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Dissertations / Theses on the topic 'INTERNET – SOCIAL - MEDIA – MARKETING - YOUTUBE'

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Published: 24 April 2022

Last updated: 30 July 2025

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1

Hurychová, Andrea. "Marketing Strategy of YouTube in the Czech Republic." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197417.

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The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be take

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2

Calisir, Jessi, Urun Jiyan Duran, Gabriella Ekman, and Narin Özkeskin. "Webbaserad marknadsföring för ett DJ-kollektiv : Ett examensarbete i hur man internationellt marknadsförett DJ-kollektiv med hjälp av sociala och digitala medier." Thesis, Södertörns högskola, Institutionen för kommunikation, medier och it, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16699.

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Man brukar säga att en bild säger mer än tusen ord. Att marknadsföra ett företag genom att använda bilder och video är en strategi som används i allt större utsträckning då det ses som ett starkt marknadsföringsverktyg. I moderna samhällen kan företag inte bara nöja sig med att erbjuda sina tjänster, de måste också sälja dem genom att skapa ett tydligt varumärke. Ett varumärke skapas av en image och denna image ska som mål kunna representera varumärket alldeles självt. Syftet med detta examensarbete är att få en bredare förståelse av marknadsföring via sociala och digitala medier. Examensarbet

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3

Mendonça, Marcus Mentzingen de. "As redes sociais virtuais: motivos para a utilização pelas organizações no Brasil." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10957.

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Submitted by Marcus Mentzingen de Mendonça (marcus.mendonca@fgv.br) on 2013-06-27T20:48:01Z No. of bitstreams: 1 2013-01-17 Dissertação Marcus Mentzingen de Mendonça.pdf: 2812702 bytes, checksum: a7159ed4fa5d434d8589e845880fdb45 (MD5)<br>Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2013-06-28T12:51:59Z (GMT) No. of bitstreams: 1 2013-01-17 Dissertação Marcus Mentzingen de Mendonça.pdf: 2812702 bytes, checksum: a7159ed4fa5d434d8589e845880fdb45 (MD5)<br>Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-07-03T13:07:13Z (GM

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4

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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5

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 analyze

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6

Bengtsson, Sabrina, Cecilia Wiklund, and Granquist Angelica Wass. "Musikbolags kommunikationsprocess via social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-32278.

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SAMMANFATTNING Titel: Musikbolags kommunikationsprocess via social media Författare: Sabrina Bengtsson, Angelica Wass Granquist och Cecilia Wiklund Handledare: Joachim Timlon Kurs: Kandidatuppsats 15 hp i Företagsekonomi inriktning Marknadsföring, Music & Event Management, Linnéuniversitetet, Hösttermin 2013-2014. Forskningsfråga Hur kommunicerar svenska musikbolag med sina kunder genom social media? Syfte Syftet med uppsatsen är att beskriva hur kommunikationsprocessen ser ut via social media, analysera hur svenska musikbolag kommunicerar via sociala medier samt ge rekommendationer till h

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7

Sanders, Alex Michie. "UsTube -- An Exploration of the Relationship Between YouTube and Influencers." BYU ScholarsArchive, 2020. https://scholarsarchive.byu.edu/etd/9068.

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Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself"with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers,"in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books, an

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8

Vintersvärd, Anna. "Copyright in Social Media : A Preparatory Study in Access to Protected YouTube Clips." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Redovisning och Rättsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-17747.

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Social media, such as YouTube, contain different types of information provided by the users. Because of the popularity and ability to reach out to others, coprorations might want to use this information in its advertising. However, some of the information is copyright protected works. How can a coproration use the limitations in the copyright protection to its advantage? Even when it is allowed to use the work with regard to the limitations in the copyright protection, attention must be paid to personal information and marketing provisions. This bachelor's thesis disclosures the method by whic

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9

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.<br>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 pr

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10

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 infor

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11

Corvera, Madeleine, and Karolina Johansson. "SMEs and social media : A study about how SMEs in the fashion industry should approach social media." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16792.

