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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and O. A. Vasylieva. "Social media marketing strategy." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13474.
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Ball, Cheryl E. "A new media reading strategy /." Available online. Click here, 2005. http://sunshine.lib.mtu.edu/ETD/DISS/ballc/balldiss.pdf.
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Feldmann, Valerie. "Leveraging mobile media : cross-media strategy and innovation policy for mobile media communication /." Heidelberg [u.a.] : Physica-Verl, 2005. http://www.loc.gov/catdir/enhancements/fy0663/2005920593-d.html.
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Carinus, Suzaan. "Articulating a personal social media strategy." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95672.
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Thesis (MBA)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: History and statistics confirm that social media and the internet has come a long way and is bound to keep evolving and growing in the future. But many opposing views and criticism surround the ubiquitous use thereof.
One’s personal social media strategy is the basis of personal branding. Managing the strategy pro-actively and creatively is thus very important. The report gives a quick overview of the web key concepts, technologies and tools currently available for social media participation. These tools are grouped by looking at various current social media classification frameworks that exist. Alas, classification must also somehow make provision for forthcoming platforms – and is thus not conclusive.
A discussion of the latest technological, digital and social media trends and adoption factors were also included. Knowledge of the trends influence the personal social media strategy formulation heavily. Intermediaries can also assist to provide the required knowledge or experience and also more extensive services if chosen, because creating content is much different from merely consuming it and the technologies, tools and trends change incredibly fast.
Several case studies were analysed to gain insights about guidelines, etiquette, risks, challenges and achievements in the social media arena. The various lessons demonstrated the importance of establishing guidelines for social media participation. The case studies further demonstrated that the level of transparency the world has now, won’t support having different identities for a person. Everybody need to understand and accept the societal shift and adjust their behaviour accordingly, if they want to achieve success in the digital arena. This is also of the essence to CEO’s – as their companies will increasingly require their involvement in the social media arena, in order to remain relevant.
All the relevant factors were taken into consideration in order to compile a suggested framework for personal social media strategy compilation. Following the framework, not as a recipe but as a mere guideline, will assist individuals to draw up their own personal social media strategy.
The strategy consists of four phases, namely planning, organising, execution and monitoring and are set out with several building blocks contained in each, as well as advice on how to approach each building block.
Despite the formality of the given framework, it is imperative to remember to have fun – if the creator is not, the audience certainly also won’t and all the effort will most definitely be wasted.
Key words: Personal social media strategy; Social media; Social networking; Social media guidelines; Personal social media strategy framework
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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.
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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.
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Brooks, Evan Thomas. "The Adaptive Media Strategy of Greenpeace in China." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338388499.
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Gustavsson, Niklas. "Create, maintain and reap the rewards of a social media strategy." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-208998.
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This report analyzes the effects that social media marketing has on companies who choose to invest in a social media strategy. Previous research has looked at separate parts of a social media strategy, but no holistic view of the entire life cycle of a social media strategy has been created. Further, this report looks at what companies who choose to invest in a strategy gain from it in terms of different sources of business value. Advertising over digital media has increasingly taken market shares from more traditional advertising such as print, radio and TV. A large portion of this digital advertising is done through social media in the form of directing content at a specific target audience using the various social media platforms marketing algorithms. This increase in digital advertising is coupled by more companies choosing to create a social media presence. However, often have these social media presences failed to net any results due to a lack of understanding of the social media environment and how the consumers use the platforms. A case study was conducted on Marvelous, a Nordic digital agency specializing in social media. The case study also analyzed one of Marvelous’ clients who has invested in a social media strategy through them. The reason for this case study was to see how social media marketing is done in practice by a leading company within the industry. To complement the case study and get a less nuanced view of the development of a strategy and the results of it, qualitative interviews were held with other industry professionals who have worked with social media for several years. The results show that the life cycle of a social media strategy is made up of six stages: the pre-assessment stage, the strategy creation stage, the basics & hypotheses stage, the maturation & capitalization stage, the short-term evaluation stage and lastly the long-term evaluation stage. These different stages help companies in creating a strategy to guide social media efforts sustainably over a long period, leading to economical sustainability of the companies through granting advantages such as increased brand strength, increased sales and reaching a new consumer basis amongst other advantages. These advantages are gained while simultaneously strengthening the bond between consumer and company through the two-way communication that social media has enabled.<br>Denna rapport analyserar effekten som marknadsföring via sociala medier har på företag som bestämt sig för att investera i en social mediestrategi. Tidigare forskning har utforskat olika delar i en social mediestrategi, men ingen holistisk vy av hela livscykeln har skapats. Vidare så tittar denna rapport på vad företag som har investerat i en strategi får ut av det i form av olika källor av affärsvärde. Marknadsföring över digitala medier har ökat och fortsatt tagit marknadsandelar från mer traditionella källor såsom print, radio och TV. En stor del av denna digitala marknadsföring görs via sociala medier genom att rikta ett budskap mot en specifik målgrupp med hjälp av de olika sociala plattformarnas marknadsföringsalgoritmer. Denna ökning av reklam via digitala medier syns även i form av att fler företag väljer att skapa en närvaro på sociala medier. Däremot så misslyckas ofta denna sociala närvaro att gynna företag på grund utav en brist på kunskap om det sociala medielandskapet och hur kunder använder dessa plattformar. En fallstudie gjordes på Marvelous, en nordisk digitalbyrå som specialiserar sig inom sociala medier. I denna fallstudie undersöktes även en av Marvelous kunder som har investerat i en social mediestrategi via dem. Anledningen till denna fallstudie var att se hur denna marknadsföring görs i praktiken av ett ledande företag inom industrin. För att komplettera fallstudien och få en mindre nyanserad bild av utveckling av en strategi och dess resultat så utfördes även intervjuer med andra experter inom industrin som har arbetat med sociala medier i ett flertal år. Resultaten visar att en livscykel för en social mediestrategi är uppgjord av sex skeden: förhandsbedömning, strategiskapande, etablering och hypotesprovning, mognads- och kapitalisering, kortsiktiga utvärderingar och slutligen långsiktiga utvärderingar. Dessa skeden hjälper företag att skapa en strategi för att vägvisa deras insatser på sociala medier hållbart över en lång period vilket kan leda till ekonomisk hållbarhet för företagen. Detta genom fördelar såsom ökad varumärkesstyrka, högre försäljningsgrad, att nå ut till en ny kundbas och andra fördelar därtill. Dessa fördelar fås medan företagen samtidigt stärker bandet mellan kund och företag genom den tvåvägskommunikation som sociala medier har möjliggjort.
