Social Media Marketing Essay

5840 Words24 Pages
Marketing in Social Media Why do companies need to construct and implement social media marketing strategies? Thesis by Yue Cao 345035 08/06/2013 Supervised by Gerhard Havranek 1 Abstract The paper is a qualitative exploratory research on social media marketing which on the purpose to find a proper strategy for companies in constructing and implementing social media channels. The paper also analyzed the necessity for social marketing communication. Brand awareness and social network theory is the fundamental theoretical framework in this paper. By using appropriate social media channels, it is expected to build mutually beneficial interaction with companies’ customers and obtain useful feedbacks efficiently for products or services. Besides, theoretical analysis and empirical data analysis are elaborated in the paper in order to provide clear arguments. NIKE is selected to set an example in using social media with marketing purposes. Finally, the conclusion is drawn to summarize the research. 2 Table of content Chapter 1 Introduction ......................................................................................... 4 1.1 Problem defination ...................................................................................... 5 1.2 Research question ....................................................................................... 5 1.3 Social relevance and scientific relevance ..................................................... 5 Chapter 2 Social media marketing: Concepts & notions......................................... 6 2.1 Web 2.0 ....................................................................................................... 6 2.2 Social media ................................................................................................ 6 2.3 Social media and marketing

More about Social Media Marketing Essay

Open Document