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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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Lal, B., Elvira Ismagilova, Y. K. Dwivedi, and S. Kwayu. "Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research." Springer, 2018. http://hdl.handle.net/10454/17927.
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YesSocial media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.
The full-text of this book chapter will be released for public view at the end of the publisher embargo on 13th Nov 2021.
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Kainat, Kainat, and Patrizi Jennifer. "Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96051.
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As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing.
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Atanassova, Iva Valentinova. "Social media practices in SME marketing activities : a dynamic capability approach." Thesis, University of Portsmouth, 2016. https://researchportal.port.ac.uk/portal/en/theses/social-media-practices-in-sme-marketing-activities(51e63012-f766-4dee-b336-67e05c73a26c).html.
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This thesis explores the marketing transformation processes taking place in a diverse selection of SMEs as a result of their use of social media. Building on literature from SME marketing, social media and dynamic capabilities, the Market Intelligence Accumulation Through Social media (MIATSM) model is developed and presented, which conceptualises the processes and factors, affecting the organisational ability to transfer market intelligence gained from social media into internal, organisational-level learning and marketing evolution. The study employs phenomenological case study methodology to develop five explorative case studies of diverse SMEs operating in South East England. The data was collected via semi-structured interviews with key actors, social media data and informal discussions, and thematically analysed using MIATSM model. The MIATSM model application demonstrated that at the operating capability level, through the use of social media on a daily basis, and applying proactive logic, two of the studied companies built absorptive capacity and this learning was captured on a strategic level and led to strategic changes in their marketing practices. Organisational VRIN (valuable, rare, inimitable, non-substitutable) resources, such as loyalty, engagement, and relationships, were also positively impacted. The other three case companies exhibit disjointed, outbound practices, unclear strategic direction, rigid structure, narrow mind sets, and broken internal communication flows, which constrained the accumulation and application of market intelligence for marketing evolution. The findings of this research highlight that the organisational factors – culture, structure and systems, actors, and resources – have crucial importance for developing an ability to adapt to new information that arises externally, and reaping the benefits of organisational social media use. The findings demonstrate the research and practical application of the MIATSM model in shedding light on the highly context-dependent and under-researched processes of absorptive capacity development on operating and dynamic capability level through the use of social media, and the follow-on marketing evolution. This thesis makes original contributions in that it extends the understanding of the role of social media for SME marketing practices development, and provides a model to guide understanding development in the area. Additionally, these findings bring contribution and new insights to the SME Marketing, Social Media and Dynamic Capability literature. Future research should build on this study by applying the MIATSM model to other industry and organisational contexts.
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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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Kadivar, Nima, and Branzell Lina Eek. "Social Media Influencers : Vad tycker dagens kvinnor?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21996.
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I takt med den ökade betydelsen av symbolisk konsumtion har begreppet Social Media Influencers, SMI, grundats. SMI är ett samlingsbegrepp för de oberoende personer som genom sina sociala medier påverkar och inspirerar sina följare genom att vara en förebild inom mode, skönhet, livsstil, hälsa och inredning. SMI representerar dagens opinionsledare då de genom sina sociala medier sprider marknadsföring som människor uppfattar som uppriktig och genuin. Idag används SMI strategiskt av företag för att nå ut till kunder på ett individualiserat och anpassat sätt. Den här nya typen av marknadsföringsstrategi kan ses som en modern version av Word of Mouth (WOM). Marknadsföringsstrategin grundas i att informationen som kommer från en SMI ofta uppfattas mer som rekommendationer än reklam. SMI har en betydande roll på marknaden idag då det är viktigare än någonsin att visa upp vilken social grupp man tillhör. Speciellt för unga kvinnor, som finner det viktigt att passa in och