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Dissertations / Theses on the topic 'Online and Social Media Marketing'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

Silva, Rita Martins dos Santos. "Plano de social media marketing para o Millennium BCP." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19383.

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Mestrado em Marketing<br>Os Social Media têm ganho um papel fundamental nas estratégias de comunicação das organizações, tornando-se essencial que, para um bom aproveitamento destas plataformas, se estabeleça um plano, tendo em vista o aumento do sucesso da empresa em causa. Tendo como objeto de estudo uma instituição bancária de grande relevo no panorama económico-financeiro português, o Millennium bcp e tendo como base o modelo conceptual proposto por Barker et al. (2013), designado de "Social Media Planning Cycle", foi desenvolvido o seguinte Plano de Social Media. Na elaboração deste pla

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Koskinen, S. (Siiri). "Targeted social media advertising and consumer decision making in online buying behavior." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062561.

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The aim of this research is to understand how targeted social media advertising influences online buying behavior. More accurately, this research focuses on the five-stage consumer buying decision process model and how targeted social media advertisements affect each stage of the model. This research approaches the subject through phenomenography, where the objective is to concentrate on the attitudes and opinions of individuals and gain a deeper understanding by observing the phenomenon closely. Research theory examines prior research of social media marketing, targeted social media advertisi

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Stankovský, Jakub. "Online marketingová strategie vybrané společnosti ve finančních službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-198823.

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The diploma thesis is about new trends in online marketing. It focuses on online marketing tools and how to realize successful online marketing activity. The thesis is the analysis of the current company state. Based on informations gathered propose new strategy of content optimalization and social media strategy. How can the company enter the social network targeted on Facebook. Main areas are on-page and off-page factors in SEO and how to build Inbound marketing.

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Duffková, Pavlína. "Comparative effectiveness analysis of social media monitoring tools." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149911.

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The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increa

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Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.

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The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end t

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Serra, Navas Marlyn Elena. "Actitudes de los consumidores hacia las recomendaciones online realizadas por lo social media influencers." Tesis, Universidad de Chile, 2018. http://repositorio.uchile.cl/handle/2250/168322.

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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING<br>El endorsement ha sido una técnica utilizada con frecuencia en las comunicaciones de marketing. Esta táctica consiste en el uso de una persona o personaje como soporte de comunicación para una marca o producto, en el cual el endorser puede desarrollar diferentes actividades de soporte del producto como portavoz, modelo, embajador o la cara de la marca (Canning y West 2006). El objetivo principal del uso de endorsers es agregar valor a la marca a través de aumentar la visibilidad de la misma y transferir los atributos de esta figura a la mar

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Graça, Ana Filipa Barradinhas. "Marketing online no contexto da estratégia de comunicação." Master's thesis, FEUC, 2014. http://hdl.handle.net/10316/28051.

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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 Coelho e Pedro Mendes.<br>Este relatório tem como finalidade apresentar o trabalho desenvolvido durante o estágio curricular na área de Marketing Online, na empresa ISA – Intelligent Sensing Anywhere, sedeada no Instituto Pedro Nunes em Coimbra, necessário para obter o grau de Mestre em Gestão pela Faculdade de Economia da Universidade de Coimbra. O principal propósito do presente estudo foi o desenvolvimento de um projeto de Marketing Online, uma vez que a es

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Дериколенко, Анна Олександрівна, Анна Александровна Дериколенко, Anna Oleksandrivna Derykolenko, Сергій Миколайович Ілляшенко, Сергей Николаевич Ильяшенко та Serhii Mykolaiovych Illiashenko. "Social media marketing як інноваційний інструмент просування товарів та послуг в online-середовищі". Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37294.

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На сьогоднішній день існує велика кількість як загальнотематичних так і вузькоспеціалізованих соціальних мереж, які необхідно використовувати для просування товарів та послуг. Використання SMM інструментів при правильному підході дозволяє будь – якої компанії заявите про себе на ринку, підвищити рівень продаж, сформувати власний позитивний імідж. Просування в соціальних мережах це унікальний інструмент взаємодії бізнесу та споживача який необхідно використовувати вже сьогодні.

