Dissertations / Theses on the topic 'Social media marketing company Ahmedabad'

The purpose of this thesis was to gain an understanding of how the use of social media can build customer relationships and how interactions in these communication channels can be managed and optimized. A qualitative and deductive method was chosen for a deeper, more detailed and descriptive explanation of the considered topic. Three case studies have been implemented since this method was optimal to the purpose. Creating customer relationships through social media demands an understanding from a company perspective regarding how to treat customers well, encourage interactions and offer valued information. There are challenges working with social media and it is essential to consider the risks because the word-of-web can spread quickly.

The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.

In recent years the Internet has greatly changed the travel industry and the emergence of social media has driven this change further. In the past travel companies have been natural links between customers and suppliers but today customers can buy travel directly from the supplier, making it difficult for travel companies to attract new customers and retain existing customers. As social media is revolutionizing the way people communicate, the trend suggests that it is becoming increasingly important for firms to take part in this technological development to interact with customers.

Although Internet and social media has a major impact on firm-to-customer and customer-to-customer conversations, there is little guidance in academic literature and organizational contexts on how to use social media in an effective way. Therefore, the aim of this thesis is to describe and explain how social media has transformed the relationships between selected Swedish travel companies and their customers, and how these firms create and sustain value and relationships through social media. Furthermore, we will give implications for management on how to utilize social media to create and sustain value and relationships.

The results of our research confirm that social media is transforming the relationships between firms and customers. From our findings we conclude that the customer has become more empowered, that interaction now occurs through a two-way communication and that social media has made industries and relationships more transparent. The results also indicate that firms do not realize the value that can be created through social media for the customer as well as for the firm. The use of social media among the interviewed firms varies with some firms using social media through many tools and some firms not using social media at all.

Our findings implicate that being aware of what value is created and why the firm is involved in a certain social media tool increases the likelihood of success. The firm should further not be afraid to experiment with social media. However, social media also presents challenges. As social media is characterized by rapidly changing trends, it is difficult to predict what will happen not only in a distant future, but even so just a few years ahead.

This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.

The purpose with the thesis is to identify, analyze and present the problems micro companies in the Swedish fashion and sport industry are facing when using social media as a communication tool in their marketing activities. Also relevant digital communication channels have been investigated and presented. Two case studies have been made with two Swedish micro companies in order to fulfill our purpose and answer our two research questions. The result from the interviews showed that micro companies, overall in the industry, could benefit from using social media as a communication channel, but they struggle to know how they should use it. We answer our research question through creating and presenting our own constructed model that companies should use in their business for planning their social media strategy and overcome the found problems. The thesis is a qualitative research with an abducted approach. We did an active research with a case study on the two companies Kask of Sweden and Gococo. Through deep interviews, we got much information about how they work today and what problems they face when using social media. We have worked with four themes during the entire process; present, relationship, problems and future, to facilitate for the reader and for us. The study has high reability for the investigated companies, and we also argue that it could be of interest for other fashion and sport micro companies at the Swedish market. An theoretical framework was conducted through researching the specific area and finding relevant theory and published material concerning marketing and communicaton, as well as digital marketing theory and publications about social media. The chosen material is presented in the theory chapter where an own constructed model is presented as a guideline for the reader. It will help the reader to find the theories and their elations to each other. We believe it to be a good way of ease the understanding and the relevance of the chosen theories. The research shows that micro companies in the Swedish fashion sport industry faces different problems using social media as a communication platform for their company. Thus micro companies often have a very limited amount of resources and neither have the money, the knowledge or the time to manage a large marketing and communication social media can be beneficial if used properly. Though it comes with a few struggles. The main problems concerned around knowing who their real customer is, how to handle the relationship and create stronger connections with customers, difficulties in knowing which channels to use and how to handle them properly. They also found problems in knowing what how to communicate the right image and get the desired result of the published materials. Lastly the companies sometimes lacked a clear strategy in managing their social media platforms and raised questions about the language use, time consumption and who should run the activates. With our ”Four step-from likes to commitment” model we want to put attention to the most relevant steps a company needs to be aware of before starting and during working with social media, as well as be a strategy to handle and overcome the problems the previously struggled with.
Program: Textilt management, fashion management

