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1
Bubela, Oleksandra. "Marketing Tools: Development and Implementation in Social Media." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-191762.
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The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Shah, Fahid, and Robert Sindakovski. "A study about Social Media Marketing for Local Grocery Stores : How Social media can be used to create a better customer relationship?" Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-141583.
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The role of internet and the digitalized world are more relevant than ever before. The new phenomena of digital marketing has created a paradigm shift of existing marketing with new ways to market. Social media plays a significant role in this change, since it allows businesses to easily engage with its customers and to maintain relationships. For small and local businesses, this change has created great opportunities to interact more with the local audience. However, not all such businesses have the sufficient knowledge to optimize the usage of social media. The focus of the study is to explore the current usage of social media in local businesses context. Furthermore, we will suggest social media marketing strategies that will help local business to improve its customer relations. The qualitative approach is applied in this study by using interviews and observations, which is the main source of primary data collection. The conclusion was that local grocery stores still rely much more on traditional marketing methods. However, local grocery stores still use and value social media, but most are unclear of the true benefits and strategies when using social media. Lacking strategies consist of planning the social media marketing strategies, but also lacks the formal management of critical situations on social media. Overall, local stores perform well in building relations with its customers using social media however, there is a scope of further improvements.
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Poništová, Natália. "Marketingová komunikace Craft beer pubu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416905.
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The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.
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Nepožitková, Lucie. "Návrh digitální marketingové strategie pro zvýšení povědomí o značce na slovenském trhu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-433365.
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Hlavním cílem diplomové práce je navrhnout efektivní a uskutečnitelnou digitální marketingovou strategii orientovanou na slovenský trh pro vybranou společnost. Práce je zkomponována z teoretické části analytické části a z návrhů na zlepšení. Teoretická část se, vztahuje k marketingu a marketingové strategii. Analytické část zkoumá vnitřní a vnější faktory okolního prostředí, které mají přímý vliv na vybranou společnost. Na základě provedených analýz je navrhnuta digitální marketingová strategie s cílem zvýšení povědomí a tím pádem i zisku vybrané společnosti na slovenském trhu.
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Žďárská, Kristýna. "Návrh marketingové kampaně produktu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-400173.
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The aim of the thesis is to propose a marketing campaign focusing on launching a new hair masks line series Circle Chronicles by Davines company on a German market. Theoretical part contains a summary of marketing problematics and communication mix. Analytical part deals with marketing environment analysis and current company´s communication mix. The final part is made of drafts of a marketing campaign for the promotion of new products.
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Olejová, Jana. "Internetový marketing vybranej spoločnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234370.
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Diplomová práca sa zaoberá súčasnými prístupmi a praktikami Internetového marketingu. Cieľom práce je voľba a následná aplikácia nástrojov online marketingovej komunikácie, ktorými by sa zvýšilo povedomie o značke vybranej spoločnosti. Preskúmaním jednotlivých nástrojov internetového marketingu, práca navrhuje online komunikačný mix firmy s využitím sociálnych médií a online reklamy.
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Vítek, Lukáš. "Komunikační strategie neziskové organizace - Mladí konzervativci, z.s." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-199598.
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This master thesis concerns with communications strategy of selected nonprofit organisation. First theoretical part describes theoretical concept of marketing and communications with concern to nonprofit organisations. Furthermore it describes nonprofit organisations and its legal embodiment in Czech Republic. Second practical part describes and analyzes nonprofit organisation of Mladi konzervativci, followed by proposed concept of its communications strategy and plan for specified period.
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Juodelytė, Elinga. "Socialinės žiniasklaidos kaip marketingo komunikacijos kanalo taikymas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120618_171057-66572.
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Magistro baigiamojo darbo tikslas yra įvertinus skirtingų socialinės žiniasklaidos priemonių panaudojimo kuriant integruotos marketingo komunikacijos planą efektyvumą, pateikti marketingo komunikacijos komplekso modelį, skirtą taikyti naujos internetinės drabužių ir aksesuarų jaunimui parduotuvės atvejui, komunikacijai parenkant ir integruojant tinkamas socialinės žiniasklaidos priemones. Teorinėje darbo dalyje analizuojamos rėmimo komplekso ir komunikacijos bendros naudos organizacijai, vartotojų elgsena socialinėje žiniasklaidoje bei socialinės žiniasklaidos integravimo į rėmimo kompleksą galimybės. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami rezultatai tyrimo, atlikto statistinių informacinių technologijų Lietuvoje duomenų analizės bei anketinės apklausos apie komunikaciją socialinėje žiniasklaidoje, metu būdu. Projektinėje darbo dalyje įvertinamas skirtingų socialinės žiniasklaidos priemonių panaudojimo, kuriant integruotos marketingo komunikacijos planą, efektyvumas bei pateikiamas marketingo komunikacijos komplekso modelis, skirtas taikyti naujos internetinės drabužių ir aksesuarų jaunimui parduotuvės atvejui, komunikacijai parenkant ir integruojant tinkamas socialinės žiniasklaidos priemones.<br>Final aim of the work is to assess the different social media tools for use in developing an integrated marketing communications plan for the effectiveness of the integrated marketing communication model for the application of a new online clothing and accessory stores, young people, communication, and choosing the appropriate integration of social media. The theoretical part of this analysis support the complex communication and mutual benefit organizations, consumer behavior in social media and social media integration to support complex capabilities. Final analytical part provides an analysis of the results of studies of statistical information technology and data analysis in Lithuania questionnaire survey on the social communication media, in a way. Part of the design assessment of the different social media tools for use in creating integrated marketing communications plan, and the effectiveness of marketing communications complex model for the application of a new online clothing and accessory stores, young people, communication, and choosing the appropriate integration of social media.