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Plajner, Jan. "Communication Strategy of Kenvelo." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75793.
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This thesis is dedicated to the problem of communication strategy in the fashion business with application on one of the fashion retailers, Kenvelo. Clothing business, or as we will refer here fashion business is together with food, transportation and communication businesses one of the most natural and essential parts of our lives. Nonetheless, fashion business is one of the most challenging and unpredictable ones, driven by many different factors and sometimes hardly comprehensive links. The main aim of the thesis is to identify the communication tools appropriate for the target group of Kenvelo, develop a new concept for communication and propose a media plan which would support this concept.
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Wang, Jenny. "How do we look on Instagram? : A communication strategy for Swedish branding agencies." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-55381.
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Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is done visually, which can be a good choice for branding agencies. The purpose of this thesis is to suggest a strategy for Instagram using results from a study of Swedish branding agencies’ use of Instagram, during a period of one year. The empirical study was done using a quantitative content analysis, in combination with an image analysis. A selection of six agencies were used for the two analyses to gain understanding of the research topic. Findings showed that Instagram was mainly used to humanize the agencies’ identity, and at the same time filled a showcasing function. A digital strategy plan was created for a Swedish branding agency called LLC Design. The plan created a total of 62 posts for a period of six months, with four different themes called Vi Värmland, Vi i LLC, Showcase and Kunskap, to deliver diverse content.
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Bång, Andreas, and Joy Hell. "Digital Marketing Strategy : Social media and its contribution to competitiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44984.
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Purpose The purpose of this study is to explore how the use of social media can contribute to a firm‟s competitive position and identify the key factors that lead to a successful use of social media. Research 1. How can social media within digital marketing strategy contribute to Swedish SME‟s ability to compete? 2. Which are the key factors for successful application of social media for Swedish B2B companies? Methodology The study has used a qualitative research with both semi structured interviews and email correspondence. Three Swedish SME‟s that operate within the manufacturing industry were selected as case companies. Findings Social media can contribute to a firm‟s competitive position as long as the firm has a well-established network and has studied the adequate platforms to utilize before the implementation. Social media can also increase brand awareness among B2B companies. Managerial implications Companies which are working in an international context can find it beneficial to integrate social media platforms due to its strengthening effects on relationships, both new and existing. Companies should also investigate the different digital platforms that are available in order to find the applications that adapt best to the company and its industry before the implementation. Theoretical implications By applying social media to a firm‟s network it will increase brand awareness and make the network with stakeholders stronger. This study verifies previous research that claims that digital marketing strategies can act as an instrument of competitiveness. Limitations The amount of companies investigated in this study is too small to generate representative results that can act as a guidance for other companies in other industries. Only B2B companies from one Swedish region were studied and they all belonged to the manufacturing industry. Future research It is of high interest to verify this research with more profound qualitative and quantitative research, especially with a greater sample of case companies. Keywords: Digital marketing strategy, social media, networking, relationships, brand awareness
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Ogbuji, Bibian Onyinye. "Investigating social media strategy in organisations : implementation and platform evaluation." Thesis, Brunel University, 2018. http://bura.brunel.ac.uk/handle/2438/16349.
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The implementation of SM is considered an important criterion that influences the accomplishment of business performance and achieves competitive advantage. However, there is a limitation in SM research concerning the implementation of SM strategy and the selection of suitable SM platform for business. Therefore, the investigation and analysis conducted in this study provide an understanding of the application of SM in business by examining the implementation process and the selection of SM platform. Accordingly, a SM strategy framework was developed for a practical implementation of business which includes three stage-process. This empirical research context includes two field investigations in relations to the views and experience of the SM personnel who participated in this study. Both investigation phases were analysed using thematic analysis with respect to the interpretive qualitative analysis approach. The research revealed that companies do follow directly or indirectly some base guidelines in employing SM but do not have a strategic implementation process in carrying out this activity as described in the framework presented. Also, companies are required to consider selecting a suitable SM platform for business which leads to added value to the holistic strategically implemented process. The analysis of the SM strategy framework revealed that an alignment of SM strategy and business strategy could be established through strategic implementation. The implementation process of SM strategy would require company's readiness as described in the framework to ensure successful SM integration to support in achieving business goals. This research provides in-depth knowledge of how the implementation process can be conducted in stages and the application of this technological innovation. The results of the analysis of the framework indicated that companies establish a presence on platforms where their customers are located. Leading to further investigation in the second phase where Practice theory is employed. Revealing an in-depth understanding on how platform evaluation can be carried out by examining the actual act of enacting the selection process, understanding the routine and considering the individuals involved in shaping and implementing platform evaluation in the company. Therefore, the findings can be used by managers or key SM personnel to implement SM strategy efficiently to improve business performance and applied by researchers for further evaluation and analysis of this process.
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Mou, Jessie Boxin. "Study on social media marketing campaign strategy -- TikTok and Instagram." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/127010.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020<br>Cataloged from the official PDF of thesis.<br>Includes bibliographical references (pages 39-41).<br>Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.<br>Thus, the writer aims to provide companies with recommendations on developing their social media strategies through this research. In order to achieve the goal, the author first reviewed and referenced research completed to understand how social identity theory, individualism vs. collectivism cultures impact consumers' buying behaviors; investigated how co-creation, virtual community transformed consumers' interaction with one and another; and compared consumers' different reactions to content marketing, sponsored content together with user generated content. With understanding of previous research, the writer then focused the study on beauty industry and leveraged beauty industry as a representation to study social media strategies that companies should deploy . She used empathy interview, case studies to understand how consumers behave to different social media marketing programs and made her recommendations to companies developing their social media marketing strategy.<br>Companies should first align on their short term and long term marketing goals and evaluate if its brand and product are suitable to be marketed through these social media channels. Then the company need to decide on which step of the marketing funnel are they trying to improve on in order to select the correct marketing strategy. Lastly, companies should establish its own consumer persona in order to finalize which KOLs to work with and how much budget they have for the social media marketing campaigns.<br>by Jessie Boxin Mou.<br>S.M. in Management Studies<br>S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Toohey, Alexandra P. "Presidential Politics: The Social Media Revolution." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/773.
