como as empresas portuguesas desenvolvem as suas estratégias de SM e que métodos usam, e pode-se concluir que as mesmas estão cientes da importância destes recursos para o desenvolvimento dos seus negócios, no entanto verificou-se que a maioria das empresas estão conscientes da sua presença nos SM, utilizando-os para angariar novos clientes e gerir a sua reputação.
In Portugal SME's represent, a significant part of the total business volume, and many work posts, however, they have limited resources, what makes it important to identify new ways to acquire and maintain clients, at low costs. In an age, where ninety six percent of the Portuguese use some social network, it is important for companies to identify how they can use this type of resources to develop marketing actions. In this paper were identified, several factors that lead to the adoption of social media, several forms companies may adopt to develop their online strategies and methods to be used to enhance client base. An online survey was applied, to understand how Portuguese companies put forth their SM strategies, which methods they use. From the responses were deducted that they understand the importance of this type of resources to their business prosecution, it was also verified Portuguese companies are aware of their presence is social media, using them mainly, to acquire new customers and manage reputation.
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Karlsson, Ellinor, Linnéa Wallberg, and Rebecka Tudorache. "Policies and Guidelines in B2B Social Media Marketing : A Qualitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97077.
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This qualitative study focuses on how social media policies and guidelines are used in practice within nine different Swedish industrial B2B companies. This study identifies their social media policies and guidelines in order to examine its content and investigates how the participating companies use their social media policies and guidelines in their marketing activities according to the interviewees. A qualitative research method with nine semi-structured interviews has been conducted and analyzed with a thematic analysis by using research and theory within the chosen subject.The findings of this study reveals that the companies have social media policies and guidelines in place in order to satisfy different needs, hence, some of the companies use it as a fundamental framework, while other companies incorporate it to a greater extent and use it as a way of handling risks.Through its managerial and social media policies and guidelines implications, this study contributes to the identified research gap regarding how social media policies and guidelines usage in B2B industries by providing insights from practice.
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Havránek, Václav. "Marketing na sociálních sítích." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75410.
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This master's thesis deals with marketing and building communities on social networks with an emphasis on Facebook. Its purpose is to present the possibilities utilization of social networks in marketing with a focus on building communities. The thesis analyze the possibilities of using social network Facebook for the specific case of an internet portal then formulate proposals and recommendations for work and then evaluate the implemented activities. At first, the author defines the social network, attends to their historical evolution, defines the types and describes the most widely known world and Czech services. Further, the master's thesis discusses a marketing potential of social networks and especially of Facebook, on which is the practical part applied. At that is described and evaluated the specific case of building a community of web site Marketing Journal.
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Silva, Catarina Duarte Ferreira da. "Planeamento em social media : elaboração de um plano de social media marketing para a empresa The Bakery Crossfit." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/11626.
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Mestrado em MarketingO objectivo deste Trabalho de Projecto foi construir um Plano de Social Media Marketing para a The Bakery CrossFit, sendo hoje em dia uma peça fundamental no Marketing de qualquer organização que deseje uma presença online integrada.
This Project work intends to prepare a Plan Social Media Marketing for the company The Bakery CrossFit, a key issue in Marketing to any organization wanting an integrated online presence. The CrossFit is a fitness sport practiced in gyms, based on functional and diversified movements executed at a relatively high intensity, without the use of machines.
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Pitt, Christine. "B2B brand engagement in social media: The employee's perspective." Master's thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/25061.
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Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in simple terms the "value of the brand". Recently, the nature of brand engagement has also changed significantly because of the advent of social media. Not only do users of these social media share personal information with each other, they also comment on, contribute to, and share opinions on the brands that engage them. While the literature is extensive on brand engagement and social media, most of the emphasis is on customers, rather than other stakeholders such as employees, suppliers, and investors. Moreover, the research focuses almost entirely on consumers, the customers of business-to-consumer firms, rather than on the industrial and organizational customers of business-to-business (B2B) firms or their stakeholders. Only very recently have scholars begun to explore both customer and employee engagement and their effects on firm performance in both the business-to-consumer and business-to-business arenas. The research presented in this dissertation attempts to grow the literature in two ways. First, it focuses on brand engagement in business-to-business firms rather than business-to-consumer; second, it does this by studying a stakeholder group other than customers, namely, employees. Moreover, it does this through the employee lens, rather than the lens of the firm; in other words it explores how employees engage with firms rather than how firms engage with their employees. The study utilizes an exploratory research design focusing on qualitative data. The data consist of job reviews posted by employees of B2B firms on the social medium Glassdoor.com. Glassdoor.com collects company reviews and real salaries from employees of a range of organizations and displays them anonymously, and users are also able to rate their employees on a five-star scale. The firms chosen were based on a ranking study by the research firm Brandwatch, and were split into two groups, namely the 30 top ranked firms, and the 30 bottom ranked firms. These reviews were then analyzed, using Hart's theory of word choice and verbal tone, in DICTION, the content analysis software. The results indicate that there are significant differences between top ranked and bottom ranked firms, and also between top rated and bottom rated firms. Employees of top ranked firms are significantly more optimistic in their reviews, while employees of bottom ranked firms express significantly more certainty, activity and realism. There are no significant differences with regard to commonality. With regard to firm ratings, the employees of highly rated firms are significantly more optimistic, while employees of low rated firms score significantly more on all the other dimensions of word choice and verbal tone. The employees of top ranked firms are significantly less insistent in their reviews but display significantly more embellishment, variety and complexity. Similarly, in the case of firm ratings, highly rated reviews are significantly less insistent, but exhibit significantly more embellishment, variety and complexity. The thesis contributes to academic knowledge in four ways. First, it is the first study to consider brand engagement in the business-to-business environment from an employee perspective. Second, the study contributes by providing a perspective on brand engagement from two sides, namely highly ranked B2B companies and low ranked B2B companies, as well as highly rated B2B companies and low rated B2B companies. It highlights the differences between these two groups with regard to brand engagement. Furthermore, it permits a focus on the differences between employees who rate an employer brand high versus those that rate it low, regardless of how the brand is ranked independently. Stated differently, in a brand engagement context, the study identifies specific dimensions or calculated variables that distinguish high and low rankings and ratings. Third, this is the first study that examines employee brand engagement using Hart's theory of word choice and verbal tone. This means that it employs a robust means of comparing pieces of text, or in this particular case, the text resulting from an employee's review and rating of an employer, as a proxy for employee brand engagement. Fourth, this study is the first to use the DICTION content analysis software to examine employee brand engagement in a business-to-business context. It demonstrates DICTION's ability to operationalize Hart's five dimensions of text, and the calculated variables, as well as confirming DICTION's capacity to handle very large text files. The study also has implications for marketing managers, and for brand executives in the business-to-business arena specifically. First, it enables managers to identify the most important dimensions of brand engagement according to Hart's theory, when employee reviews are posted on social media. When managers are able to discern which dimensions figure prominently in the most highly regarded brands according to employees, they can begin to formulate strategies that might enable them to develop these dimensions in their own environment. Likewise, when they are able to distinguish the dimensions that mark the least highly regarded brands, or the dimensions that occasion negative reviews, they will be able to develop strategies that enable their firms to overcome these effects. Second, the use of data such as that available on Glassdoor will allows managers to compare the nature of their brand engagement to others, such as competitors or firms they wish to benchmark against, and to develop strategies that will enable them to shift their level of brand engagement over time. Third, the results of the study reinforce the notion that brands and human capital are more important and interlinked than most managers acknowledge. The management of these two assets therefore requires more than occasional attention; rather, they should become part of regular organizational brand strategy.