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Clara, Lindström, and Sallander Persson Tindra. "Covid-19 inverkan på marknadsföring : En fallstudie om hur Nordic Wellness och Studio Aktiverum har anpassat sin marknadsmix för att ta socialt ansvar." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44962.
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There is no doubt that Covid-19 has affected the world on several different levels. However, it is less clear how the wellness industry has had to adapt to the Government's and the Public Health Agency's recommendations and restrictions. The purpose of this thesis is to investigate how gym companies have adapted their marketing mix and their social media marketing as a strategy for taking social responsibility during the Covid-19 pandemic. Empirical information has mainly been collected through interviews with respondents from Nordic Wellness and Studio Aktiverum, which are two different gym companies in Sweden. They have been interviewed about aspects of their attitude towards Covid-19 and their use of social media. Data has also been collected through observations and information on the company's social media platforms. A mixed method was used to link the empirical findings to the theory. The authors of this thesis discovered 5 different themes, namely, measures - training, customer response, challenges and opportunities, marketing communication and finally training support. The overall picture showed that the case companies were hit hard by the crisis, but that they still managed to continue their business by adjusting their marketing mix. Social media has been a useful tool for the case companies as they have been able to market their activities and offers, which has been especially valuable during times of crisis when budgets and income are lower.
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Pettersson, Tobias, and Daniel Tadesse. "Small enterprises’ marketing strategy in the digital era : A study of hotels in Sweden." Thesis, Högskolan i Gävle, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30077.
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Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. An inductive approach was used to complete this study. The sample taken was seven small hotels and ten respondents who own and manage the hotels. Result & Conclusion: Findings of this study show that digital marketing tools demand fewer resources such as marketing expenses, number of employees, and make marketing activities simpler for the managers of small enterprises. As a result of digitalization, small enterprises are able to implement the marketing mix (4Ps), although their primary focus is price followed by providing customized product/service that fits the customers’ needs to gain competitive advantage. Suggestion for future studies: We found in our study that one hotel did not use social media at all, and it would be interesting to know if there are more enterprises that do not use it as well. Therefore, in future studies, a larger sample would produce more data about the use of social media by small enterprises. Additionally, this study was conducted in a developed country context and further research would be beneficial to emerging-market countries if it is conducted in their context. Finally, a deeper investigation of marketing strategy between different sizes of micro and small enterprises can provide greater knowledge about how they operate. Contribution of the thesis: This study has contributed to small enterprises’ marketing strategy, which shows that they focus on customer preferences rather than what their competitors offer. It also contributes to SMEs’ digital marketing where digitalizing an enterprise’s marketing activities decreases costs and increases dynamic capabilities to gain and maintain a competitive advantage. Moreover, this study provides new thoughts about the marketing mix for SMEs, which includes that cost leadership strategy is mostly used, hence, making them the price followers. In other words, they set their prices based on their competitors.
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Cloete, Ewoudt. "An exploration of the strategic implementation of marketing communication within social networking communication context." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9004.
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Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines.
In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix.
During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed.
During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics.
In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing.
It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing.<br>Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.
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Yanyan, Ke. "Plano de marketing para a marca Hello Bubble Waffle." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/18166.
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Mestrado em Marketing<br>Este projeto tem como objetivo a formulação de um plano de marketing para 2020 visando o aumento da notoriedade do estabelecimento Hello Bubble Waffle por meio de aplicações de social media. Hello Bubble Waffle é um estabelecimento de sobremesas localizado em Lisboa, que se dedica exclusivamente a produzir uma sobremesa típica de Hong Kong - egg waffle no local e a vendê-la diretamente a consumidor final.
O presente projeto é desenvolvida na área de planeamento de marketing em torno de 3 temas: planeamento de marketing, marketing de social media e word-of-mouth e notoriedade de marca. Com a utilização da combinação de métodos quantitativo e qualitativo, realizaram-se entrevistas semi-estruturadas face-a-face e um questionário online, visando recolher informações para fundamentar o plano de marketing.
Com base na pesquisa realizada, foi obtida informação sobre: 1) a notoriedade atual e a notoriedade desejada da HBW; 2) as características do público alvo da HBW; 3) as aplicações de social media eficazes para lançar atividades de marketing; 4) os formatos de mensagens publicadas em social media que capturam a atenção; e 5) o efeito de word-of-mouth para a notoriedade de marca.
Com todos os dados primários e secundários, formularam-se no final as estratégias de marketing mix de 4P (produto, preço, distribuição e comunicação), com ênfase na comunicação, a fim de aumentar a notoriedade de marca do estabelecimento Hello Bubble Waffle com recurso às aplicações de social media.<br>This project is aimed at formulating a marketing plan for 2020 to increase awareness through social media applications for a dessert shop in Lisbon - Hello Bubble Waffle (HBW), which focuses its operation totally on producing a typical dessert from Hong Kong - egg waffle on site and selling directly to final customers.
The present project is developed in the marketing planning area around three topics: (1) marketing planning, (2) social media and word-of-mouth marketing, and (3) brand awareness. Both qualitative and quantitative approaches were used through semi-structured face-to-face interviews and online questionnaire, in order to collect information to better inform the marketing plan.
Based on the research carried out, it was mainly collected information about 1) actual brand awareness and intended awareness of HBW; 2) characteristics of HBW's target public; 3) effective social media applications to launch marketing activities; 4) the formats of messages posted on social media which catch attention; 5) the effect of word-of-mouth to increase brand awareness.
Based on both primary and secondary data, the strategies of 4P's marketing mix (product, price, place and promotion) were formulated, with emphasis on promotion, in order to increase brand awareness of Hello Bubble Waffle through social media applications.<br>info:eu-repo/semantics/publishedVersion
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Gyllenskepp, Jimmy, and Jacob Jönsson. "Digital marknadsföring : framväxten av nya verktyg för marknadsföring." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-17649.