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Throughout the course of history, presidential campaigning has evolved commensurate with the advancements in technology. FDR mastered the radio, JFK the television and President Barack Obama, the Internet. In both the 2008 and 2012 Presidential campaigns, President Barack Obama used social media via the Internet to understand the voter better than any candidate before his time. Through revolutionary data collection techniques, both offline and online, the Obama campaign obtained vital electorate information. This data was used by the campaign to: target online social media users who were most likely to become politically engaged; and attempt to influence their voting habits, two of the most crucial measures of a successful presidential campaign. This paper analyzes whether the social media campaign strategy deployed by President Barack Obama in both the 2008 and 2012 elections was successful in its attempt to influence the electorate. This is accomplished by evaluating voter turnout and engagement based on targeted demographic groups. Next, I assess how social media has impacted fundraising in the 2st1 century, particularly following the aftermath of the Federal Elections Campaign Act (FECA) in 1974. Finally, I analyze how social media effectively assisted President Obama’s campaign in mobilizing the electorate both online and offline to his benefit.
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Langmajerová, Tereza. "Návrh mediální strategie společnosti Meetfactory." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206970.
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The aim of this thesis is to create a media strategy for a non-profit organisation MeetFactory. The proposal is based on all steps of a media planning process - media brief, situation analysis, definition of goals and media strategy, as well as a mediaplan. The thesis gives a complete overview of the media market, respective mediatypes and creation of the media strategy. Since the thesis is based on the Google Ad Grants programme it contains detailed characteristics of the programme as well as creation of a Google search campaign.
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Johansson, Markus, Ola Arvidsson, and John Zerihoun. "Financial Institution’s Media Strategy : With respect to the Swedish financial market." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1112.
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<p>Financial experts from various financial institutions are often seen in media. Media’s objec-tive towards the society is to report occurring events of interest to its audience. Media ap-pearances through giving expert opinions, is for financial institutions costless and a reason-ably effective way of promoting their top analysts and strategically position their firms. For the financial institutions, there exists competition for being allowed to participate and give expert reports when media is in need for a comment, and therefore a media strategy is con-sidered required. The purpose, used as guidance in this thesis, is to describe the Swedish financial media en-vironment and analyze why certain financial institutions are more active than others. The method when conducting research in this thesis is a combination of both an inductive and deductive approach. The underlying factor behind this choice, rests in the strive to ful-fill the purpose in most satisfying manner and receive as valid and reliable data as possible. The study also uses both quantitative and qualitative data. Statistical research in media companies’ databases and interviews with persons with key positions at the financial insti-tutions has been conducted. The thesis stresses the fact that the broadcasting companies approach strategies towards the Swedish financial industry differently. However, this thesis proves that another reality governs. In truth, all the broadcasting companies have common references for the most appealing financial expert when asking for expert opinions. The financial institution’s standpoints differ in the area of media appearance. The thesis concludes that financial institutions with the most prominent desire to participate and comment a broad range of financial segments in media are proved to be successful in this area. In general though, as a financial institution on the Swedish market, this thesis shows no correlation between having an outspoken media strategy and being successful in this field. This thesis concludes that when discussing which financial institutions that is more suc-cessful than others, the size of the company is important to take into consideration. The study has also proved that financial experts, often equivalent with the analyst, are appeared to be vital for any financial institution in order to succeed in media.</p>
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Wang, Yunchun, and Anna Ivanova. "Social Media Strategy in the Chinese Market : Weibo Platform Case Study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230193.
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Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal interviews. Results and conclusion The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8 key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.
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Kontu, Hanna. "Creating a strategy for social media : perspectives from the fashion industry." Thesis, University of the Arts London, 2015. http://ualresearchonline.arts.ac.uk/13473/.
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Social media have altered the communication landscape and significantly impacted on marketing communication. Research suggests that with the rise of social media, marketing communication has been democratised, and the power has shifted from those in marketing to the individuals and communities that create and consume content on social media and redistribute it across a variety of channels. Yet the implications of social media are still largely unknown among practitioners and managers. Interest in the use of social media in marketing is growing. In particular with the recent special issues on social media published by marketing journals, the body of research is rapidly developing. But despite the growing interest, there are no specific theories that focus on social-media marketing in the fashion industry, and limited empirical research exists on the implications of social media in the fashion sector overall. Research in this area has the potential to inform both further study and practice in relation to the use of social media in fashion-marketing communications. This study explores the development, implications and impact of social media as a part of marketing communications in the fashion industry through case studies and key-informant interviews. In particular, the aim is to build an empirically grounded framework that enables the understanding, explanation and description of the process of building a social-media strategy. The findings arising from this research can help practitioners and managers to make sense of the social-media environment and better understand how to design social-media activities and effectively use social media in marketing communications. As the field is emerging, the methodologies, theories and their application are likely to evolve considerably.
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Mollica, Antonina M. "Development of a media strategy to promote the size acceptance movement." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.S.)--Kutztown University of Pennsylvania, 1996.<br>Source: Masters Abstracts International, Volume: 45-06, page: 2891. Typescript. Abstract precedes second title page as preliminary pages 2-3. Includes bibliographical references (leaves 28-31).
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CAMBA, GIACOMO. "Machine Learning in Social Media Sentiment Classification and Trading Strategy Design." Doctoral thesis, Università degli Studi di Cagliari, 2022. http://hdl.handle.net/11584/333407.
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The goal of this thesis is to build a trading strategy that jointly uses quantitative and qualitative sentiment variables. In particular, we want to see if we can improve the equity line of a trading bot when trained in a trading environment in which we also insert sentiment variables and attention measures in addition to price and volume variables. Our target market is the US stock market and in particular the S&P 500. As a proxy for the equity investors' attention, we use the S&P 500 Google Search Volume Index downloaded from Google Trend, while the sentiment variable is built from textual data of the 4 main financial social media. The text corpus includes the tweets posted on StockTwits and Twitter and the comments published on the Yahoo Finance and Investing Message Board concerning the ticker of the American stock index and its Etf. The downloaded messages are over 5.7 million and cover a period of 15 years from 2006 to 2021. 32% of this data has been labeled by users as bullish or bearish, while the remainder is unlabeled. This meant for us to research the best sentiment classifier and use it to label messages that didn't have one, as we wanted our sentiment variable to include the full amount of data collected. To do this, we adopted the two main financial sentiment analysis approaches on the labeled data, namely the lexicon approach and the machine learning model approach. After testing the classification skills of 16 of the main financial and non-financial sentiment lexicons, and having verified their poor performance, we necessarily had to undertake the machine learning strategy. This meant, first of all establishing the best word embedding techniques distinct between frequentist and probabilistic methods, then comparing different unsupervised learning algorithms to understand if there could be some data dimensionality reduction techniques without losing the most precious information, and finally testing the classification capabilities of the most advanced machine learning models in textual data classification field. Supervised model training included exhaustive parametric research via 5-folds cross-validation for simpler models and random parametric research for more complex models. Ultimately, we find that the best sentiment classifier on our data is the LSTM model, with a test accuracy of 77%. After having employed it to label the unlabeled data, we were able to build a sentiment variable expressing investors' bullish and/or bearish moods. Subsequently, the sentiment and attention variables were aggregated to the price and volume data of the US stock market ETF to create a reinforcement learning environment in which to train our agent. By doing several tests, we discover that our agent achieves a significantly higher return when the sentiment and attention variables are also included in the RL environment.