The diploma thesis deals with marketing communication of commercial insurance companies on social media. The aim of the thesis is to analyze the current state of the communication activities of commercial insurance companies on selected social media. Based on the identified state and detected interest in these communication activities by customers, recommendations are suggested for improvement of communication online commercial insurance companies to support the sales of insurance products. The first section defines the areas of insurance, marketing communication and social media. After that there is identification of activities that companies can perform on social media to increase brand awareness. These activities can be monitored, evaluated and after that optimized. In the second section there is identified the current state of commercial insurance activities on social media and detected interest in these activities from customers by using qualitative research. Based on these findings, draft recommendations are formulated on possible improvements to the current situation. The benefit of this thesis is the identification of the current state of commercial insurance activities on social media.

Title: Recycling, society and social media: a qualitative case study of a municipally-owned company’s Facebook communication. The aim of the study has been to, through a case study of a company’s Facebook communication create understanding for how the medium may be used as communication channel in order to achieve effective, engaging communication with the company’s Facebook followers. The company Stormossen is a municipally-owned waste disposal company located in Kvevlax, Finland. The study uses a mix of the theoretical perspectives intentionalism and hermeneutics, in that its aim is to look at both sides of the communication process - the sender and the receiver - thus gaining a comprehensive picture of the research problem. The theoretical frame is made up of theories on new media logic and social media, participation, communication strategies and social communication. Two methods are applied in the case study, an informant interview with a key person at the company and a qualitative content analysis of the company’s official Facebook page. A total of 133 status updates were selected for analysis, mainly focusing on examining the content, mode of communication and the followers’ interaction and communication on the page. The main results of the study have shown that the company has not fully adapted to the new media logic in their Facebook communication. The communication strategy used is mainly an inside-strategy with emphasis being placed on organizational targets and the one-way distribution of information about the company and its services, with limited attempts to involve and initiate dialogue with the followers. These findings are in line with earlier research on how companies use social media. The company also has an unclear picture of who their followers are and why they would be interested in interacting with the company on Facebook. The followers on the other hand are mainly passive, and their motive for communication can be explained with the need for self-presentation. In order to create content and communication that the followers find relevant and want to interact with and share, the company has to actively work to adapt more to the new media logic. Facebook should be used both as a way of making information available but also for networking with and inviting followers to participation and dialogue, thus making themselves useful to the followers in order to build a good reputation and effective communication. Key words: Social media, Facebook, web 2.0, social communication/social marketing, civic information, communication strategy, social media-strategy, new media logic, participation, communication model, case study, qualitative study, Stormossen, municipally-owned company

碩士
東吳大學
資訊管理學系
106
Taiwan bakery industry continues to grow, and is facing serious competition problems. Online marketing can help the baking company build a good reputation on the Internet and communicate the core ideas of the company. However, the baking company needs to increase the loyalty of the surrounding consumers, create stable business revenue, and further manage potential customers in the region by using social marketing. This thesis is a case study of baking company. The purpose of this study is to explore the impact of the local conventional baking company on its operational performance after the introduction of social marketing. This study found that social marketing can help cases improve sales performance, contribute to promotion activities, and cultivate loyal customers. In the part of managing social platform: the introduction of coupons helps to increase network traffic; the location of the store, the age of the customer, the identity and the familiarity of the social platform will affect whether the customers join the social platform; customers are most satisfied with services of answering the questions related to the preferential activities and the reservation service on Line@, and Line@ performance in Aggregation ability is not as good as expected. The majority of members are joined from the physical channel. This study can be used as a reference for conventional bakery industry using social marketing.

碩士
國立臺灣大學
臺大-復旦EMBA境外專班
107
Under the continuous development of the Internet and technology, for startup companies, with limited visibility and marketing budget, online marketing is their best chance. Today''s brands focus on accurate marketing, not only to accurately target the consumers, but also to effectively reach consumers. As long as the marketing strategy is implemented properly, even without a lot of budget, can create great benefits. With social media, loyal consumers can even be connected in a more effective way. Therefore, mainstream social networking websites, from Facebook, Twitter, Instagram, etc., gradually become the best tools for online marketing. This article focus on a case study of a car audio installation company. Through the experience of the case company operating their social media marketing, it shows how Taiwanese companies use online marketing to increase brand awareness and interact with consumers, thereby increasing brand awareness.