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Syfte Syftet med arbetet är att söka förståelse för utvecklingen från traditionell till digital marknadsföring samt att analysera hur företag praktiskt arbetar med detta. Studien använder en kvalitativ metod och data har inhämtats från både primära och sekundära källor. Empirin har samlats in genom 10 intervjuer, vilket har analyserats med hjälp av teori och det har sedan lett till studiens slutsatser. Studien visar varför det finns en övergång från traditionella marknadsföringsmetoder till digitala marknadsföringsmetoder, hur de kompletterar varandra och vilka verktyg som främst används av företagen i studien. Förslag till fortsattforskning är Facebook-annonsering, mätinstrument, SEO och Web 3.0. Dessa termer går att arbeta vidare med och det är något som vår studie har påvisat vara viktigt. I vår studie bidrar vi till en förståelse av vägen från de traditionella marknadsföringsmetoderna till de digitala marknadsföringsmetoderna. Vi visar att det ena inte utesluter det andra utan att de kompletterar varandra. Studien belyser de olika verktygen företagen använder för en framstående digital marknadsföring.<br>The purpose of this study is to seek an understanding of the development from traditional to digital marketing and to analyze how it ́s done in practice. Method: The study uses a qualitative approach and data was collected from both primary and secondary sources. The empirical data were collected through 10 interviews, which have been analyzed using the theory and it has led to the study's conclusions. The study shows why there is a shift from traditional marketing methods to digital marketing methods, how they complement each other and what tools that are mainly used by the companies in the study. Suggestions for future research is Facebook advertising, measuring instruments, SEO and Web 3.0. These terms have a potential for future research and it's something that our study has shown to be important. In our study, we contribute to an understanding of the way from the traditional marketing methods to the digital marketing methods. We show that the one does not exclude the other, but that they are complementary to eachother. The study highlights the various tools used by companies for a prominent digital marketing.
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Bairakimova, Kamila, and Arkvik Isabel Quiroga. "Marketing and Facebook : How fashion companies promote themselves on Facebook." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127158.
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<p>The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.</p>
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Weinreich, Carrie. "Marketing Strategies Restaurant Leaders Use to Develop Their Customer Base." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2464.
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Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
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The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Kolomazník, Tomáš. "Marketingová strategie vybrané neziskové organizace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-442345.
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The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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Reisnerová, Lucie. "Marketingové aktivity agentury na hlídání dětí." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-201105.
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This thesis deals with marketing activities of the Baby Agency, a babysitting company. The aim of this thesis is to map current marketing strategies of the company and to recommend improvements. The thesis itself is divided into two parts. The first theoretical part describes specific sections of marketing, such as marketing strategies, marketing mix of services, communication targeting at children and teenagers, market research techniques or new trends in marketing. The second part analyzes current marketing activities of the company and maps the competition. In the conclusion the thesis suggests the steps to be undertaken to improve the current marketing strategy of the Baby Agency are suggested, based on theoretical findings, analyses and surveys.
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Renker, Laura-Christiane. "Virales Marketing im Web 2.0 : Innovative Ansätze einer interaktiven Kommunikation mit dem Konsumenten /." München : IFME, 2008. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017045845&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Mannerson, Victor, and Henri Mark. "Hur hanterar restauranger kundfeedback via sociala medier? : Kundfeedback och dess inverkan i restaurangers operativa verksamhet." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150425.
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Bakgrund: Betydelsen av kundfeedback kan idag inte underskattas. För att undersöka dess inverkan krävs vetskap kring vilka dialogstrategier restauranger implementerar. Information om dess inverkan i den operativa verksamheten samt vetskap om varför restauranger väljer att hantera samt åtgärda kundfeedback. Forskningsfrågor: 1. Vilka strategier använder restauranger för att bemöta kundfeedback mottagen via sociala medier? 2. Varför hanterar samt hur åtgärdar restauranger kundfeedback mottagen via sociala medier? 3. Hur påverkas restaurangers förlängda marknadsmix av kundfeedback på sociala medier? Syfte: Studien ämnar undersöka hur restauranger hanterar kundfeedback via sociala medier samt i vilken utsträckning denna påverkar restaurangers operativa verksamhet. Metod: Kvalitativ ansats, flerfallsstudie, semistrukturerade intervjuer. Slutsats/Bidrag: Betydelsen av kundfeedback samt dess inverkan på restauranger är stor. I vilken utsträckning den påverkar och grad av hänsyn den ges beror på vilken uttalad strategi ett företag implementerar.<br>Background: The significance of customer feedback cannot be overestimated. To investigate its impact, knowledge is needed about what dialogue strategies restaurants implement. Information about its impact in the operational activities and knowledge of why restaurants choose to manage and resolve customer feedback. Research questions: 1. Which strategies do use restaurants to respond to customer feedback received through social media? 2. Why manage and how do restaurants resolve customer feedback received through social media? 3. How is a restaurant's extended market mix affected by customer feedback on social media? Purpose: The study aims to investigate how restaurants handle customer feedback through social media and to what extent this affects the operational activities of restaurants. Methodology: Qualitative approach, multi case study and semi-structured interviews. Conclusion /Contribution: The importance of customer feedback and its impact on restaurants operational activities are great. The which extent it affects, and the degree of consideration given, depends on the stated strategy a company implements.
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Ковальчук, Ю. С. "Social Media Marketing." Thesis, Київський національний університет технологій та дизайну, 2017. https://er.knutd.edu.ua/handle/123456789/8115.
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Lahtinen, Ville. "Assessing the effectiveness of the marketing mix in social marketing." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381271.
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This research investigates whether a program utilising a full commercial marketing mix (4P) is more effective than a program using a promotion-only approach in increasing fruit and vegetable (FV) intake of children. Additionally, this research examines the effectiveness of the parental component of the same program examining the attitudes, subjective norms, behavioural control and intentions of parents for serving more fruit and vegetables to their children. Finally, the last study investigates the benefits and barriers of parents for serving fruit and vegetables, as separate groups of food, to their children as a first step to enhance the effectiveness of the parent component of the program.