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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 taken into account in the Czech YouTube marketing strategy will be discussed.
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Stange, Jessica, and Agnes Melin. "Retoriken - ett verktyg för att uppnå legitimitet : En fallstudie om hur UNHCR arbetar med sin externa kommunikation på sociala medier för att skapa samt upprätthålla sin legitimitet." Thesis, Uppsala universitet, Medier och kommunikation, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-376596.
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Legitimacy is something all organizations aims for and much research has been done on gaining legitimacy among profit-making companies, but much less research has been done on nonprofit organizations and their legitimacy. Therefore this study will address this gap between charity organizations, which are nonprofit companies, and their legitimacy. The purpose of this study is to find the rhetorical strategies that ‘Sverige för UNHCR’ applies when communicating via Instagram to gain or maintain legitimacy. This essay's two research questions are; Firstly, what rhetorical strategies does ‘Sverige för UNHCR’ apply when communicating externally via Instagram? Secondly, what strategies for gaining and maintaining legitimacy can be found in the Instagram posts, and how are they related to the specific rhetorical strategies? In order to answer the outline research questions, qualitative methods were used. The empirical material was collected by using a rhetorical analysis of image and text published by ‘Sverige för UNHCR’ on Instagram. These qualitative methods became the base in which this essay gathers and analyses data. The theoretical framework of this study consists of classical rhetoric, visual rhetoric, legitimacy theory and legitimacy strategies. When analysing the empirical material in relation to the theories it proves how rhetoric methods shape the Instagram publications, and in turn shows how the organization works with legitimacy. This study shows that Sverige för UNHCR uses four main rhetorical strategies. It can be concluded that these rhetorical strategies helps the organization to gain and maintain pragmatic and moral legitimacy through different legitimacy strategies by Suchman (1995).<br>Legitimitet är något alla organisationer strävar efter och mycket forskning har gjorts på legitimitetsbyggandet hos vinstdrivande företag. Betydligt mindre forskning har gjorts på ideella organisationer och deras legitimitet. Denna uppsats förväntas studera denna forskningslucka mellan välgörenhetsorganisationer, som ingår i den ideella sektorn, och legitimitet. Syftet med studien är att identifiera organisationen Sverige för UNHCR:s retoriska strategier på sin digitala plattform Instagram för att skapa eller upprätthålla legitimitet. Uppsatsens två frågeställningar lyder; För det första, vilka retoriska strategier använder sig Sverige för UNHCR av sin externa kommunikation på Instagram? För det andra, vilka strategier för skapande och upprätthållande av legitimitet kan utläsas i Instagram-inläggen, och hur är de relaterade till specifika retoriska strategier? Forskningsfrågorna i studien har besvarats genom att tillämpa kvalitativa metoder. Det empiriska materialet har samlats in genom en retorisk analys av bild samt text av Instagram inlägg publicerade av Sverige för UNHCR. Dessa kvalitativa metoder blir således uppsatsens insamlings- och analysmetod. Studiens teoretiska ramverk består utav klassisk retorik, bildens retorik, legitimitetsteori samt legitimitetsstrategier. Dessa teorier sätts i relation till analysen av empirin för att förstå hur retoriken tar sin utformning i publikationerna på Instagram samt för att kunna se hur organisationen arbetar med legitimitet. Denna studie kan urskilja fyra retoriska huvudstrategier som Sverige för UNHCR använder sig av. Slutsatsen visar på att dessa retoriska strategier hjälper organisationen att skapa och upprätthålla pragmatisk samt moralisk legitimitet genom Suchmans (1995) legitimitetsstrategier.
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Groepe, Westonio Sarien. "SARS's IKM strategy : an external perception through the eyes of the media." Thesis, Stellenbosch : University of Stellenbosch, 2006. http://hdl.handle.net/10019.1/3481.
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Thesis (MPhil (Information Science))--University of Stellenbosch, 2006.<br>South Africa held its first democratic election in 1994. At the moment, government
has to address many injustices of the past. For this they need funds. The years
before 1994 saw South Africa isolated from the rest of the world as a result of its
human rights track record. As a result of this isolation, the government has not only
inherited injustices that need to be addressed, but it also inherited debt, which needs
to be repaid with interest. Therefore, the South African Revenue Service is tasked
with the responsibility to ensure an inflow into government coffers.
The South African Revenue Service has been constituted as an autonomous body in
1997. Although the task of revenue collection seems mundane, its enormity cannot
be over-emphasised. The revenue it collects is needed to address issues of
inequality such as:
• equality of education;
• restoration of basic living conditions, such as shelter and health care; and
• upgrading and retaining skills in order to compete globally.
The general perception is that the South African Revenue Service has achieved
much through transformation projects in a very short period. Furthermore, the
President is embarking on a mission to unite the African continent through various
initiatives. Currently, perception gained from the media is that Africa is corrupt and
lacks the economic will to change. The current study was undertaken to establish
whether the model used by the South African Revenue Service, as perceived by the
media, is well received. A positive media perception could pave the way for other
government organisations as well as South Africa’s neighbours to enter into an
information and knowledge sharing partnership with the South African Revenue
Service to the benefit, not only of the country, but also of the continent as a whole.
The conclusion drawn is that the South African Revenue Service is indeed an
example to be proud of. They seem to have formed partnerships with business, professional bodies and foreign agents as well as with the ordinary man in the street
to engage successfully in discussions, which will ultimately lead to the mutual benefit
of all its stakeholders, internal and external.
Finally, from a media perspective, the organisation is perceived to have done South
Africans proud; however, it is also clear from media reports that room for
improvement exists.
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Sadek, Ikhlas M. "Smoking control in Egypt : a proposed television-based strategy." Thesis, University of Salford, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.315458.
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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.
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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.
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Hägglund, Charina Montemar. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88950.