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Background The rules of marketing are changing all the time and companies have to develop new types of marketing to survive in the hard competition today. Technology has taken marketing in a new direction, where online marketing is the most dynamic and fast-moving field within marketing today. Social media is a part of online marketing that has increased a lot over the past years. Companies in the apparel industry are using social media frequently today as a way to communicate with their customers and are now being able to communicate and reach to their consumers to a much lower cost than ever

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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

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13

Sanders, Alex Michie. "UsTube - A Grounded Theory Analysis of the Relationship Between YouTube and Influencers." BYU ScholarsArchive, 2020. https://scholarsarchive.byu.edu/etd/8893.

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Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself" with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers," in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books

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14

Harlig, Alexandra M. "Social Texts, Social Audiences, Social Worlds: The Circulation of Popular Dance on YouTube." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1557161706452516.

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15

Viola, Antonio. "Social Media Marketing e valore dell'esperienza d'acquisto: il caso Starbucks." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2012. http://amslaurea.unibo.it/3913/.

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16

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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17

Granlund, Cajsa, and Lisa Prick. "A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75458.

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The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or n

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Rost, Richard, and Oskar Sandström. ""Ni måste se det här klippet" : En studie av gymnasieungdomars Youtube-vanor." Thesis, University of Kalmar, School of Communication and Design, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-511.

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<p>The purpose of this study is to show and explain how and why Swedish young people use Youtube.</p><p>We conducted a written survey, asking approximately 120 students between the ages 16 and 18. The survey was carried out in the classrooms in order to receive answers from as many students as possible. We then interviewed six of them to gain further knowledge of why they use Youtube the way they do.</p><p>The survey showed that Youtube is used by all of the students and very frequently by most of them. Comedy and music videos are by far the most popular genres that are viewed. In most cases w

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Gabriel, Vladislav. "Internet v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.

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This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication

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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 wo

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21

Plšek, Vítězslav. "Internetový marketing v sociálních médiích." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223630.

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Social media represent brand new environment, which can be very useful for marketing communication, product propagation and also for getting a feedback from customers. The aim of thesis is to analyze multiple ways of social media usage at companies using social media to propagate themselves on the Internet. Information resulted from this research will go through further analysis and create marketing comminucation plan of the company specialized for expedition flashlights.

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22

Albornoz, Arbieto Claudia Samanta. "La interrelación de youtubers peruanos con sus seguidores en Youtube: Caso del vlogger Kenrovlogs." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653159.

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El presente trabajo analiza al youtuber e influencer Kenrovlogs con la finalidad de explicar las interacciones con sus seguidores en Youtube e Instagram. Se describirán las características narrativas de sus videos que funcionan como detonante de las interacciones con sus fans, se explicarán las formas de interacción digital que surgen entre él y sus seguidores a partir de la publicación de estos vlogs; finalmente se identificará el perfil de los usuarios peruanos que consumen y se fidelizan a sus vlogs. La investigación sigue un diseño cualitativo, se empleará la técnica de entrevista semiestr

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23

Rosa, Nuno Gonçalo Henriques da. "O impacto das redes sociais no marketing: perspectiva portuguesa." Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2443.

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Mestrado em Marketing<br>As mudanças ocorridas nos últimos anos, no panorama dos media, associados aos desenvolvimentos tecnológicos, originaram novos comportamentos no consumidor. O poder das comunicações das marcas deixou de estar centrada apenas nas iniciativas das empresas, o que permitiu um novo relacionamento das marcas com o consumidor, transformando-o num Prosumer. As Redes Sociais e a importância que as suas plataformas assumem na nossa vida, o que para alguns autores é uma extensão da vida real, permitem esta proximidade e, sobretudo, a interactividade. Nas Redes Sociais os utilizado

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Caseiro, Bruno da Silva. "Os social media na promoção das actividades da Dreamlab." Master's thesis, Universidade de Aveiro, 2010. http://hdl.handle.net/10773/3500.