följa nya trender. Instagram är utsedd till en av de mest skadliga sociala medierna för ungdomars mentala hälsa. Detta då det bidrar till en ohälsosam självbild och skapar höga krav på människors liv. Samtidigt som SMIs roll på marknaden växer, blir konsumenter allt mer reklamtrötta. Därför ifrågasätts SMI som fenomen och 329 kvinnor runt om i Sverige har besvarat en webbenkät kring sin inställning till SMI på Instagram. Det är tydligt att många kvinnor har svårt att bilda en konkret uppfattning kring sin inställning till fenomenet och många varierar sig i sina ställningstaganden. Undersökningen visar att kvinnor med högre utbildning och i äldre åldrar är kritiska till budskapen SMI sprider via Instagram, medan kvinnor med lägre utbildning och i den yngre generationen anser marknadsföringen från SMI som uppriktig och ärlig i en högre grad. Undersökningen visar också att trots att många kvinnor har en negativ inställning till SMI säger de sig ändå handla produkter som SMI rekommenderar.In line with the increased importance of symbolic consumption the notion of Social Media Influencers, SMI, has been found. SMI is a concept used to describe independent people who both influence and inspire other people on their social media channels by being a role model in fashion, beauty, lifestyle, health and interior design. SMI represents today’s opinion leaders by using their social media channels to spread advertising and marketing to people who perceive the information as sincere and genuine. Today SMI are used in companies business strategies to reach out to customers in a individualized and faithful manner. This new kind of marketing strategy can be seen as a modern version of Word of Mouth (WOM). The purpose by using this kind of marketing is that the information that comes from an SMI are often perceived more as recommendations than advertising. SMI’s got a significant role on the market today and it’s more important than ever before to show what social group you belong to. Especially for young womens, who finds it important to fit in and follow the last trends. Instagram is one of the social media platforms which is the most detrimental for young people’s mental health. It contributes to an unhealthy self-image and creates high demands on people's life. At the same time as SMI is rapidly growing, consumers gets tired of being constantly chased by advertising. Therefore people are now questioning SMI as a phenomenon. 329 women in Sweden have participated in a web survey about their approach to SMI at Instagram. It’s shown that many women find it hard to form a concrete perception of their attitude towards the phenomenon and many women varies in their positions. The survey shows that older women and women with higher education are critical towards what SMI’s are posting on Instagram, while women with lower education and in younger generations consider SMI's marketing to be sincere and honest. The survey also shows that despite the fact that many women got a negative attitude towards SMI, they’re still keen on buying whatever that SMI recommends them to buy.
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Lugli, Andrea. "Search engine marketing nel settore della ricerca e selezione del personale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amslaurea.unibo.it/2709/.
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Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, oggi godono di una fortissima se non predominante attività online, come il settore della ricerca e della selezione del personale. Questo settore, in particolare, ha subito tutta l'influenza di Internet. Annunci, ricerche di lavoro, consulenze, sono quasi totalmente presenti attraverso il canale online. Tale cambiamento ha portato ad una scossa nel mercato, cambiando le modalità di offerta e di domanda dei servizi, determinando chi dovesse sopravvivere e chi no. È Internet stessa ad offrire uno strumento fondamentale per la rivalutazione delle proprie attività e il ritorno di piccole imprese a guidare il mercato, soprattutto nelle realtà locali. Riuscire ad avere il coraggio di affrontare il cambiamento che Internet impone, riorganizzando il proprio lavoro e la propria struttura, è oggi un trampolino di lancio per competere con i grandi head hunter del settore, con aziende del calibro di Monster che sembrano ormai irrangiungibili.
Li pensiamo irrangiungibili perché dominanti nei motori di ricerca: sistemi che veicolano attraverso di essi l'informazione e che oggi sono lo strumento che tutti noi quotidianamente utilizziamo per raggiungere le aziende e i loro servizi. I motori di ricerca sono però anche il luogo più democratico della rete. Non sono i soldi o la forza numerica data dell'essere una grande azienda a determinare il posizionamento in essi. È invece la capacità di inviduare e focalizzare il proprio core business che offre la possibilità di primeggiare tra le realtà locali, siano esse a livello provinciale o regionale ad esempio. In queste realtà, in questi settori, non sono i grandi attori internazionali ad avere più possibilità di successo ma sono le attività vicine al territorio ad esserne i leader. Capire questo e agire sulle leve che permettano alle PMI di dirigere il mercato è l'obiettivo di questa tesi.