Word-of-mouth (WOM) is emerging in importance for brand reputation and understanding of consumer behavior. Motivations to engage in WOM has been largely studied in marketing literature. How companies respond to WOM online was accounted in marketing literature to deliver distinguishing managerial response strategies to brands. This research project focuses on identifying which response strategy is the most crucial to make customers satisfied after a negative WOM. Text mining and sentiment analysis were used in order to draw conclusions from actual online consumer behavior. Negative WOM (NWOM) was extracted from different brand pages on Facebook, as well as the responses from the companies to these NWOM and the reaction from the NWOM’s writer to the brand’s response. A literature-based framework using Davidow's Facilitation, Apology and Attentiveness, and Benoit's Corrective Action was tested on the data. Further moderation analysis was conducted to test effects of NWOM’s polarity and industry on the relationship between the responses and satisfaction. Results reveal that Facilitation is important to response satisfaction. Whenever brands re-directed original NWOM writers to formal complaint means, their satisfaction increased. This was especially true for hospitality and e-commerce industries. Reversely, for hospitality and e-commerce industries, Apology had a negative impact on response satisfaction. Results yielded that Attentiveness decreased response satisfaction when polarity was a moderator. Managers should provide effective means for consumers to voice their disappointment and not rely on apologies alone. Future research should tackle more in depth the intricacies of languages and the distinction of complainers and brand haters on response strategies.
O word-of-mouth (WOM) está a crescer em importância no ramo da reputação da marca e a compreensão do comportamento do consumidor. As motivações para engajar em WOM tem sido amplamente estudado na literatura de marketing. A forma como as empresas respondem ao WOM online foi contabilizado na literatura para fornecer às marcas estratégias de resposta diferenciadas. Este projeto concentra-se em identificar qual a estratégia mais crucial para satisfazer os clientes. O método escolhido foi o text mining e sentiment analysis devido à necessidade na literatura de obter respostas sobre comportamentos reais de consumidores. Extraímos WOM negativo (NWOM) de diferentes páginas de marcas no Facebook, as suas respostas e a reação dos escritores do NWOM a essas respostas. Um modelo da literatura utilizando Facilitation, Apology, Attentiveness de Davidow e Corrective Action de Benoit, foi construído. Análises de moderação foram realizadas para testar os efeitos da polaridade e da indústria da NWOM na relação entre os tipos de respostas e a satisfação. Os resultados revelam que Facilitation é importante para a satisfação. Quando as marcas redirecionavam os escritores da NWOM para meios formais de reclamação, a sua satisfação aumentava. Revela-se verdade para as indústrias de hospitalidade e e-commerce. Adicionalmente, Apology teve impacto negativo na satisfação. Attentiveness diminui a satisfação quando a polaridade é moderador. Os gestores devem construir melhores meios de reclamações e não contar somente nas suas desculpas. Futuros investigadores devem abordar a complexidade das línguas e a distinção entre escritores de reclamações e aversão à marca nas estratégias de resposta.

This study examined Procter & Gamble’s attempts at the use of social media in revitalizing the Old Spice brand of products. Old Spice, which had witnessed declined sales and market share, was observed to transform and become ranked among P&G’s super brands by the conclusion of the social media campaign. Previous studies relied on the diffusion of innovations theory in the explanation of the observed phenomena. However, this project draws on the ideas of the strength of weak ties hypothesis and the diffusion of innovations theory to explain the observed process. Research findings give evidence of how new technologies like social media, have redefined how brands engage with consumers, and spread the word electronically about brand uniqueness and dominance. Findings also revealed that brands considered to be old could leverage on social media in recreating consumer awareness of the positive qualities of the product as against the retrenchment of the product line.
Access to thesis permanently restricted to Ball State community only.
Department of Journalism