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Mestrado em Comunicação Multimédia<br>Este projecto em contexto empresarial teve como principal objectivo melhorar os processos de promoção das actividades da empresa “Dreamlab” através dos “Social Media”. Tendo em vista um mercado cada vez mais competitivo é necessário compreender os mecanismos que podem ser adoptados para publicitar uma empresa de uma forma eficaz e rápida. Pretende-se assim desenvolver uma maior presença da “Dreamlab” no campo dos Social Media, constituindo um ponto de acesso central com informação geral e também personalizada, direccionada para os Social Media. Espera-s

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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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Submitted by Felipe Bogea (fbogea@gmail.com) on 2018-08-11T16:54:25Z No. of bitstreams: 1 tese_Felipe_Bogea_20180805.pdf: 1312790 bytes, checksum: f043260e3a0d0be59420a94f738b5833 (MD5)<br>Approved for entry into archive by Debora Nunes Ferreira (debora.nunes@fgv.br) on 2018-08-13T14:42:40Z (GMT) No. of bitstreams: 1 tese_Felipe_Bogea_20180805.pdf: 1312790 bytes, checksum: f043260e3a0d0be59420a94f738b5833 (MD5)<br>Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-08-13T15:24:08Z (GMT) No. of bitstreams: 1 tese_Felipe_Bogea_20180805.pdf: 1312790 bytes, ch

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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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Kotenová, Lenka. "Analýza komunikace influencerů z pohledu brand marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359837.

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Influencer marketing passed through a significant development toward social media in last few years. Influencers, who are in power to influence through their channels, grew into more important part of brand marketing communication. The purpose of this thesis is an analysis of typical signs, tendencies and measurements of campaigns on certain current examples of biggest czech influencers.

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Niu, Jing. "An investigation of marketing communication facilitated by social media platforms." Electronic Thesis or Diss., Jouy-en Josas, HEC, 2023. http://www.theses.fr/2023EHEC0009.

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Cette thèse se penche principalement sur ce qui motive les interactions des utilisateurs de médias sociaux (les antécédents), ce qui détermine les modèles d'activités de différents utilisateurs (le contenu), ce qui influence l'efficacité des activités des médias sociaux (la mise en oeuvre), et ce qui détermine les résultats de ces activités (les conséquences)<br>This thesis predominantly delves into what motivates social media users' interactions (the antecedents), what determines patterns of different users' activities (the content), what influences the effectiveness of social media activitie

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Sologuren, Verne Marí Ainize. "El social media marketing como estrategia para potenciar una empresa." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2013. http://hdl.handle.net/10757/303411.

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Se desarrolla una estrategia de social media marketing para la empresa Alfil Comunication Group, con el objetivo de desarrollar un buen posicionamiento e imagen de la empresa en el mercado, tomando en cuenta que la herramienta debe requerir un bajo presupuesto y generar una buena rentabilidad, estimada en el corto, mediano y largo plazo.<br>Tesis

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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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Mangolothi, Brightness. "The use of social media for marketing and communication purpose in institutions of higher learning." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1019698.

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Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-inter

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Biden, Sean. "A non-industry specific social media framework and plan allowing for the creation of execution of a sustainable social media strategy." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/85159.

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Social media is a marketing phenomenon that is taking the business world by storm. It goes beyond just being a marketing channel; because it is extremely disruptive by nature and has the potential to affect entire business models. Yet when it comes to social media execution, so many companies get it horribly wrong. Social media remains a part of marketing; it is not a replacement for it. However, it has the ability to redefine many aspects of marketing because it encourages conversation, community involvement and input from the public. Social media is changing the way companies communicate wi

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Juřenová, Jana. "Sociální sítě a jejich komerční využití." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76136.

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The purpose of this master's theses is to analyze possibilities utilization of social network in business. The theses is focused on comparison of the most important contemporary social networks in the world and also on looking for thein commercial utilization. Before this, there is the analysis of the situation of internet and clearing of the term internet marketing. In theses, there is emphasis on separation of two main ways of advertising in social networks. First way is making the communities about the companies, products or brands and the second one is advertising by promotional systems of

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Ip, Ka Weng. "The use of Facebook fan page on promotion :a case study of the local online cake shop : Choco Choco." Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3690644.