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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 before.Research Question: - What should a small and medium sized enterprise in the fashion industry consider when approaching social media successfully as a marketing strategy?Method: This thesis is based on a qualitative study with mainly in-depth interviews. We have held interviews with several respondents within our research field but with knowledge in different areas. We believe that this gives an overall perspective to the problem.Purpose: The purpose of this thesis is to increase our knowledge of how social media can be used as a marketing tool by SMEs in the fashion industry.Conclusions in short: Our main conclusion to the research is that to work with social medium in a successful way as a small or medium sized fashion company you need devotion. There is no ”right” way, and the strategy takes time. Everything should be well planned according to the nature of the business and the goals. Furthermore it is important to realize that social media is not focused on creating sales, but instead on building relationships and giving you as a business owner an insight to your customers’ minds.<br>Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Wiklund, Elvira. "Improving a company's social media strategy : A study based on a competitive analysis." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-211501.
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This study started off during the spring of 2017 and had the goal of with the aid of a competitive analysis create a new social media strategy for the company Spree. During the last years, digitalization has grown increasingly and has become more integrated in our society. Together with the digitalization, the use of social medias has increased, both for personal use and for business use. For companies, the use of social medias is still relatively new, so a designed and developed social media strategy can be crucial for a company to reach out in the right way and to the right target group. This study show that a well-designed social media strategy can be created with the aid of a competitive analysis together with a deeper analysis of the company’s own social medias. The analysis of the company’s own social medias helps to illustrate the current flaws that exists, while the competitive analysis assist in finding relationships that can help the company get an apprehension of what their main focus should be on.<br>Denna studie borjade under varen 2017 och hade som mal att med hjalp av enkonkurrensanalys skapa en ny sociala medier-strategi for foretaget Spree. Under desenaste aren har digitaliseringen vaxt allt mer och blivit mer integrerad i vartsamhalle. Tillsammans med digitaliseringen har aven anvandningen av socialamedier okat, bade for den enskilda individen samt for foretagen. Men att anvandasociala medier for foretag ar fortfarande relativt nytt, sa att ha en utformad ochvalplanerad sociala medier-strategi kan vara avgorande for att na ut pa ratt satt ochtill ratt malgrupp. Denna undersokning visar att en val utformad sociala medier-strategi kan skapasmed hjalp av en konkurrensanalys tillsammans med en djupare analys av foretagetsegna sociala medier. Analysen av det egna foretagets sociala medier hjalper till attbelysa de nuvarande brister som finns, samtidigt som konkurrentanalysen bistar tillatt hitta samband som kan hjalpa foretaget att fa en uppfattning om vad de borfokusera pa.
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Faustino, Ana Catarina Bordalo. "O papel dos media no quadro do terrorismo como acção estratégica." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2018. http://hdl.handle.net/10400.5/15796.
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Dissertação de Mestrado em Estratégia<br>A cobertura mediática de actos terroristas tem registado duras críticas e levantado questões quanto ao papel dos media na expansão do fenómeno terrorista. Através da aplicação de conceitos teóricos do domínio da Estratégia, e validando a hipótese de o terrorismo constituir um fenómeno de cariz estratégico, percebemos que, apesar de a cobertura mediática ser, muitas vezes, favorável ao cumprimento dos objectivos parcelares dos terroristas – atenção, reconhecimento, respeito e legitimidade -, não é determinante para a obtenção do seu objectivo final. Isto é, não tem um contributo decisivo no desenvolvimento do terrorismo.
A relação entre media e terrorismo é, de facto, complexa. No entanto, os media apenas se apresentam como um meio empregue pelos grupos terroristas. Na verdade, os media são um meio explorado pela sua capacidade de difundir mensagens de forma célere, abolindo a condicionante da distância. Um meio que é simultaneamente uma força material e moral, aumentando substancialmente o potencial estratégico dos intervenientes no conflito, em especial pela possibilidade de mobilizar o factor psicológico tão caro às modalidades de acção indirectas que marcam os conflitos da actualidade. Porém, não se consideram os media decisivos na concretização da estratégia terrorista. Por um lado, pelo facto de o seu emprego enquanto meio ser muito condicionado por factores diversos do ambiente estratégico, podendo até ter impactos inesperados, nem sempre favoráveis ao actor que o empregou. Por outro, porque a mensagem transmitida, ainda que impregnada de uma interpretação feita pelo meio que a divulga, está sempre sujeita a uma camada de interpretação feita pela audiência. E esta interpretação é condicionada por factores de ordem política, social e cultural que envolvem essa mesma audiência.
Deste modo, consideramos que os media são apenas um meio ao serviço da estratégia terrorista. Tal conclusão não invalida, contudo, que sejam debatidas questões relativamente à ética subjacente à cobertura mediática e à forma como os media podem guiar a sua conduta, no sentido de melhor cumprirem os seus objectivos informativos primordiais.<br>The media coverage of terrorist acts has experienced harsh criticism and raised questions about the role of media in the expansion of terrorism. Through the application of theoretical concepts of the strategic domain, and the validation of the hypothesis of terrorism constituting a strategic nature phenomenon, we realized that, despite being the media coverage often favorable to the fulfillment of partial terrorist objectives - attention, recognition, respect and legitimacy -, it is not decisive for achieving their ultimate goal. That is, it does not have a decisive contribution to the terrorism development.
The relationship between media and terrorism is, in fact, complex. However, media present themselves only as a mean employed by terrorist groups. In fact, the media are a mean exploited for its ability to rapidly spread messages by abolishing the distance factor. A mean that is both a physical and moral strength, which substantially increases the strategic potential of the actors in conflict, especially regarding the possibility of mobilizing the psychological factor, so relevant when developing the indirect actions that characterize conflicts today. However, we do not consider the media as a decisive factor in the achievement of the terrorist strategy. On the one hand, because of the fact that media employment is conditioned by several factors of the strategic environment and may even have unexpected impacts, not always favorable to the actor who employed them. On the other, because the message conveyed, although impregnated with an interpretation provided by the media itself, it is always subject to a layer of interpretation made by the audience. And this interpretation is conditioned by political, social and cultural aspects involving that same audience.
Thus, we consider that the media are only a mean which serves the terrorist strategy. Such a conclusion does not invalidate, however, a discussion on the underlying ethical media coverage and on how the media can guide their conduct, in order to better fulfill their primary information purposes.<br>N/A
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Firmannamal, Akhmad. "The engagement of social media and traditional news media in Joko Widodo’s communication strategy for the 2019 Indonesian presidential election." Thesis, Queensland University of Technology, 2021. https://eprints.qut.edu.au/225929/1/Akhmad_Firmannamal_Thesis.pdf.