This research program responds to previous criticisms in social marketing about the relevance of the marketing mix. While social marketers such as Gordon (2012), Peattie & Peattie (2003), Wood (2008) and Tapp & Spotswood (2013) have criticised the marketing mix their criticisms are not founded on empirical data examining the effectiveness of the 4Ps. Further, systematic social marketing literature reviews show that most social marketing programs do not use the full marketing mix (4P) and most programs rely on promotion strategies (Carins & Rundle-Thiele, 2014b; Kubacki, Ronto, Lahtinen, Pang, & Rundle-Thiele, 2017; Kubacki, Rundle-Thiele, Lahtinen, & Parkinson, 2015; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Therefore before one can criticise the marketing mix or develop new models (see Tapp & Spotswood, 2013) and move beyond the 4Ps altogether, fundamental field experimental research is required to test whether a 4P approach is superior to a 1P approach. As a result, the first research question in Study 1 is:
RQ1: Is an intervention using 4Ps more effective than an intervention using only 1P in increasing FV intake for Finnish children?
The study demonstrated that the program using a full commercial marketing mix (4Ps) was more effective than the program using a promotion-only approach in creating behaviour change. The children participating in the 4P program showed a significant increase in FV intake at breakfast and breakfast and dinner combined. The children in the 1P program and control group showed no significant differences. Future research could benefit from empirically testing alternative marketing mix models. The second study aims to expand views beyond the downstream audience (children) and focus on an important midstream audience, the parents, who have a significant impact on their children’s FV intake. The social marketing discipline has been known for focusing on downstream audiences, while the importance of midstream and upstream audiences has been recently acknowledged (Gordon, 2013; Hoek & Jones, 2011; Russell-Bennett, Wood, & Previte, 2013). To contribute to the midstream literature in social marketing, the second research question asks:
RQ2: Can a social marketing FV campaign increase the attitudes, subjective norms, perceived behavioural control, and intentions for parents to serve more FVs to their children?
The results of the study showed some promising effects for the parent component, as there was a significant increase in subjective norms and behavioural control towards parents serving more FV to their children. The control settings showed significant decreases in attitudes and subjective norms of parents when considering to serve FVs to the children. While the results showed some promise, future research is needed to build a more effective parent program component.
Finally, Study 3 investigates the barriers and benefits for parents for serving fruits and vegetables for their children. While the previous literature has examined the barriers and benefits of fruits and vegetables as one single group; this study aimed to understand if the barriers and benefits were different for fruits and vegetables. This led to the last two research questions:
RQ3a: What are the perceived benefits and barriers for Finnish parents when serving fruit for their children?
RQ3b: What are the perceived benefits and barriers for Finnish parents when serving vegetables for their children?
The results showed that the benefits and barriers are very different for fruits than they are for vegetables. Additionally, most of the benefits and barriers were fruit or vegetables specific, and cannot be generalised to a whole fruit or vegetable category. Limitations of the research and future research directions are outlined.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Dept of Marketing<br>Griffith Business School<br>Full Text
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Hrušovský, Gustav. "Analýza marketingového mixu reklamní agentury FILIP Media." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112689.
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This dissertation aims at analysis of marketing mix of advertising agency. Besides main 4P (Product, Price, Place, Promotions) contains other 3P (Personnel, Process, Physical evidence), because the product of the agency are services. The dissertations includes also SWOT and BCG analysis, in which provides information about positive and negative aspects of work of the agency. The separate chapter is dedicated to outsourcing, on which the advertising agency FILIP Media concentrates.
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Jaffrey, Jarrar. "Social Media and Marketing." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-52444.
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During different time era’s different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st-century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumerinteraction the companies have a good chance to take the lead in social media marketing. To solve the problem with measuring the return on investment, companies such as HP Sweden, can implement tools like social media monitoring. With these tools they will be able to analyze and measure their brand or products on the social space enabling them to optimize their way of marketing. The criteria for a company to pick the right measuring-tool are based on different parameters. Where for a company like HP Sweden, that is relatively new to the social space, it is better to take small and wise steps to first learn and then invest in a praiseworthy tool that is able to cover their needs.<br>Under olika tidsskeden har olika metoder för kommunikation utvecklats med kraftig påverkan på vår vardag. Sociala medier har blivit detta sekels sätt att kommunicera på, vilket har möjliggjort att vi har kunnat uttrycka våra tankar, idéer och känslor på ett helt nytt sätt. Detta sätt att kommunicera har också haft en enorm inverkan på företag, där de har insett att utan en ordentlig sociala media strategi har de ingen chans att sticka ut i den snabbt föränderliga digitala sfären. För att säkerställa en framgångsrik närvaro på sociala medier måste företagen ta olika marknadsföring teorier i beaktande. Detta så att de kan förstärka sitt varumärke i olika aspekter. Om företagen lyckas kombinera detta med innovativa sätt att interagera med konsumenter har de en god chans att ta ledningen i sociala medier. För att lösa problemet med att mäta avkastningen på investeringar, kan företag som HP Sverige, implementera olika mätningsverktyg. Med dessa verktyg kan de analysera och mäta sitt varumärke eller produkter så att de kan optimera sin marknadsföring utefter detta. Måttstocken för att välja rätt verktyg är baserat på olika parametrar. För ett företag som HP Sverige, som är relativt nya inom sociala medier, kan det vara lämpligt att ta små men visa steg där de först kan lära sig använda dessa verktyg för att sedan investera i ett mer avancerat verktyg som både täcker deras behov samt är ekonomiskt fördelaktigt.