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Дериколенко, Анна Олександрівна, та Сергій Миколайович Ілляшенко. "Social media marketing як інноваційний інструмент просування товарів та послуг в online-середовищі". Thesis, ТОВ "ДД "Папірус", 2013. http://repository.kpi.kharkov.ua/handle/KhPI-Press/45950.

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Havlíčková, Olga. "Online marketing kulturního sektoru. Návrh online marketingové strategie vybraného divadla." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193605.

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The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the autho

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Langášová, Markéta. "Online marketing communication of leadership development company." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264355.

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The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and pote

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Nguyen, Viet Hung, and Zhuochuan Wang. "Practice of Online Marketing with Social Media in Tourism Destination Marketing : The Case Study of VisitSweden, Sweden." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-9261.

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Purpose: The paper seeks to provide insights into the application of internet communication technologies with social media in tourism industry from the perspectives of destination marketing organizations (DMOs), evaluating their effectiveness for tourism destination marketing management. The specific purpose is to uncover the important role online marketing with practice of social media to build the destination brands and engage the audience to reach potential visitors. Design/methodology/approach: Qualitative case-study method generates understanding of approach on digital innovation in DMOs’

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Håkansson, Christoffer, and Frida Magnusson. "Influencer marketing from a sensory marketing perspective : Social Media Influencers’ impact on the lack of tangibility online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-95776.

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The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in

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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effe

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Mallo, Angelina, and Mira Vincze. "Future of online marketing: Consumer Recommendations." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-246041.

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The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digit

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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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Andersson, Sara, Amanda Ledberg, and Louise Degerlo. "Influencer marketing : strategiska val ur ett företagsperspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23809.

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Influencer marketing är en av de snabbast växande delarna i reklambranschen, och med hjälp av influencer marketing har varumärkena möjlighet att skapa en nära relation med sina konsumenter på Instagram. Idag använder många företag sig av influencers med ett stort antal följare för att marknadsföringen skall vara så effektiv som möjlig. För att bli en framgångsrik influencer krävs det att influencern har en bra fingertoppskänsla mellan vad som är intressant, relevant samt vad följarna vill se i deras Instagramflöden. Eftersom det i nuläget inte finns mycket forskning angående företags strategie

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Stuebs, Susanne Stuebs. "Social media framework for the destination Usedom : How to create awareness and dialogue by using social media for the destination Usedom taking into account the new Usedom WelcomeVisitor Centre." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6760.

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Purpose – Target of this study is to develop a social media framework, the essential “ingredient” for a social media concept for the destination Usedom. The following question is in the centre of this investigations attention: How to create awareness and dialogue by using Social Media for the destination Usedom taking into account the new Usedom Welcome Visitor Centre that will be open 2011? Methodology/approach – Mainly, an observational approach as research method is used to answer the research question, collecting empirical data not by questioning respondents, but by observing different fo

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Zhang, Jueman (Mandy). "Making online HIV/AIDS PSAs more effective." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2009. http://wwwlib.umi.com/cr/syr/main.

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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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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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Landin, Kristoffer, Marcus Lindberg, and Christoffer Nyman. "How to Implement and Evaluate an Online Channel Extension Through Social Media." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5878.

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<p>The main purpose of this thesis is to explore and investigate how an online company can utilize social media. Another purpose is to, though an extensive literature review, explain why a web-based company should exploit social communication channels. Another purpose is to analyze and explain the impact of implementing a channel extension strategy using social communication channels through an empirical study.</p>

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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.

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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages. Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens. Results indicate that

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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.

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Kollárová, Monika. "Analýza online marketingovej komunikácie leteckých spoločností." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193366.

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The thesis deals with the use of online marketing by airlines, while emphasis is placed on social media and viral marketing campaigns. The aim is to identify the requirements for successful online marketing communication. In the theoretical part the specific features of the airline industry are characterized and PEST analysis of the aviation industry is performed. This part of the thesis also defines and characterizes the main forms of online marketing used in aviation. The practical part compares the activity of selected airlines on the social network Facebook and video-hosting server YouTube

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YIJIA, LI. "Is social media a fortune or misfortune? —The art film’s dilemma and breakthrough." Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-355199.