La tesi inizia con una analisi dei principali motori di ricerca italiani, di come sono strutturati e come essi riescono a valutare chi possa essere presente per una determinata keyword e chi non possa esserlo ma soprattutto la qualità attribuita e la posizione assunta. L'argomentazione viene sviluppata su due differenti percorsi: il primo analitico, dove vengono presentati i motori di ricerca, i loro algoritmi, la loro storia e la loro evoluzione futura, per capire come poter essere presenti oggi e come poter esserlo domani. La seconda parte è invece operativa, analizzando Teseo: un'agenzia di ricerca e selezione del personale operante a livello regionale nell'Emilia Romagna e fortemente specializzata in alcune attività molto specifiche. E' stato prodotto un prototipo di sito studiando i punti di forza e le debolezze di sistemi come WordPress e, infine, il lavoro punta alla sua messa online, al confronto tra i risultati raggiunti dal vecchio sito e quelli ottenuti con il nuovo, con una parte finale dedicata a delle attività collaterali e alla valutazione di strategie future sul lungo periodo.
Nel settore della ricerca e della selezione del personale via Internet, come può una PMI sopravvivere contro i grandi head hunter?
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Nielsen, Henry, and Katja Schildknecht. "How companies use social media marketing to acquire new customers in times of crisis." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-41391.
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There is little doubt that crises have a major impact on both companies and humanity. However, the picture is less clear when it comes to what challenges small- and medium-sized enterprises (SMEs) have to overcome when facing the crisis. Regulations and recommendations of the government are influencing the challenges to conduct business for SMEs. Social media marketing and the associated communication seems to form a great opportunity to overcome the challenges of the crisis. Additionally, the formation of groups in social media and the associated communication among users can be another beneficial factor during a pandemic crisis. The purpose of this paper is to examine how companies may use social media marketing as a strategy to acquire new customers during a pandemic crisis and comply with challenges arising due to the crisis. Interview data has been gathered from eight owner-managers of SMEs in Sweden; the focus was on Restaurants in Sundsvall. They have been interviewed on aspects of their approach to the COVID-19 crisis, their usage of social media marketing as well as customer acquisition during these times. A thematic analysis was used in order to connect the findings with the theory as well as detecting themes. Themes are: Challenges of a crisis for SMEs, social media marketing, and customer acquisition. The overall picture did show that all the informants suffered from the challenges due to the crisis at some point. Nevertheless, social media is a very useful tool for SMEs like restaurants to market their activities and offers, especially during times of crisis when budgets and income are lower.
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Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.
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This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.
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Moita, Teresa Alexandra Filipe. "Plano de marketing da Mindshaker para o lancamento do novo produto SmartSales." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12855.
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Mestrado em MarketingPortugal vive atualmente numa sociedade digital. Nos últimos anos assistimos a várias alterações a nível tecnológico, exemplo disso são as redes sociais e o comércio online que estão cada vez mais integrados na sociedade portuguesa. A Mindshaker, uma microempresa na área das novas tecnologias, pretende lançar um novo produto de promoção e venda online. Nesse sentido, o plano de marketing apresentado tem como principal objetivo a análise ao mercado e potenciais clientes para esse produto. Seguidamente é definida toda uma estratégia adequada para o lançamento do produto, a segmentação do mercado e o marketing-mix. A estratégia de investigação adotada é o action research, foi usada a técnica de mixed methods para o desenho da pesquisa. Nesta ótica foram realizadas duas dezenas de entrevistas informais e uma entrevista semiestruturada aos dois sócios-gerentes da empresa. Foi também efetuado um inquérito por questionário a PME?s, com o objetivo de obter mais informação sobre como as empresas veem o uso das redes sociais, a promoção digital e a venda de produtos online. Da análise efetuada foi possível traçar o perfil destas empresas tendo em conta as características do produto e os resultados da análise de mercado e potenciais clientes, tendo as variáveis selecionadas sido a tecnologia, o setor, a dimensão e a idade da empresa. O setor onde atua a Mindshaker está em constante desenvolvimento, com o aparecimento de novas tecnologias as empresas estão cada vez mais recetivas, o que representa uma oportunidade de crescimento deste mercado.