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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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Wigmo, Johan, and Edvard Wikström. "Social Media Marketing : What role can social media play as a marketing tool?" Thesis, Växjö University, School of Mathematics and Systems Engineering, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5916.
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Ko, Ryan. "Prospective marketing meta-analysis and a novel web-based media-mix modeling experiment." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/77444.
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Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2012.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 89-90).<br>Prospective meta-analysis, pioneered in the biomedical field, is the meta-analysis of multiple studies conducted using similar protocols and under similar conditions. To eliminate bias, the inclusion of individual studies in the meta-analysis is agnostic of the findings of the individual experiment. In this thesis, I adapt prospective meta-analysis for use in the field of marketing science. Specifically, I design and create a database for prospective marketing meta-analysis that encourages and facilitates international collaboration and scale-up of marketing science studies and use this platform as the basis for a novel web-based media-mix modeling experiment that aims to model the relative effects of a variety of media. I detail the design and implementation of this web-based media-mix modeling experiment, which introduces the use of a browser extension to modify the media experience for test subjects based on their responses to pre-survey questions. I present preliminary results from a 50-user trial run of the system and analyze improvements and next steps, both for the current experiment and scale-up for future studies to include in the meta-analysis.<br>by Ryan Ko.<br>M.Eng.
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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.
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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
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Paliwal, Gunjan. "Social media marketing : opportunities and challenges." Thesis, Massachusetts Institute of Technology, 2015. http://hdl.handle.net/1721.1/98997.
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Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.<br>Cataloged from PDF version of thesis. Vita.<br>Includes bibliographical references (pages 72-78).<br>Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google.<br>by Gunjan Paliwal.<br>S.M. in Management Research
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Faried, Aamir. "Social media marketing strategies forweb startups." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-190837.
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A successful startup requires not only great product but also requires effective marketing strategy. After explosion of internet, online marketing has changed the way brands and businesses approach market using technology and digital marketing. The penetration of social media platforms in large audience gave birth to new marketing channel called social media marketing. Social media marketing can be very effective for startups with right planning and good execution. While talking about social media strategy, different people talked about different things and available social media marketing strategies are scattered in terms of context and content and it is difficult for startups to find out the one that can help them with their newly started venture, especially in their early stage. So the purpose of this thesis to go through all available social media strategies in literature and device a common framework that can help and guide startups to adopt social media marketing.
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Samková, Barbora. "Social media marketing českých mobilních operátorů." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.
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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.
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Wigren, Richard, and Filip Cornell. "Marketing Mix Modelling: A comparative study of statistical models." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-160082.
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Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to attribute sales to media spendings. However, many problems arise during the modelling. Modelling and mitigation of uncertainty, time-dependencies of sales, incorporation of expert information and interpretation of models are all issues that need to be addressed. This thesis aims to investigate the effectiveness of eight different statistical and machine learning methods in terms of prediction accuracy and certainty, each one addressing one of the previously mentioned issues. It is concluded that while Shapley Value Regression has the highest certainty in terms of coefficient estimation, it sacrifices some prediction accuracy. The overall highest performing model is the Bayesian hierarchical model, achieving both high prediction accuracy and high certainty.
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Ernestad, Victor, and Robert Henriksson. "Social Media Marketing from a Bottom-Up Perspective : The Social Media Transition." Thesis, Umeå University, Department of Informatics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-34776.
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<p><em>It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.</em></p>
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Jaber, Julia, and Gabriella Lundvall. "Social media marketing - An insight on companies’ brand communities on social media." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31257.
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Botros, Shadi, and Yacoub Said. "LUXURIOUS BRAND AND SOCIAL MEDIA : Luxurious brands marketing strategies in social media." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54454.
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Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.
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Grönlund, Sophie, and Tommy Schytt. "The use of data in social media marketing : An explorative study of data insights in social media marketing." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139211.
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The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. Among the increasing activities comes a vast amount of data which create endless of opportunities for companies to optimize their marketing activities. In marketing the most important has always been to know your customers and how to reach out to them. The Internet and data that comes with it has made it possible for companies to get to know their customers even better and to reach them with more precision if data is correctly used. A gap was identified from the litterature search which showed that it is not always clear how to utilize social media for marketing and it is not easy to analyze and interpret the data derived from social media. This has lead to a lack of knowledge on how data can be used for social media activities. From the identified gap regarding data usage in social media marketing, a research question was formulated: “How is data used in brand’s strategies for social media?” A qualitative research design conducting semi-structured interviews was used to examine the research question. A purposeful sample of eleven respondents, defined as experts within the research field, from ten different companies was selected. A pilot study was carried out to get insights in the identified gap, to set a base for the theoretical framework, and to optimize the interview questions. All respondents represented agencies except for the respondent in the pilot study. Academics and business communities are interested in how data is used in marketing purposes and therefore it was elaborated further in this thesis to how data can be used in social media activities. Branding activities are becoming more engaged with its customers, thus marketers need to keep up to date with the new and emerging trends. Furthermore, the aim was to explore how data is used in social media marketing and how data affect decisions in social media strategies. The results found in this study shows that data is used to define audiences on social media and to enable a greater reach of the messages for the audiences. The audience is defined by data analysis mostly based on consumer behavior in social media. To achive reach marketers use programmatic buying tools, which are based on data and ultimatley enables conversions among the audience. Data is also analyzed by opinion mining where data insights can show what topics customers are engaged in. Data insights can further give direction on how content can encourage engagement among the targeted audience. Lastly, the result shows that it is important to have knowledge about how to analyze, interpret, and use data insights in order to create successful social media activites.
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Ďuránová, Lucie. "Návrh na zlepšení marketingové komunikace společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377395.
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This diploma thesis deals with the proposal to improve the marketing communication of Marion's bridal and ball dresses salon. The first part describes the theoretical background. Next part is analytical, presenting the salon's current situation with the analyzes performed, which are summarized in the SWOT analysis. The last part provides suggestions for improving the salon´s marketing communication.
