The analysis of social media usage : Case Study: Fashion Designer X
Markova, Natalia (2012)
Markova, Natalia
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112817033
https://urn.fi/URN:NBN:fi:amk-2012112817033
Tiivistelmä
The recent remarkable growth in Internet-based business activities has demonstrated that many different benefits can be derived from communication technology platforms. Internet technology has changed the way people conduct business, communicate, and learn. The Internet has delivered to firms a global market presence, and online marketing has become an essential part of business. One of the reasons for this phenomenon is the ability to create online environments where users can communicate and obtain valuable information.
Both consumers and companies are more and more involved in social media. Different social networking sites, blogs and forums have experienced significant growth in recent years; this encourages marketers to communicate with consumers in new and interesting ways. These recent developments provide an opportunity for researchers to study social media marketing, in particular its different online channels.
The aims of this research are as follows: 1) to analyse social media usage in marketing activities, 2) to explore the relevance of different social media platforms, 3) to ascertain their benefits and challenges, and 4) to examine the social media activities of fashion designer X in order to develop some recommendations for her marketing activities.
In this traditional research the triangulation approach was used to collect mainly qualitative data through an online semi-structured interview, online questionnaires, and a review of the relevant literature. The quantitative method was also used for analysing the data collected through these questionnaires. The research was conducted during the period from October to November 2012.
The results indicate that social media provides a great opportunity to give exposure to companies' brands at low cost. It was found that the most popular social media tools used by entrepreneurs are Facebook and Twitter. The findings also show that enterprises face some challenges, such as measuring social media performance. However, it is possible to overcome these challenges by committing more time to social media, including the listening and monitoring processes, or by hiring a social media strategist.
Both consumers and companies are more and more involved in social media. Different social networking sites, blogs and forums have experienced significant growth in recent years; this encourages marketers to communicate with consumers in new and interesting ways. These recent developments provide an opportunity for researchers to study social media marketing, in particular its different online channels.
The aims of this research are as follows: 1) to analyse social media usage in marketing activities, 2) to explore the relevance of different social media platforms, 3) to ascertain their benefits and challenges, and 4) to examine the social media activities of fashion designer X in order to develop some recommendations for her marketing activities.
In this traditional research the triangulation approach was used to collect mainly qualitative data through an online semi-structured interview, online questionnaires, and a review of the relevant literature. The quantitative method was also used for analysing the data collected through these questionnaires. The research was conducted during the period from October to November 2012.
The results indicate that social media provides a great opportunity to give exposure to companies' brands at low cost. It was found that the most popular social media tools used by entrepreneurs are Facebook and Twitter. The findings also show that enterprises face some challenges, such as measuring social media performance. However, it is possible to overcome these challenges by committing more time to social media, including the listening and monitoring processes, or by hiring a social media strategist.