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Maia, Gabriel Monteiro da Fonseca Leal. "A estratégia do marketing viral no laço social contemporâneo." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/17053.

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Made available in DSpace on 2016-04-29T13:31:10Z (GMT). No. of bitstreams: 1 Gabriel Monteiro da Fonseca Leal Maia.pdf: 598823 bytes, checksum: 35700c02e6514ebcf21024b2cc2f933a (MD5) Previous issue date: 2014-03-28<br>Conselho Nacional de Desenvolvimento Científico e Tecnológico<br>The present work had as its main purpose to investigate, under the lacanian psychoanalytic notion of discourse as a form for enjoyment implementation on social bonds, the way in which the modality referred to as "viral marketing" largely employed in the Internet fuses with the technical properties of netw

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Johansson, Amanda, and Julia Kviberg. ""Den här produkten rekommenderar jag." : en kvantitativ studie i parasocialitet och påverkan på YouTube." Thesis, Stockholms universitet, Institutionen för mediestudier, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-152101.

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This Bachelors essay aims to investigate the interaction and relationships between young, Swedish YouTube viewers and the YouTubers they watch from a parasocial point of view, and further discuss the role of these relationships in influencer marketing on YouTube. Moreover, we examine the general effectiveness of influencer marketing through an audience perspective. What follows below is a mainly quantitative survey study, with a strain of qualitative data. The investigation and the discussion that follows, is largely based on Horton and Wohl’s concept of Parasocial Interaction, alongside Word

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Agozzino, Alisa L. "Millennial Students Relationship with 2008 Top 10 Social Media Brands via Social Media Tools." Bowling Green State University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1262651087.

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Olejová, Jana. "Internetový marketing vybranej spoločnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234370.

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Diplomová práca sa zaoberá súčasnými prístupmi a praktikami Internetového marketingu. Cieľom práce je voľba a následná aplikácia nástrojov online marketingovej komunikácie, ktorými by sa zvýšilo povedomie o značke vybranej spoločnosti. Preskúmaním jednotlivých nástrojov internetového marketingu, práca navrhuje online komunikačný mix firmy s využitím sociálnych médií a online reklamy.

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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.<br>Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was m

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Shumba, Richard Christopher. "The effectiveness of social media in the marketing of a selected commercial bank in the Western Cape, South Africa." Thesis, Cape Peninsula University of Technology, 2018. http://hdl.handle.net/20.500.11838/2803.

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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2018.<br>The key objective of this study is to determine the effectiveness of social media as a banking communication tool for a selected commercial bank in the Western Cape, South Africa. A secondary objective is to measure bank users’ perceptions regarding the use of social media to market various banking products and portfolios. The study employs a confusion matrix design to collect and analyse data, combining quantitative and qualitative research methods to understand and address the research problem. An eme

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Oji, Obiefula Nnadi Elvis. "Usage barriers and effectiveness of social media platforms by small businesses in the Cape Metropole, in South Africa." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2537.

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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2016.<br>SMMEs have been touted as the major driver of any economy – they create jobs, reduce poverty level and generally improve the livelihood of a society. Even with these lofty advantages, SMMEs encounter numerous challenges. These range from lack of access to funding, poor education and understanding of small business management practices. Embedded in small business management practice, is the need to undertake proper marketing. Marketing has recently featured as one of the main challenges of small business

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Scholz, Ondřej. "Marketing na sociálních médiích se zaměřením na cestovní ruch." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193394.

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Master's thesis called Social Media Marketing Focusing on Tourism is devided into two parts. The first part examines general conditions for development of social media with regard to development of the internet and individual types of contemporary social media. The second part is focused on specifics of the tourism marketing. In this second part are also analyzed selected marketing activities of business entities in the tourism industry in social media. In the conclusion of the second part there is analyzed a questionnaire survey among users of social media whose results are summarized in the

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Victal, João Luiz de Bittencourt. "O Maquiavélico Príncipe Eletrônico: A Mídia e as Manifestações de 2013 no Youtube." Universidade Federal Fluminense, 2017. https://app.uff.br/riuff/handle/1/4359.