Portugal currently lives in a digital society. In recent years we have seen a number of changes in technology, an example is the social networking and e-commerce that are increasingly integrated into Portuguese society. Mindshaker, a small company in the new technologies field, plans to launch a new product for online promotion and sales. The presented marketing plan aims to analyze the market and the potential customers for this product and defines an appropriate strategy for the product launch, market segmentation and marketing-mix. The adopted research strategy was action research and the mixed methods technique was used for the research design. For this purpose, several informal interviews were carried out and, particularly, a semi-structured interview to both company's managing partners was conducted. A survey through questionnaires to SME's was also made, in order to get more information on how companies see the use of social networks, digital promoting and selling products online. From the performed analysis it was possible to define the companies' profile, taking into account the product features and results of the market and potential customers analysis. The selected variables were: the technology, the industry, the size and age of each company. The sector in which Mindshaker operates is in constant development, and with the emergence of new technologies, companies are increasingly receptive, representing a growth opportunity of this market.
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Kang, Rui, and Li Wei. "Integration of the Social Networking Media into Relationship Marketing Strategy : an investigation of sustainable cooperation between Newman and PetroChina." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10675.
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Network communication technology has developed for decades. As a result, nowadays, marketers can communicate clients more effectively through the use of social network media to develop a powerful relationship marketing strategy. This dissertation compares relationship marketing strategy with existing marketing theories. Based on the comparison, the dissertation uses qualitative approaches to analyze the cooperation between Newman Co. (It is a social media service firm that helps companies with relationship marketing strategy.) and PetroChina, so as to propose a successful way to integrate the social network media into a relationship marketing strategy. Some materials are gathered from email interview with Mr. Zhao, the Manager of the Service Department from Newman Co. Moreover, the dissertation conducts a case study (It is based on interview with Mr. Peik Hua, the General Manager of Southwest Branch of PetroChina) about what benefit that PetroChina has got through using Newman's social media system (Remote video conferencing system). The purpose of this dissertation is, by analyzing those materials, to identify what social media can do for relationship marketing strategy, and how it works, so as to find out and highlight the benefits of social media networking. Meanwhile, this dissertation attempts to definite how SMEs form large clients relationship, such as Newman co., to approach large clients and gain their trust to incorporate social networking media into their relationship marketing strategy.
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T, Kovács Gregor. "Marketingové možnosti Internetu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222159.
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The aim of this work is to summarize the current possibilities and used approaches in the field of online marketing, and the possibility of their aplication on selected www pages. The goal is to present an approach for raising the marketing effectives and strength of a web page and increasing so its viewer rate. The work discusses the methods used in the process of online marketing analysis and the planning of online marketing strategies. The work also focuses on the field of social media marketing.
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Holm, Pontus, and Max Banfalvi. "The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104661.