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Fjellman, Christine, and Emma Jansson. "Marknadsföring via sociala medier : Social Media Marketing." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6037.
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The thesis work focuses on marketing and its point of departure centers on mapping the utilization of social media as a form of marketing. The choice of this thesis subject has been deemed by the authors as one of particular interest due to the current popularity of social media in the Internet connected society and their use as marketing tools. Specifically, this thesis sets out to explore how companies exploit social media tools in marketing and how their use affects retail operations and customer relations in an effective and creative way.The report concentrates on qualitative data collection, the interview answers of four respondents, of which, two are considered experts within the field of social media. The choice of suitable respondents was strategic with the goal of covering as large a portion of the social media field as possible; one social media educator that works with companies and one who assists companies with social media applications. The remaining two respondents work in marketing and communications and employ, as part of their job, social media tools such as Facebook and Twitter. The choice of the company study object was based on the sample company’s development of a service centered on social media. Only interviewing individuals working with social media and not consumers, allowed for defining a clear scope for the study and personal interest in the business operators’ viewpoints drove that choice.The theoretical framework comprises the central concepts relationship marketing, traditional marketing, the 4 ps of marketing: product, price, promotion (i.e communication and marketing), and place (distribuation), and lastly 7 steps in creating an effective social media communication platform e.g developing a current communication platform and maintaining active participation which enables one to follow societal developments. Marketers devote more time and resources than ever towards developing relationships with customers emphasizing communication, trust, mutual understanding, and effectiveness. This postulate is central to the importance and focus of this study and the interview responses collected are used to explore the connection between this statement and the importance of social media and discussed in the thesis analysis.One of the primary conclusions of this thesis report is that the companies and retailers that have devoted money and resources towards integrating social media tools into their marketing strategies have benefited, experiencing increased sales turnovers and flourishing retail operations, as well as receiving positive feedback from consumers. These businesses become more accessible and have the opportunity to reach out to a larger number of potential customers; spreading their messages and sharing their history. Social media and the virtual realm, in totality, are becoming increasingly important, company's survival and development opportunities will increase if they use social media in their marketing.<br>Denna rapport är ett examensarbete inriktad på ämnesområdet marknadsföring, där fokus ligger på att klarlägga utnyttjandet av sociala medier som marknadsföringsform. Intresset för studien har sin grund i att sociala medier är så pass aktuella i dagens Internetuppkopplade samhälle att de blivit ett marknadsföringsverktyg. Vi har undersökt hur företag använder sig av sociala medier i sin marknadsföring och hur den påverkar butiksverksamheten och kundrelationen på ett effektivt och kreativt sätt.Rapporten är grundad på intervjusvar från fyra personer. Valet av personer gjordes för att täcka så stor del av branschen som möjligt. Två av dem är så kallade branschmänniskor som dagligen arbetar med sociala medier varav en utbildar företag och en hjälper företag. De två andra personerna som intervjuades har som yrke att marknadsföra och kommunicera sitt företag med hjälp av sociala medier så som Facebook och Twitter. Valet av företag gjordes bland de företag som hade utformat en tjänst kring sociala medier. Anledningen till valet att endast intervjua personer som arbetar med sociala medier och inte konsumenter var att vi ville avgränsa oss och använda näringsidkarens synvinkel då vi själva en dag ska arbeta som butikschefer.Den teoretiska referensramen omfattar benämningar om relationsmarknadsföring, traditionell marknadsföring, de 4 pna inom marknadsföring; produkt, pris, promotion ”marknadsföring” och plats ”distribution”, de sociala mediernas sju steg för att uppnå en aktuell kommunikationsplattform och aktivt deltagande för att följa utvecklingen i dagens samhälle. I den teoretiska referensramen tas även upp vilket kraftfullt marknadsföringsverktyg det sociala nätverket har blivit. Marknadsförare ägnar mer tid och resurser än någonsin för att skapa en relation till sina kunder. Det handlar om kommunikation, förtroende, samförstånd och effektivitet. Detta lyfts fram och jämförs med de intervjusvar vi fått från de olika respondenterna och kommer att presenteras i analysen.De betydande slutsatser som framkommit i rapporten är att de företag och butiker som har tagit till sig de sociala medierna och satsar pengar och resurser på det ser en ökad omsättning på sin försäljning, gynnsam butiksverksamhet och får en positiv respons från konsumenter. De blir mer tillgängliga och har möjlighet att nå ut och sprida sitt budskap och sin historia till fler människor. Den virituella världen och de sociala medierna tar över mer och mer, företags överlevnads och utvecklingsmöjligheter ökar om de använder sig av de sociala medierna i sin marknadsföring.
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Сичов, Д. О. "Social Media Marketing, як новий вид маркетингу". Thesis, Київський національний універститет технологій та дизайну, 2017. https://er.knutd.edu.ua/handle/123456789/10241.
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Пелих, О. В. "Social Media Marketing на телебаченні: добірка матеріалів". Master's thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75467.
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У роботі з’ясовано особливості smm-просування; зроблено SWOT- та PESТ-аналіз телеканалу «UA: Суми» та визначено особливості сприйняття, перегляду та поширення матеріалів реципієнтами. Мета роботи полягає у створенні рекламних матеріалів та розробці стратегії для SMM-просування сумського телеканалу «UA: Суми» у соцмрежах.
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Sikorska, Małgorzata, and P. G. Pererva. "Social media marketing: the nature and components." Thesis, НТУ "ХПІ", 2017. http://repository.kpi.kharkov.ua/handle/KhPI-Press/31152.
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We believe that the solution to this problem lies in constructing models that compile on an abstract level, the nature of real processes management taking into account the characteristics of the business environment. This means that predictive models should focus lag the trends of the past, the rationality of plans for the future and adaptability to the emerging patterns of reality.