碩士
大葉大學
企業管理學系碩士班
107
Social media is the most popular communication tool in the internet which is used content sharing, interaction, and community based input. Recent years, Social media users sharply increased till four billion and 2.1 million or 66% of the total population are using social media in Mongolia. The number is higher compared to other countries. Also, Past researchers allowed that Social Media is the most effective marketing tool in the business and multiple companies actively use to increase customer purchase intention and brand loyalty. Social media is more targeted and effective than other marketing channels, and the most advantages are possible to evaluate advertisement distribution and directly interact with customers. This research study focused on measuring Social Media Marketing impacts on customer purchase intention and brand loyalty in Unitel company. Research study collected high quality primary data from 320 respondents using Social Media. To investigate the relationships among independent and dependent variables, SPSS 21 software was used to do reliability, descriptive, correlation, regression analysis.

Como elemento final do mestrado em Ciências da Comunicação, na vertente de Comunicação Estratégica, a presente dissertação teve como principal objetivo perceber quais são as estratégias de marketing de conteúdo mais eficazes junto dos clientes do setor rental car e de que forma é que estes reagem aos diferentes tipos de conteúdos (gostos, comentários ou partilhas), bem como aos respetivos formatos. Nesse sentido, no âmbito do estágio realizado na Car Rental Company, era fundamental identificar e analisar quais as tipologias dos conteúdos que se encontravam na página do Facebook da Rent-a-Car, bem como o respetivo formato. A investigação foi realizada através de um estudo netnográfico no Facebook e de uma observação participante, contando não só com uma entrevista ao administrador da Car Rental Company e outra a um embaixador da marca, mas também uma análise de todos os posts produzidos por mim na página do Facebook da Rent-a-Car e as reações quantitativas aos mesmos durante o período de 1 a 31 de maio de 2018. Nesta análise constavam os diferentes tipos de conteúdo desde perguntas a promoção de eventos. Assim, concluiu-se que os conteúdos em que se divulgava as viaturas da Rent-a-Car com perguntas são o preferido dos clientes, uma vez que detêm um número elevado de interações face aos restantes e as imagens são o formato preferido dos utilizadores. Relativamente às entrevistas verificou-se que o Facebook é efetivamente um meio de comunicação através do qual os consumidores chegam à Car Rental Company. Contudo, ao contrário do que se verificou na análise, para o embaixador da marca, os conteúdos em que se divulgavam eventos, tais como, o “Fim de semana da GDAuto Maio2018”, são aqueles que se destacam face aos restantes.
As the final component of the master’s degree in Communication Sciences with a major in Strategic Communication, this dissertation intends at mainly to obtain an understanding of which are the most effective content marketing strategies among the rental cars’ clients and how the lattery react to different types of content (likes, comments or shares), as well as different formats. Given this, under the Car Rental Company internship scope, it was essential to identify and analyse which content and format types were posted on the company’s Facebook. The research was accomplished through a netnographic study in Facebook and a participating observation, comprising of interviews with a Car Rental Company’s manager and an ambassador of the organization. Furthermore an analysis of every posts published by myself on the rent-a-car’s Facebook between the 1st and 31st of May of 2018 was conducted including the analysis of the quantitative reaction to those posts. This analysis contained all the different types of content, from questionaries to promotional events. From the work performed we conclude thatposts showing the rent-a-car’s fleet alongside with interactive questions were the ones preferred by clients as they show an higher number of interactions. Regarding the interviews Facebook is mentioned as a communication channel for Car Rental Company customers to contact with the company. Nonetheless, contradicting the results from the analysis, in the brand ambassador’s opinion the posts where events are advertised, such as “Fim de semana da GDAuto Maio2018”, are the most relevant.

Выстраивание компанией коммуникации с потенциальными потребителями через маркетинг социальных медиа может стать одним из основных путей поддерживания двухсторонней коммуникации в интернете. В нашей работе мы сфокусировались на формировании модели коммуникации компании с учетом характеристик социокультурных групп, а именно поколений. Работа посвящена изучению психологических, демографических и культурных особенностей поколений, а также особенностей их поведения в социальных сетях. Мы предложили SMM-модель, а также матрицу, которые могут упростить выбор основных элементов коммуникации в социальных сетях. Проведенная на основании сформулированной модели SMM-кампания показала высокие результаты и перспективность учета характеристик социокультурных групп для ведения коммуникации.
The company's building of communication with potential consumers through the marketing of social media can become one of the main ways to support two-way communication on the Internet. In our work we focused on the formation of the company's communication model, taking into account the characteristics of sociocultural groups, namely generations. The work is devoted to the study of psychological, demographic and cultural features of generations, as well as features of their behavior in social networks. We proposed an SMM-model, as well as a matrix, that can simplify the choice of the basic elements of communication in social networks. Based on the formulated model SMM-campaign showed high results and the prospect of taking into account the characteristics of sociocultural groups for communication.