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Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. By reviewing recent research, indications that SMMA has a relationship with other items in the form of Brand Image and Purchase intention becomes clear. Therefore, the authors attempt to examine this relationship even further in order to contribute to the already established scientific body. Furthermore, previous research declared a gap in terms of context which this study aimed to fulfill. Purpose: The purpose of this study was to examine how Social Media Marketing Activities affect consumer purchase intention through brand image as the mediator. The authors aimed to contribute to already existing research and propose implications, especially of the electronic industry context which can be further examined in the future. Methodology: The study was of quantitative nature with a deductive approach which enabled the authors to deduce and create four hypotheses from the basis of existing literature. The research design of the thesis was cross-sectional where the authors created an online questionnaire in order to gather primary data. The sample was gathered through a non-probability sampling technique called convenience sampling which gathered 141 responses. Findings: Of the four hypotheses stated, all of them were accepted. Therefore, the authors of this paper could argue for the findings that SMMA was shown to have a significant impact on brand image. Secondly, brand image was evident to have a significant impact on purchase intention. Thirdly, brand image was shown to mediate the relation between SMMA and purchase intention. Lastly, SMMA also showed a significant impact on purchase intention. Another finding was that none of the control variables (gender, frequency of online purchase) was shown to have a significant impact on the results. Conclusion: The authors of this paper concludes that SMMA affects consumer purchase intention through brand image as a mediator within the context of the Swedish electronic industry.
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Phan, Anton, and Sinem Yedic. "“This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18256.
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An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. With the growth of influencer marketing, regulations and guidelines in Sweden have been put in place to ensure consumers integrity. SMIs and companies are required to disclose paid partnerships. However, many companies have the perception that truthful marketing can affect consumers brand perception negatively. Research based on consumer brand perception and disclosed paid partnerships between SMIs and companies have not previously been explored. Therefore, the purpose of this thesis is to explore how consumers perceive brands when SMIs disclose paid partnerships. In order to gather consumers ́ brand perception when SMIs and companies collaborate, a qualitative study using focus groups was conducted, where the participants thoughts and opinions have been studied. The findings of this thesis indicate that the communication and characteristics of SMIs influences consumers brand perception. The factors analyzed were: influence of SMIs, content, trust and truthfulness. The factors were important for how consumers perceive the SMI and brand of companies. The most important implication of this thesis is that the study can be of use for companies that seek to collaborate with SMIs when the aim is to reach target groups and enhance brand perception.
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Andersson, Therese. "Praktisk optimering av marknadsföring i sociala medier." Thesis, Linnéuniversitetet, Institutionen för datavetenskap, fysik och matematik, DFM, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20505.
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Detta arbete undersöker hur företagare praktiskt kan optimera sina marknadsföringssatsningar i sociala medier. Marknadsföring i sociala medier är något som många företagsledare prioriterar eftersom det främjar en tvåvägskommunikation som i sin tur kan leda till att man når ut till fler kunder och ge lyckade vinsteffekter. Arbetet behandlar utvalda best-practices för att hitta de rekommendationer som kan ses som bäst lämpade för att praktiskt optimera ett företags webbsida och profilsidor i sociala medier. För att precisera rekommendationerna granskade arbetet vilka som tillämpas i verkligheten samt vilket behov och vilken kunskap mindre verksamheter har av sociala medier. Detta undersöktes genom att analysera fem företags aktivitet på Internet samt genomföra en enkätundersökning riktad till småföretagare. Resultatet omfattar en sammanställning över adekvata rekommendationer till mindre företag som praktiskt vill optimera sina marknadsföringssatsningar i sociala medier.The purpose of this study is to examine how companies can preform practical optimization of their marketing efforts in social media. Marketing in social media is something that many business leaders prioritize as it promotes a two-way communication, which in turn can lead to the possibility to reach out to more customers and provide successful profit effects. The report examines selected best-practices to find those recommendations that can be viewed as best suited for pracital optimization of a company’s website and profile-pages in social media. In order to define the recommendations, the study reviewed which recommendations were applied to real companies and what need and what knowledge small businesses have in the area. This was examined by analyzing five businesses and their activity in social media, which was followed up by an digital survey targeting small businesses. The result include a summary of appropriate recommendations to smaller companies that want to practically optimize their marketing efforts in social media.