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Vondrová, Lucie. "Marketingová komunikace ve firmě Petra Clinic." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124595.
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This diploma thesis deals with the marketing communications for esthetic and slimming clinic Petra Clinic. The first part of the thesis is focused on the theoretical knowledge of marketing services, marketing communications and communication mix area. Competition and communications and media mix area is examined in the practical part. Finally, I proposed for the clinic a four-month communications campaign. The aim of my thesis is to find out how the Petra clinic communicates and what communication and media mix area is specific for the clinic. Based on this information the individual recommandations how to encourage esthetic and slimming clinic in its marketing are proposed.
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Larsson, Louise, Sophie Längvik, and Linnéa Kjörling. "How does Event Marketing work on Social Media? : A qualitative study exploring Event Marketing in a Social Media context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85831.
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Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. The research question is “How is event marketing on social media experienced?” Methodology: This research undertook a qualitative research approach of explorative nature. Un-structured in-depth interviews was conducted with seven participants, sampled with quota sampling. The participants were selected with the criteria of being between the ages 16-34 and using social media and having previously experienced event marketing on social media. After these seven interviews had been conducted, saturation was reached. Conclusion: The main findings of this research are that entertainment, authenticity, innovation and quality are important categories of event marketing in a social media context. Thus, all four categories have an impact on the experience of an individual seeing a marketing event on social media. The category entertainment was shown to be influenced by authenticity, innovation and quality, which in turn has an effect on the experience of the viewer of the event.
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Gonçalves, Ana Sara Dores Martins. "Responsabilidade social das empresas e a sua implicação no marketing-mix e na marca." Master's thesis, Instituto Superior de Economia e Gestão, 2007. http://hdl.handle.net/10400.5/766.
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Mestrado em Marketing<br>A responsabilidade social das empresas tem vindo progressivamente a integrar-se na gestão das empresas portuguesas. Este estudo trata da responsabilidade social das empresas portuguesas: (1) por que razões a empresa a decide adoptar, (2) em que áreas de gestão essa responsabilidade se faz sentir, (3) que iniciativas são desenvolvidas em prol dessa responsabilidade. Dentro da empresa, é dada especial atenção à relação entre a responsabilidade social e o marketing, nomeadamente (4) às suas implicações nas actividades de marketing e à (5) influência que tem sobre as marcas da empresa. Uma vez que a informação disponível sobre a responsabilidade social em Portugal não abarca os aspectos referidos, recorreu-se à aplicação de um questionário estruturado a uma amostra não probabilística para levar a cabo este estudo de carácter empírico e exploratório. Com a finalidade de estabelecer comparações entre grupos, seleccionou-se uma segunda amostra, também não probabilística, com base noutros critérios. Identificamos, com recurso a estatísticas descritivas e ao cálculo de índices, quais as razões mais e menos importantes para a adopção da responsabilidade social das empresas, quais as áreas de gestão da empresa em que esta se faz sentir mais e menos, quais as ferramentas que estão a ser utilizadas para gerir essa responsabilidade e quais as iniciativas desenvolvidas pelas empresas no âmbito da sua responsabilidade social. Relativamente às implicações desta nova temática com as actividades de marketing, quantificamos a percepção dos profissionais inquiridos das implicações desta nova postura na operacionalização do marketing (2,06 pontos para a amostra principal e 1,64 pontos para o grupo de controlo. Estes valores devem ser enquadrados numa escala máxima de 4 pontos) e da sua influência sobre as marcas da empresa (2,32 pontos para a amostra principal e 2,01 pontos para o grupo de controlo contextualizados numa escala máxima de 4 pontos).<br>Corporate social responsibility is becoming more and more an integral part in Portuguese companies' management. This paper deals with Portuguese companies corporate social responsibility: (1) why do the companies assume it, (2) in which management areas does this responsibility has implications, (3) what kind of initiatives are there promoted in order to foster this responsibility. It is given a special attention to the relationship between social responsibility and marketing, namely (4) to the way it determines marketing activity and (5) to the way in which it has influence upon the company's brands. Once information available about social responsibility in Portugal does not include data regarding the afore-mentioned aspects, we used a structured questionnaire over a non-probabilistic sample, in order to make this empirical and exploratory study. In order to compare groups, a second sample was selected, a non-probabilistic as well, using other criteria. Using descriptive statistics and indexes computation, the more important reasons, and the lesser ones, why social responsibility is assumed in companies were identified. It was also identified in which management areas social responsibility make itself more, and less, felt, which tools are being used to manage this responsibility and which initiatives are being taken accordingly. Regarding the implications of the new issue of social responsibility upon marketing activity, we assessed quantitatively professionals' perception of it (2.06 points for the main sample and 1.64 for the control group. These values are placed on a scale with a maximum of 4) and its influence upon companies' brands (2.32 points for the main sample and 2.01 for the control group, on a scale up to 4).
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Antunes, Carlos Diogo Carvalho. "Social media marketing num novo contexto de mercado." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/29670.
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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Jorge Fernandes Coelho.<br>O presente relatório é referente ao estágio curricular na área de Marketing
realizado entre 22 de Setembro de 2014 e 31 de Março de 2015 na empresa
Foreigners.cz, com sede na República Checa, integrado no âmbito do Mestrado em
Gestão da Faculdade de Economia da Universidade de Coimbra, na área. O estágio
teve como principal objetivo a melhoria do marketing praticado por via das redes
sociais.
A Foreigners.cz é uma empresa que presta diversos serviços complexos de
relocação para estrangeiros e mantem assistência durante toda a estadia dos seus
clientes. As principais tarefas realizadas no estágio foram a gestão de conteúdos nas
redes sociais, promoção de serviços, organização e promoção de eventos e apoio aos
restantes trabalhadores nas tarefas diárias da empresa. Contribui de forma direta para
a melhoria da gestão dos Social Media por parte da empresa, e deste modo para uma
maior divulgação da empresa.