The role of best practice in delivering Company Strategy-Brand Promise delivering "Escape through Glamour," has become an issue for the management of Ster-Kinekor as the competitive set in the entertainment arena, increases and becomes aggressive. This has compounded by the digital explosion which has made home entertainment sexy and raised the benchmark of picture and sound quality. Prices are extremely competitive and this practice is supported by the criminal element, i.e. Piracy. The increase in live and televised sports entertainment, television entertainment in general and outdoor activities has contributed to the pressure in growing revenue. Ster-Kinekor has identified the new middle income segment as an opportunity for growth and has identified perceived value of the entertainment format as a key barrier. This is true for the Living Standard Measures (hereafter, LSM) 8, 9 and 10 segment of the market as well. The need to increase the perceived value of the brand and the entertainment it offers has been identified as a key issue by senior management. This study will highlight the concepts of branding and best practice within a review of Ster-Kinekor operational (best practice) interventions. This will be followed by a detailed analysis and interpretation of 800 intercept interviews which will inform the study concerning the market impact of the interventions. In addition, informal interviews were held with various members of management. Ster-Kinekor has introduced a number of initiatives, including a number of best practice interventions under a project entitled "Good to Great." This interventions are aimed at installing best practice within the business with the overall intention of improving customer experience and thereby driving the bottom line. The study therefore will analyse the impact of this these initiatives as intended by Ster-Kinekor management. In conclusion, the study will provide recommendations for consideration in order to enhance the perceived value.
Thesis (MBA)-University of KwaZulu-Natal, Westville, 2006.

The diploma thesis "Social advertising opportunities in the practice of the Czech social work" is devoted to the relatively new advertising genre for our society- the social advertising, and how social workers can now use this type of advertising in their activities. The thesis defines the concept of public service advertising, describes the history of its origin and the level of development in some countries, and also by whom and for what purposes it is mainly used. The author aims to answer the question whether PSA can be considered as one of the tools of the social work, which gives us an opportunity to draw public attention to the existing social problems, find ways to solve these problems and prevent the occurrence of new pathological phenomena. The diploma thesis also focuses on social marketing, which is closely related to social advertising and should be used for the success of any social campaign, as well as on new trends in the activities of commercial organizations. These trends are identified as Corporate Social Responsibility. The conclusion is devoted to the description of problematic aspects of social advertising and its use in the social work, and the measures that can be taken for the development of social advertising in the Czech Republic in general and specifically in the...

Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies. Its main headquarters is in Germany. Its subsidiary in Portugal which will be focussed in this thesis, has been struggling for the last years to keep up sales figures, not only due to economic crisis but also due to strong regulations and changing preferences of physicians, their main target. Even though Boehringer Ingelheim Portugal is already recovering and on the fast lane concerning their market growth, it is still important to find new ways to continuously reach health care professionals (HCP). This degree dissertation consequently aims at giving a broader overview of the industry’s general background as well as of the pharmaceutical market in Portugal. Furthermore, the reader will get a deeper insight of the company’s background and its position on the market as well as its marketing and sales structure and its current strategies to address physicians. Current used marketing approaches will be presented and discussed. A market research study will provide insight on physicians changing preferences of communication channels as well as on competitors’ actual marketing strategies. This will allow understanding Boehringer Ingelheim Portugal’s position regarding a multichannel marketing approach in comparison with other players on the market. Furthermore the study will give insight on trends in the offline and online marketing area. Overall, this thesis strives to give a better understanding on physicians’ areas of interest and their communication preferences with pharmaceutical companies in order to find a new pharma sales promotion model that increases the effectiveness of marketing and sales approaches towards HCP.