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In China, Weibo is a social software that almost everyone uses. Weibo does not only provide an arena for users to share their experiences with friends but also offers a platform for companies to promote their products. From 2014, the distributors of the films began to use Weibo as one of their main marketing tools. Nevertheless, from the same time, Chinese art films have begun to decline, and the most direct manifestation is the downturn in the box office. At the coincidence of the two time points, the decline of art films and the Weibo seems to be linked. However, there are still a handful of

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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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Kelley, Sharon M. "The Influence of Social Media| Effects of Online User-Generated Reviews on Customers' Perceptions and Business Profitability." Thesis, Capella University, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13427927.

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<p> Online customer reviews (OCRs) have become an important part of the customer’s shopping experience. The purpose of this qualitative exploratory single-case study was to investigate and better understand, how customers’ perceptions and experiences shared on OCRs or other social media outlets affected business revenue generation and profitability. The OCR phenomenon was explored from the consumer’s perspective. The healthcare industry, private-practice sector was used as a case subject. However, business operations, not the field of medicine, was the focus of this study. Du

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Ayankoya, Kayode A. "A framework for the implementation of social media marketing strategies in political campaigning." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.

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The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define

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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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Stojaníková, Jana. "Online marketingová strategie vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162756.

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The goal of my Diploma Thesis was to show companies, they should focuse more on investing time and their money into SEO, PR articles as well as they should use social media to communication with their customers. This could be in a long run more efficient than spending money on PPC campaigns. The Diploma Thesis is divided into theoretical and practical part. The theoretical part is oriented on Online Marketing, it shows the basics of each online marketing strategy; SEO, PPC as well as new trends in this fast growing field. The practical part is focused on analyzing instruments of online marketi

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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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Danieli, Ela. "Social Media Marketing System Aiming at Increasing Purchase Intentions on B2c E-Commerce Sites." Thesis, Linnéuniversitetet, Institutionen för medieteknik (ME), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54255.

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The purpose of this thesis is to analyse and to explore how B2C e-commerce businesses could use social media marketing strategies to increase their consumers purchase intentions on their sites. Findings enabled the development and research of a comprehensive social media marketing system which includes a general set of components and tools aiming at increasing purchase intentions on such sites. The theoretical framework of the thesis is based on literature as well as previous studies of Social Media, Social Media Marketing, Social Media Marketing System, E-commerce, B2C, Social Commerce, S-com

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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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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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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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Giner, Sánchez David. "Social media marketing en destinos turísticos: situación actual, planificación y prospectiva. Un análisis aplicado a la Comunitat Valenciana." Doctoral thesis, Universidad de Alicante, 2016. http://hdl.handle.net/10045/60675.

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Parmová, Lucie. "Online marketing a jeho uplatnění v rámci vybraných subjektů cestovního ruchu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205217.

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The thesis analyzes the selected entity in tourism and explores the use of online marketing tools in its activities, in which especially their own website and official page on the social network Facebook play a crucial role. The aim of this work is on the basis of statistical data and analysis to assess the use of online marketing tools of chosen subject. On the basis of these information will be given some recommendations for improving its online marketing communications. The theoretical part focuses on the history of the Internet and the development of Internet users. Internet is compared wi

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Jung, Sang Uk. "Identifying high value customers in a social network: individual characteristics vs. social influence." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/3322.

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Firms are interested in identifying customers who generate the highest revenues. Typically, customers are regarded as isolated individuals whose buying behavior depends solely on their own characteristics (e.g., previous purchase behavior, demographics etc.). In a social network setting, however, customer interactions can play an important role in purchase behavior. This thesis develops a generalizable methodology to identify high-value customers in a network. Previous work on social networks has focused most attention on modeling the interaction between individuals and understanding the posit

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Rožková, Lucie. "Využití sociálních médií v marketingu maloobchodního řetězce." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262028.