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This research explored the nature of political campaigning in the digital era through a case study of the 2019 Indonesian presidential election campaign. The project studied how the incumbent President attempted to set the discussion agenda through his engagements with both Facebook and traditional news media, and the implications of the dynamics of this campaigning strategy for Indonesian democracy. The research showed that the President could use Facebook’s technological features and audience reach to influence public discussion and traditional news media agendas. It also found that journalists would act independently and often followed different agendas that influenced social media.
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El-Tahan, Samir, and Daniela Poblete. "Social media use in B2B context : A multi-case study on the use of social media by B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65203.
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In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media.
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The, Richard. "Subjectified : personification as a design strategy in visual communication." Thesis, Massachusetts Institute of Technology, 2010. http://hdl.handle.net/1721.1/62083.
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Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2010.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 87-89).<br>When we encounter statistics too far removed from our personal experience, we sometimes find it difficult to imagine the real implications of that data. While we might understand the information logically, it can be hard to relate it to our immediate personal lives. In this thesis, I investigate a novel visual representation for such data, which I call Personification of Information. This alternative form of data visualization incorporates real people within the viewer's immediate physical or social environment as part of the representation. The goal of this visualization technique is to bring information that is otherwise perceived as distant and detached closer to the viewer. This design strategy is explored in three artistic projects, "What If the World were your n Facebook friends?", "Unification-A Case Study?" And "What Was the Media Lab Thinking About In The Year _ _ _ ?" They are complemented by two projects from other areas that investigate Personification as a design strategy to bring the abstract closer to the individual: "Omnivisu" uses Personification as an interface to architecture; "Giving Character to Characters" applies the strategy to augment digital typography with human expression. Additionally I formalize the findings of these projects as a set of generalized design parameters for Personification of Information.<br>by Richard The.<br>S.M.
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Kosová, Zuzana. "Porovnání marketingových strategií televizních stanic v ČR v 90. letech." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15930.
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This diploma thesis compares marketing strategies of TV stations in the Czech Republic during 1990s. It focuses on segmentation, brands and positioning. The first part defines theoretical terms. Practical part describes television market in the Czech Republic and analyzes and compares marketing strategies of individual TV stations. The last chapter highlights current trends in respect of television market.
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Flannery, John M. "From Math Men to Mad Men: Digital Media & the New Ad Strategy." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/807.
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Developments in advertising are necessarily tied to shifts in media technology – by this very fact, the industry has changed significantly since the 1960s. In the 21st century, ad men have to contend with an increasingly complex and fractured digital landscape. Big, traditional ad agencies – like those depicted in the popular television series Mad Men – no longer dominate; instead, they are forced to compete with a growing class of digital marketing start-ups for a stake in tomorrow’s adscape. Innovative ad serving technologies, instead of creative-driven campaigns, rule the day. Internet technologies have created an environment in which identifying and engaging consumers on an individual level is entirely possible; in effect, the software engineers and data scientists capable of executing these types of campaigns – the “Math Men” – have become the new industry luminaries.
And yet, there is still something to be said about the importance of a sentimental bond between the consumer and product. The type of advertising practiced by Don Draper and his real-life counterparts is based in a fundamental truth about human decision-making: emotions are an integral aspect of information-processing. While there is truth to the Math Men’s core principle that, “Advertising should deliver the right information to the right person at the right time,” There is a good reason that brands such as Coca-Cola, McDonald’s and GE – all vestiges of the Mad Men era – remain some of the most valuable and celebrated in the world. The paper will argue that the future of powerful ad content is dependent upon an appreciation of the Mad Men's creative philosophy, emboldened by an understanding of the ways in which media – and by extension ad serving technology – has advanced since the 1960s.
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Abdelal, Wael. "From the mosque to satellite broadcasting : a historical perspective of Hamas media strategy." Thesis, University of Exeter, 2012. http://hdl.handle.net/10036/3613.
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The media keeps the Palestinian dream of a homeland and quest to end the occupation alive. Thus, the media has been a potent weapon in the story of the Palestinian people’s struggle for freedom. This thesis examines the Hamas media strategy in three different periods, and in its historical and analytical context. The first period begins with the outbreak of the Palestinian intifada in 1987 and ends in 1993. In this period, Hamas was strictly a secret/underground organisation. The second stage is from 1994 to 2005. This period witnessed the establishment of the Palestinian National Authority in 1994 and the second intifada. The third period begins after the 2006 elections, where Hamas came to the power after its victory in the PLC elections. The thesis uses an empirical investigation, which relies on two qualitative methods: interviews and document analysis. It illustrates how the Hamas media strategy developed over the mentioned periods and outlines the overall media strategy. The research critically assesses four elements of the Hamas media strategy, which were the media message (discourse), the media objectives, the infrastructure, and the target audience. The present research concludes that Hamas, since 1987, has developed a media strategy based on the four mentioned elements. In particular, it finds that the idea of the resistance is the key element of the Hamas media discourse. Political and ideological/religious agendas and impulses drive Hamas’s discourse. Second, it finds there are two types of objectives tactical and strategic. The former are subject to the context, while the latter is based on ideological political agendas. Third, it finds there are five ‘circles’ of the target audience, which Hamas considers in its media strategy. Finally, it finds that the Hamas media infrastructure expanded from 1987 to the present by using the maximum capacity of the media outlets and benefited from the new media institutions under the rubric of the ‘independent media’. Overall, the thesis is the first in-depth academic study on Hamas' media strategy.
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Brown, John. "A strategy for increased presidential popularity and power in the mass media age." Thesis, Virginia Polytechnic Institute and State University, 1986. http://hdl.handle.net/10919/91133.
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The opportunity for substantively variable but spectacular and dramatic events to significantly and positively impact on presidential popularity was investigated.
The role of the mass media in establishing a charismatic and non-rational basis for authority in a modern mass democracy was studied. The policy-making process and the limitations on presidential power were observed in the crises management of the Kennedy Administration, the first ‘television Presidency.'
Presidential popularity and political events data was analysed for the period 1965-1984, applying time series analytical techniques to an empirical study of the phenomenon.
A description of the data and the investigation is included, and the consequences of the obtained results for understanding the acts of Presidents and the institution of the Presidency are considered.<br>M.A.
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Aadne, John Harald. "Social interaction in strategy processes : Applied action research in the Scandinavian media world /." [S.l.] : [s.n.], 2000. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=009160958&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Reis, Gitaine. "EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM." Scholarly Commons, 2021. https://scholarlycommons.pacific.edu/uop_etds/3748.
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Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.
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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 with their target markets. It is opening up new markets and providing channels for companies to not just talk to their customers but to provide new channels of sales to their target market based on trust built up in social media through openness and transparency.