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Submitted by Programa de Pós-Graduação em Mídia e Cotidiano (ppgmc@vm.uff.br) on 2017-08-21T17:15:45Z No. of bitstreams: 1 João Victal - Dissertação final 19.06 (EDI).pdf: 1109721 bytes, checksum: f6be61eb43a37bd1cf13b129a043092f (MD5)<br>Approved for entry into archive by Jussara Moore (jussaramoore@id.uff.br) on 2017-08-30T16:46:51Z (GMT) No. of bitstreams: 1 João Victal - Dissertação final 19.06 (EDI).pdf: 1109721 bytes, checksum: f6be61eb43a37bd1cf13b129a043092f (MD5)<br>Made available in DSpace on 2017-08-30T16:46:51Z (GMT). No. of bitstreams: 1 João Victal - Dissertação final 19.06 (EDI)

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Bergström, Joakim, and Mariel Svensson. "Value creation and relationships in transformation : A study of social media in the travel industry." Thesis, Linköping University, Business Administration, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-58718.

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

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Mayande, Nitin Venkat. "Network Structure, Network Flows and the Phenomenon of Influence in Online Social Networks: An Exploratory Empirical Study of Twitter Conversations about YouTube Product Categories." PDXScholar, 2015. https://pdxscholar.library.pdx.edu/open_access_etds/2465.

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Traditional marketing models are swiftly being upended by the advent of online social networks. Yet, practicing firms that are engaging with online social networks neither have a reliable theory nor sufficient practical experience to make sense of the phenomenon. Extant theory in particular is based on observations of the real world, and may thus not apply to online social networks. Practicing firms may consequently be misallocating a large amount of resources, simply because they do not know how the online social networks with which they interact are organized. The purpose of this dissertatio

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Ramsunder, Monica. "The impact of social media marketing on purchase decisions in the tyre industry." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/1637.

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Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships (Stelzner, 2009; 2010) and the social web has presented a new form of communication through social media which allow people to interact and converse with each other (Evans, 2010). This presents marketers with the opportunity to affect consumers purchase decisions through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase de

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Demishkevich, Maya. "Small Business Use of Internet Marketing: Findings from Case Studies." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1340.

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Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and h

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Sebastião, João Paulo Caetano. "O consumidor participativo - como a Internet e os dispositivos móveis transformam a compra numa experiência social." Master's thesis, Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa, 2012. http://hdl.handle.net/10362/7516.

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Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Ciências da Comunicação<br>Como consequência da integração das tecnologias de informação no processo de gestão de marketing, encontramos um novo tipo de consumidor que tem a possibilidade de estar permanentemente em contacto, para efeitos de comunicação e compra, numa perspectiva económica, social e humana. A sua participação é cada vez mais activa, em tempo real, intensa e instantânea, obrigando as organizações a flexibilizarem e agilizarem os seus processos, de forma a darem respostas rápidas

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Rumplíková, Blanka. "Využití sociálních sítí pro podporu konkurenceschopnosti v podnicích." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149910.

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This thesis focuses on the issue of social networks. Social networks are one of the many types of social media, which are defined in the introduction of this thesis and described their characteristics. The thesis focuses on the options of two social networks in marketing and on the internet marketing in general. There are three criteria for the use of social net-works in companies -- sales promotion, publicity and communication. They are first de-scribed theoretically, analyzed in the environment of a particular company, the company Student Agency, and ultimately within these criteria suggeste

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Cupp, Nicole Leshaan. "Perceptions on the use of social media in the banking industry." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/5489.

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As banks operate in a competitive environment, it is important for managers and marketers to identify how customer satisfaction and customer retention levels can be can be improved through social media aspects. Although models of customer satisfaction and customer retention have been well researched for client products/services, the literature available on social media as a marketing tool is limited in quantity compared to other more established areas of marketing. This research study reviews existing literature on the banking industry in terms of its characteristics and challenges. Literature

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