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The subject of the thesis The use of social media in marketing of retail is to analyze and evaluate success of the marketing strategy in social media used by retail. Comparing the effect of social media with competition and formulation of recommendation for analyzed company in efficient and successful communication on the social media. The theoretical part is focused on examination of performance issues. Also on examination of possibilities in using of social media in marketing strategy. Following methodic part shows used research and analythical methods. In the practical part the survey, comp

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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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Shubik, Elena. "Marketing strategy for start-up company Didogo group in CEE region with focus on new media and communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71769.

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This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed desc

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Berglund, Kristine, Johanna Münter, and Kajsa Stävmo. "Kändisen som rabattkupong : En studie om kändisreklam på onlinekanaler." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-60045.

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Titel: Kändisen som rabattkupong Författare: Kristine Berglund, Johanna Münter och Kajsa Stävmo Handledare: Leif V Rytting Examinator: Leif Marcusson Kurs: Kandidatuppsats 15hp. Företagsekonomi, Music and Event Management, Linnéuniversitetet, HT 2016 Exekutiv sammanfattning Vi kan idag konstatera att internettillgången har ökat avsevärt nationellt och globalt under det senaste årtiondet. I takt med att digitaliseringen har ökat är det inte längre en lyx att koppla upp sig online. Följaktligen har likaså medier online mångdubblats och enligt svensk e-handel har majoriteten av företag, tids

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Petersen, Gustaf. "Redefining Influencers : Scrutinizing the Term Social Media Influencer from a Public Perspective and Examining its Role in the Modern Media Landscape." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-152082.

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This paper explores how influencers can be categorised using a self-administered questionnaire. In doing so, the study can contribute to an understanding of the phenomenon that is more extensive than what previous research has attributed. The focus of this paper is on how influencers can be better understood for the benefit of public relations (PR), marketing, and communication. The purpose of this project is to investigate whether the term influencers (short for social media influencers) are defined by scholars in a similar fashion to how the study sample categorises influencers. Thus, the re

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Nordström, Linn, and Rebecca Pannula. "Under the influence : A quantitative study about social media influencers different attributes effect on online purchase intent." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48269.

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Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase inten

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de, Aquino Carlsson Alissa. "Persuasion in social media : A study of Instagram influencers' usage of persuasive speech acts." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69900.

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The purpose of this study is to investigate how different fitness Instagram influencers use persuasive speech acts in their marketing posts. Another aim is to look at the similarities and differences between the influencers’ use of linguistic strategies and speech acts. A study was conducted on 200 Instagram posts from four different fitness influencers. A total of 638 speech acts were coded using a typology by John Searle (1979). The typology consists of the speech acts representatives, directives, commissives, expressives and declaratives. Two speech acts were also added by the researchers;

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Surribas, Judit, and Marc Orozco. "How do companies communicate sustainability through Online Platforms? : A multiple case study of three companies that perform sustainably." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48832.

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Background: Online platforms have nowadays been more developed and used by the population. For this reason, companies use to share more information through them. Moreover, the interest in sustainability also increases by people. Therefore, companies are trying to communicate sustainability through different techniques and actions. Problem: we have noticed that companies create different content depending on which social media are they communicating. For this reason, we found interesting to look for how companies communicate sustainably. Purpose: the purpose of this thesis is to answer the

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Shi, Si. "Investigating trust and commitment on brand pages in social networking sites: the antecedents and outcomes." HKBU Institutional Repository, 2014. https://repository.hkbu.edu.hk/etd_oa/21.

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As the growing popularity of social networking sites (SNS) in recent years, many companies have recognized the potential of SNS as a competitive tool to connect with their customers and help them to achieve better business performance. The brand page is a popular product of SNS that allows companies to create their own profiles in SNS and provides companies with a platform to engage with their customers. The brand page can create added values for both companies and customers because it can help companies to increase brand awareness and also help customers to gain more brand knowledge. Past stu

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Monk, Adam Joel. "The Diffusion of New Music through Online Social Networks." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337902485.

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Booth, Tara. "Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa." Thesis, Rhodes University, 2013. http://hdl.handle.net/10962/d1015692.

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Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to rese

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