Marketing has moved from a push model to model dominated by social media, that of engagement.
This study looked at literature that provided information, strategies and frameworks on how to create an effective social media strategy that is executable.
The research shows that whilst much literature shares many aspects (the need to listen, engage, set goals, and formulate effective strategies); most of this literature is insufficient in actually providing a sound and effective platform that could be taken to create a strategy from its beginning to the point of execution.
This research report creates a new detailed framework and plan that would allow a marketer to take the concept of social media and develop a working strategy and plan, as well as to execute it. It is aimed at marketers and people who have limited social media knowledge, and provides them with what they need to know in order to get started. The framework is a detailed plan that is based on an original social media marketing plan by Brian Solis.
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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.
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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions: RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose: The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy. Methodology: Qualitative approach, multi case study, semi-structured interviews Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Nordlund, Nelli, and Shayan Karimi. "The 4P theory's role in a company's social media." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-396018.
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This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how companies applies the 4P theory in their social media. The research question of this thesis is as follows: How does a company apply 4P in its social media platforms? In order to answer the research question of this thesis, the authors have used existing theories on digitalization, the new 4P’s and the traditional 4P’s as well as empirical data in the form of semi structured interviews. The results showed that the 4P theory has an enormous role in these companies’ marketing in social media.
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Reithe, Per Christian. "No employee is an island - Communicating and collaborating internally using a social media strategy." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127002.
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ALMEIDA, REGINA CELIA BICHARA VARELLA DE. "MEDIA OF COMMERCIAL BREAK CALLS: A PERMANENT STRATEGY OF INTERACTION THROUGH THE SOAP-OPERA." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=8767@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Este trabalho se propõe a estudar a mídia televisiva a
partir de um
mecanismo estratégico utilizado pela Rede Globo de
Televisão, que pretende criar
uma interação permanente entre a audiência e o conteúdo de
suas novelas. A
pesquisa estuda as relações que, através desse mecanismo,
a emissora de televisão
pretende estabelecer com seus telespectadores. Além de
estudar as repercussões
dessa estratégia massiva e permanente nos ambientes
culturais da
contemporaneidade, esse trabalho desvenda de que forma a
mídia de chamadas de
programação de uma telenovela é confeccionada, mostrando
os instrumentos
usados pela Rede Globo para alcançar seu objetivo de
agendamento de seus
temas junto à audiência. Investiga também, de que maneira
essa mídia de
chamada de programação pretende incorporar o conteúdo da
telenovela nos
discursos interpessoais.<br>This work intends to study television media starting from
a strategic
mechanism used by Rede Globo de Televisão (Globo TV
Network) that pretends
to create a permanent interaction between the viewers and
the contents of its soapoperas.
The research will study the relations pretended to be
established by the
network with its audience through this mechanism. Aside of
studying the
repercussions of this massive and permanent strategy in
cultural environment, this
work will unmask how the commercial break calls media of a
soap-opera is
made, showing the instruments used by Globo Network to
reach the aims of
scheduling its themes next to the audience. It will
investigate too by which
means this media of commercial break calls intends to
incorporate the soapopera s
content in interpersonal speech.
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De, Zuani Arianna <1991>. "Digital Marketing in China: An analysis of the social media strategy of Tod's Group." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11611.
Full textAbstract:
In recent years, digital marketing has rapidly developed in China and it has attracted an extensive part of the Chinese population, especially for what concerns apparel and footwear. A lot of Italian firms and “made in Italy” brands consider the Chinese digital market as the perfect field to expand themselves into the East-Asian area.
The objective of this study is to comprehend the strategies used by some Italian fashion companies in order to enter the Chinese market in terms of digital marketing and communication, with particular attention to the strategies adopted by Tod’s Group.
The thesis is divided into four chapters.
The first chapter of this dissertation focuses on explaining the meaning of “digital marketing”, that is marketing of products including different channels of communications compared to the traditional ones. The big, wide and enormous channel is the internet, that contains a lot more concrete media, such as display advertising, chats, e-commerce online websites, m-commerce services and social media. As any marketing strategy, digital marketing requires an understanding of the customer behavior, in this case Chinese customers.
The second chapter analyzed the Chinese market starting from a general overview of the country’s situation regarding the marketing communications and the potential implications including those related to the cultural dimension -such as brand-loyalty, gift-giving behavior- as an essential basis for the market segmentation. Hereafter, an analysis of the most used digital communication channels in China is provided with particular attention to Chinese social media, which represent a whole completely different and new world from Western social media, pointing out, in this case, not the influence of cultural values, but the political elements –communism, state control, rules- that could affect this type of communication.
The third chapter carries out a review about the specific sector of Italian fashion, including clothing items, eyewear, footwear, etc., and which companies have invested in the digital marketing to China the most, in order to understand their communication strategy and how they manage to properly communicate in this country. A digression on the work of advertising agencies is given in order to understand how they help companies with the digital communication, with a closer and concrete look on the experience of the Italian communication agency “Young Digitals” and its work with Italian companies that intend to expand worldwide, but especially in the Chinese market.
The fourth part of this thesis is devoted to the analysis of the social media strategy of Tod’s Group, a leading company in the apparel and footwear sector. Tod’s is an Italian company that managed to find a space in the Chinese marketing in two significant ways: by maintaining the “made in Italy” label as expression of high quality and good taste, and by entering a key social media channel (ie. Weibo) and adopting specific communication strategies, including collaborations with famous influencers to expand their audience.
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Chen, Ko-li, and 陳可立. "Global Media Strategy-Media Selection,Vehicle Selection and Media Scheduling." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/63430996155487901486.
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Jeong, Eunuk, and 鄭恩旭. "Second mover strategy of media tek." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96794178177100645474.
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"A strategy analysis for Media-Go Engineering Limited." Chinese University of Hong Kong, 1994. http://library.cuhk.edu.hk/record=b5888042.