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Sedláček, Martin. "Analýza internetového marketingu v konkrétní organizaci a aplikace nových přístupů." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201103.
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The main target of this work is to monitor the current status and advancement of Internet marketing at pre-arranged trading company. From analysis to draw conclusions, submit them to the guidance, recommend next steps, let it them approve and begin implementing the newly proposed solutions. The author discusses how detailed survey of the current marketing market and customer analysis of the company due to the best possible choice of appropriate marketing techniques. The aim is to streamline the work, save costs, increase conversion rates, and increase the competitive advantage of the customer company. Practical steps are based on theoretical knowledge acquired before and during the creation of this work. The result already is deployed Internet marketing strategies. All the practical work is carried out in the customer enterprise on real data with real Budge on a real goods. The practical part includes evaluation of new marketing techniques, comparison with the prior and subsequent recommendations for the future.
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Hult, Sofia, and Robin Johansson. "Digital effect : En kvalitativ rapport om e-CRMs påverkan på långvariga kundrelationer inom B2B." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45430.
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Frågeställning: Vilken påverkan har e-CRM, som ett stöd till relationsmarknadsföringen, på de långvariga kundrelationerna för SMF inom B2B i tjänstesektorn? Syfte: Syftet med rapporten är att beskriva och analysera vilken påverkan e-CRM har på långvariga kundrelationer. Rapporten kommer fokusera på små och medelstora företag (SMF) inom tjänstesektorn med B2B-relationer och genomförs som en fallstudie av Effect Reklambyrå AB. Företagets befintliga relationsmarknadsföring studeras tillsammans med e-CRM och långvariga kundrelationer för att se hur e-CRM påverkar dessa relationer. Rapporten syftar slutligen till att ge praktiska implikationer till Effect Reklambyrå AB som de kan använda sig av i framtiden vid skapandet av långvariga kundrelationer. Metod: Rapporten har haft en induktiv ansats med ett beskrivande syfte. Undersökningen har utförts med kvalitativa metoder. Datainsamlingen utfördes genom personliga intervjuer och intervjuer via telefon till det empiriska resultatet. För att analysera empirisk data har en kvalitativ dataanalys utförts. Resultat: Resultatet visar på att e-CRM har en positiv påverkan på de långvariga relationerna då de kan stärka de komponenter som ligger till grund för dessa. Det personliga mötet har fortfarande en väsentlig del i relationerna och därför fungerar de digitala kanalerna bra som komplement till dessa. Teoretiskt och praktiskt bidrag: Teoretiskt har denna rapport bidragit till att fylla det gap vilket identifierats i teorin. Praktiskt har rapporten bidragit till rekommendationer för B2B-företag i tjänstesektorn.Research question: What impact does e-CRM have, as a support to the relationship marketing, on long-term customer relationship for B2B in the service sector? Purpose: The purpose of this report is to describe and analyse what impact electronic customer relationship management (e-CRM) have on long-term customer relationships. The report will focus on small and medium enterprises (SMEs) within the service sector with business-to-business (B2B) relations and is made as a case study of Effect Advertising Agency AB. The agency’s relationship marketing is studied together with e-CRM and long-term customer relationships in order to understand what impact e-CRM have on these relationships. The final purpose is to give practical implications to the company that they can use to build long-term customer relationships in the future. Method: To meet the purpose of the paper a qualitative study was undertaken with an inductive approach. Data for the report have been collected through interviews. The empirical data has been analysed through a qualitative data-analysis. Results: The results show that e-CRM has a positive impact on the long-term relationships. This is because they can strengthen the components that form the basis for these relationships. The personal meeting is still an essential element in relationships and the digital channels work as a complement to these. Theoretical and practical contributions: Theoretically, this report helped to fill the gap that was identified in the theory. Practically, the report has contributed to recommendations for B2B companies in the services sector.
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Helsing, Maja, and Julia Strid. "Små lokala företag och sociala medier : En kvalitativ studie av små lokala företags användning av sociala medier för att gynna varumärkets brand equity." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-36344.