Tendo em conta que a gestão de redes sociais foi a tarefa de maior relevo na
empresa, o relatório aborda o uso do Marketing Digital como meio das empresas
divulgarem os seus produtos/serviços a um maior número de consumidores.
Finalmente, salienta-se que foram identificados vários aspetos passíveis de melhoria.
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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.
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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie informatiche coinvolgono le relazioni tra le imprese e il consumatore, e le singole componenti del marketing mix. Dal punto di vista sociale, permettono a milioni di persone di scambiarsi informazioni, di costruire una rete relazionale e comunicativa priva di barriere geografiche, di creare contenuti diversificati in qualsiasi parte del mondo. Queste potenzialità hanno costretto imprese e individui a prendere coscienza di un cambiamento radicale nel paradigma del marketing. La figura del consumatore assume un ruolo centrale e un’importanza molto diversa rispetto all’entità passiva tipica del marketing tradizionale: gli “utenti 2.0” utilizzano i numerosi strumenti digitali a loro disposizione per partecipare attivamente alle community che si sono create sulla Rete, condividendo opinioni e ricercando informazioni sui prodotti e servizi. Le imprese hanno la possibilità di sfruttare questa fonte di conoscenza gratuita e largamente disponibile per meglio comprendere le esigenze e i reali bisogni del target di riferimento, adattando di conseguenza l'offerta. I social network sono le piattaforme su cui avviene la maggior parte degli scambi relazionali tra gli utenti, e le imprese che intendono competere in un mercato globale orientando la propria comunicazione sul Web devono integrare questi new media nella propria strategia, distribuendo contenuti creativi e monitorando l'attività online.
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Baum, Daniela [Verfasser], and Martin [Herausgeber] Spann. "Consumer Reviews and Social Media Marketing / Daniela Baum." Berlin : epubli GmbH, 2015. http://d-nb.info/1066512485/34.
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Bogéa, Felipe. "Determinants of social media marketing adoption by companies." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24563.
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Previous issue date: 2018-07-17<br>Social media mass adoption by individuals has increased consumer power, which, in turn, has pressured companies to adopt and manage its social media communications. However, there is limited research specifically on social media marketing adoption by companies. Furthermore, there is little consensus about the adoption factors and a lack of standardization in the terminology used in the academic articles. This thesis further the knowledge in social media adoption at the company level, by (i) identifying variables that can influence social media adoption by companies and determining how these variables influence adoption; (ii) proposing and empirically testing a theoretical model of social media adoption, under the light of TAM, UTAUT, and Institutional Theory. This thesis was conducted in two phases, which derived two articles. The first phase was primarily composed by analysis of the semi-structured interviews with senior marketing executives of large companies of different economic sectors. The second phase further developed the theoretical model and quantitatively tested it, based on the results of surveys sent to marketing professionals. The results of the second phase show that Isomorphic pressures (eg: coercive and mimetic pressures), social influence and facilitating conditions were the key factors driving social media adoption.<br>A adoção em massa das mídias sociais pelos indivíduos aumentou o poder dos consumidores, o que pressionou as empresas a adotarem e gerenciarem sua comunicação nas mídias sociais. Todavia, há poucas pesquisas sobre a adoção do marketing nas mídias sociais por empresas. Além disso, existe pouco consenso sobre os fatores que levam a adoção e uma ausência da terminologia empregada nos artigos acadêmicos. Essa tese amplia o conhecimento da adoção de mídias sociais pelas empresas ao: (i) identificar as variáveis que podem influenciar na adoção das mídias sociais e determinar como essas variáveis influenciam a adoção; (ii) propor e testar um modelo teórico de adoção de mídias sociais sob o primsma de TAM, UTAUT, e Teoria Institucional. Essa tese foi desenvolvida em duas fases, gerando dois artigos. A primeira fase foi composta basicamente pela análise de entrevistas semiestruturadas com executivos sêniors de marketing de diferentes setores da economia. A segunda fase, continuou o desenvolvimento do modelo teórico e quantitativamente testou o mesmo, baseado nos resultados dos questionários enviados para profissionais de marketing. Os resultados da segunda fase indicam que as pressões isomórficas (mimetica e coercitiva), influência social e condições facilitadoras são os principais fatores na adoção do marketing nas mídias sociais.
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Abrons, Irene Michel. "Social Media Marketing Among Small Retail Clothing Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4769.
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Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who participated in this study had not experienced insurmountable barriers to their use of social media marketing. However, participants cited difficulties relating to the cost and time involved in social media marketing and the lack of suitable training. The 4 main themes that emerged relating to the perceived benefits of social media marketing were cost, convenience, ability to reach a large audience, and benefits relating to visual marketing. The study has implications for the success of the small business sector as well as the U.S. economy because data yielded insight into effective practice in social media marketing in the small retail clothing industry, as well as the types of barriers and difficulties that small business owners must overcome. This study has potential for social change because knowledge about the barriers to social media marketing could empower small businesses, especially in Chicago, to adopt strategies to overcome barriers, thereby remaining competitive and adding to the stability of small businesses as a significant source of jobs and economic growth.
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Bessegato, Federica <1995>. "Content marketing: social media engagement of Italian wineries." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18070.
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Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There are many types of content and also different types of motivations that push consumers to interact with a content: for this reason, the aim of this thesis is to investigate the online presence of the most remunerative Italian wineries on Facebook, and discover if different types of contents can generate different types of reactions. This thesis is divided into four parts: the first part introduces the history of content marketing, facing what it is and which are the advantages of this technique, the second part discusses the inbound marketing and the content marketing strategy, the third part is a collection of the principal studies made in this field, and the last one is the analytical part, which analyses the posts of the Italian wineries in order to figure out which are the most engaging contents.