Full textAbstract:
by Cho Yiu-sun.<br>Thesis (M.B.A.)--Chinese University of Hong Kong, 1994.<br>Includes bibliographical references (leaves 98-101).<br>ABSTRACT --- p.ii<br>TABLE OF CONTENT --- p.vi<br>LIST OF EXHIBIT --- p.ix<br>Chapter<br>Chapter 1. --- INTRODUCTION AND METHODOLOGY<br>Introduction --- p.1<br>Purpose and Planning Horizon --- p.2<br>Names --- p.3<br>Methodology --- p.3<br>Sources of Information --- p.4<br>Strategic Planning Model --- p.5<br>Strategic Objectives and Plans --- p.11<br>Chapter 2. --- HISTORY AND MISSION<br>History --- p.14<br>Historic Strategies --- p.15<br>The Mission --- p.17<br>Chapter 3. --- PRODUCT SYSTEM AND INDUSTRY<br>Define Industry --- p.21<br>Position of MEL in Industry --- p.22<br>Product Systems --- p.25<br>Research and Development --- p.33<br>Chapter 4. --- ORGANISATION<br>Mintzburg Model --- p.35<br>Sales office and Workshop --- p.37<br>Organisation Chart --- p.38<br>Chapter 5. --- MARKETS AND MACROENVIRONMENT<br>Review of Performance --- p.39<br>Analysis --- p.43<br>Market Potential --- p.44<br>Macroenvironment --- p.45<br>Chapter 6. --- COMPETITIVE ENVIRONMENT<br>Major Players --- p.52<br>Analysis by Porter Format --- p.55<br>Chapter 7. --- "STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS"<br>Strengths --- p.64<br>Weaknesses --- p.66<br>Opportunities --- p.68<br>Threats --- p.72<br>Chapter 8. --- STRATEGIC OBJECTIVES AND PLANS<br>Strategic Objectives --- p.74<br>Strategic Plans --- p.77<br>Chapter 9. --- CONCLUSION<br>General --- p.92<br>Environment --- p.83<br>Strategies --- p.84<br>Necessity to change --- p.96<br>BIBLIOGRAPHY --- p.88<br>Appendix<br>Chapter 1. --- HISTORY OF MEDIA-GO ENGINEERING LIMITED --- p.A1/1<br>Chapter 2. --- MAJOR TECHNICAL DEVELOPMENTS --- p.A2/1<br>Chapter 3. --- THREAT OF PROPRIETARY PRODUCTS AND PICTURETEL --- p.A3/1<br>Chapter 4. --- WORKSHOP AT CHAKUOLING --- p.A4/1<br>Chapter 5. --- PROJECTS LIST AND EXPENSES ANALYSIS --- p.A5/1
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Chen, Li-Ju, and 陳麗如. "The Media Strategy of Taiwan Product Image Advertisement." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/rk8g6s.
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碩士<br>國立臺灣大學<br>商學研究所<br>85<br>This research studied the media plan and discussed
influential factors of theTaiwan product image advertisements,
and then constructed a model of media planning. Concerning
methodology, this research adopted interviews and concluded with
qualitative analysis. The study has found thet in the draftingof
the media plan of Taiwan product image advertisements should
take marketingfoctors, market foctors, creative factors, and
advertising factors into consideration. In the process of
media planning, the first thing shouldbe to define the audience
and media objectives of Taiwan product image advertisements; and
next the media planer should determine the media mix and
vehicle, then arranges media schedule.
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Lin, Chien-Ju, and 林茜如. "The Business Strategy of Media Agencies in Taiwan." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/95847298448563095901.
Full textAbstract:
碩士<br>國立臺灣大學<br>商學研究所<br>87<br>ABSTRACT
GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION
NATIONAL TAIWAN UNIVERSITY
NAME:LIN, CHIEN-JU MONTH/YEAR:JUNE.1999
ADVISER: Professor Hsu, Mu-Lan
The Business Strategy of Taiwan media agencies
Under media deregulation in recent years, the advertising industry is gradually emphasizing on media planning. Because of the demand of media professional abilities, many media agencies arise. In addition to providing media concentrated buying, these companies extend the range of services to comprehensive media ones, including media strategy, media planning, media research, consulting and evaluation. In the research, we first describe industry characteristics, then analyze the motivations and styles for the reason why advertising agencies adopt strategy alliances to build media agencies. At last we use four strategy dimensions to elaborate the business strategy of media agencies. Concerning the methodology, the research samples were all of media agencies in Taiwan by April 1999, totaling 4 ones, which included MindShare Communications company, GreatWave Media company, MediaNet Marketing company and Optimum Media Direction company.
The results of the research show that the industry has three characteristics, including scale of economics, scope of economics, and transaction cost ; The motivations why advertising agencies build media agencies through strategy alliances include the followings: the demand of professional services, the declining cost, eliminating undertable affairs, acquiring key resources and enhancing competitive positions.
Concerning business strategies, the depth and width of products in Taiwan need to be improved; In related to relative scales, MindShare is in the first place of the industry; About scale of economics, the higher advertising budgets the stronger the bargaining power; Concerning competitive weapons, the major sources of competitive advantages come from professional abilities, financial turnover capabilities and concepts forming.
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Ebersold, Jenny. "Developing a social media strategy for Hilti Singapore." Master's thesis, 2016. http://hdl.handle.net/10362/20532.
Full textAbstract:
CEMS<br>As many B2B businesses, Hilti Singapore has not yet implemented social media as a business
tool, despite its known effectiveness. The underlying work therefore aims at elaborating the
potential of creating a social media presence for Hilti Singapore. By assembling the insights
gained from a competitor, customer and employee analysis, the authors then propose five guiding
steps for a successful strategy implementation. Further academic research underlines the
influence of social media on brand management and describes the prevailing paradigm shift in
marketing.
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Chiu, Yu-chun, and 邱于純. "The media channel strategy of mobile application store." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/57609726441248874975.
Full textAbstract:
碩士<br>國立中山大學<br>企業管理學系研究所<br>99<br>In recent years, due to the popularity of smart phone, the mobile application store are loved by consumers, making an increasing number of about 40 mobile application stores around the world. Mobile applications store offers a wide range of applications, software programs, content and services, such as games, tools, music, entertainment, books, etc., allowing consumers to use free or paid downloads. A variety of choices meets all aspects of consumer demand that changes the original value provided by phone service.
However, it is doubly difficult to make one software standing out from the number of the many applications and thus increasing the amount downloaded made by consumers. Even if the store offers different kinds of marketing methods to assist the software increasing exposure opportunities, but still not enough.
The goal of this study is going to improve the visibility of the software. After comparing the various media channels, finding the appropriate promotional channel for mobile applications is social media. Then by two cases analyzed understands the marketing effect through social media. By the aforementioned, this study sorts out the appropriate exposure development model of mobile applications software. First, software developers choose the appropriate software to create pages by being promoted software attributes and the media habits of target segments. Second, building blog provides consumers with more complete software and activities information to make up for other types of social media which is not entirely on message passing. Third, the software developer integrates the related sites, including blog, social media, or website to help the update information to be obtained on all relevant sites.