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Titel: Små lokala företag och sociala medier -En kvalitativ studie av små lokala företags användning av sociala medier för att gynna varumärkets brand equity Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Maja Helsing och Julia Strid Handledare: Peter Ek Datum: 2021 – juni Syfte: Syftet med denna uppsats var att utveckla kunskapen kring hur små lokala företag kan förbättra deras egen brand equity genom att använda sociala medier. Metod: Vi har använt oss av ett deduktivt tillvägagångssätt. En kvalitativ forskningsmetod i form av tio semistrukturerade intervjuer har genomförts i datainsamlingen, tillsammans med en netnografisk undersökning. Respondenterna utgjorde anställda på mindre lokala företag i en svensk medelstor stad, vars arbetsuppgift innefattar att ansvara för företagets sociala medier. Resultat & slutsats: Resultatet visar på att det för små lokala företag är fördelaktigt att använda sig av sociala medier. Till följd av att det bidrar till högre varumärkeskännedom samt skapar bättre kundrelationer, vilket påverkar CBBE positivt. Examensarbetets bidrag: Den här studien bidrar med ny kunskap kring de positiva effekterna av små lokala företags användning av sociala medier. Studien ökar den kunskap som finns gällande de fördelar som finns samt största svårigheterna företagen möter. Förslag till fortsatt forskning: Denna studie har främst undersökt återförsäljare av produkter. Det vore därför intressant att genomföra en liknande studie på antingen försäljare av egen produkt eller tjänsteföretag. Nyckelord: CBBE, Sociala medier marknadsföring, Små företag, Lokala företag, Kundrelation.Title: Small local businesses and social media- A qualitative study of small local companies' use of social media to benefit the brand's brand equity Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Maja Helsing and Julia Strid Supervisor: Peter Ek Date: 2021 – June Aim: The aim of this study was to develop knowledge about how small local companies can improve their own brand equity by using social media. Method: We have used a deductive approach. A qualitative research method in the form of ten semi-structured interviews was conducted in the data collection, together with a netnographic examination. The respondents were employees of small local companies in a Swedish medium-sized city, whose task includes being responsible for the company's social media. Result & conclusions: The result show that it is beneficial for small local businesses to use social media. As a result, it contributes to higher brand awareness and creates better customer relationships, which has a positive effect on CBBE. Contribution of the thesis: This study contributes new knowledge about the positive effects of small local companies' use of social media. The study increases the existing knowledge regarding the benefits that exist and the greatest difficulties companies face. Suggestions for future research: This study has mainly examined retailers of products. It would therefore be interesting to carry out a similar study on either seller of their own product or service companies. Key words: CBBE, Social media marketing, SME, Local business, Customer relationship.
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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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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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Backman, Sally, and Moa Holgersson. "Små företags sätt att synas." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-15379.
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The most dominating type of company in Sweden is the small-sized business and it usually lacks its own marketing department. The purpose of this paper was to analyze several small Swedish businesses which are specialized in different sectors of the Mechanic/Technology industry but they are similar in terms of having niched products and they are leading companies in the world. The objective was to do research about how small businesses work with marketing despite its lack of resources and capital. This survey has shown that customer contacts, customer relationships and especially for those investigated companies, it was very important to focus on globalization and product development in order to build a Point of Difference.
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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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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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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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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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Martof, Jan. "Návrh změn marketingové komunikace vybrané společnosti na Internetu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-318314.
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The purpose of this thesis is to propose changes of marketing strategy on the Internet. Based on theoretical knowledge and general analysis of competitors online communication have been proposed particular elements of SEO. Many of these proposals can be practically used. Results of this work can help optimize own website, start PPC campaign or just to be solid groud for other marketing activities on the Internet.
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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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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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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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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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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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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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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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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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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.
Full textAbstract:
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.
Full textAbstract:
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.