Online marketing improvement based on marketing psychology, case: Roomsevilla
Laakkonen, Roosa (2013)
Laakkonen, Roosa
Satakunnan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401151376
https://urn.fi/URN:NBN:fi:amk-201401151376
Tiivistelmä
The purpose of this thesis was to study and find out the best cost-effective online marketing channels for a Spanish housing agency Roomsevilla in order to strengthen its online marketing. In addition, this thesis aims to find out how the case company can use marketing psychology in its online marketing.
The theoretical part includes online marketing, marketing mix and marketing psycho- logy which were collected from various books, online journals and websites. Also Cialdini's 6 Principles of Influence were handled and applied for the case company. The practical part includes a quantative research which was a survey made for the target group of the case company. In addition, the practical part includes my impro- vement ideas for the case company based on the theory, research results and author's own experience and creativity.
The research was mainly done to find out the social media activeness and online be- haviour of the target group. The secondary target was to clarify where the target group had found their accommodation for their stay in Seville and which factors have affected on their decision when choosing an apartment.
The theoretical part includes online marketing, marketing mix and marketing psycho- logy which were collected from various books, online journals and websites. Also Cialdini's 6 Principles of Influence were handled and applied for the case company. The practical part includes a quantative research which was a survey made for the target group of the case company. In addition, the practical part includes my impro- vement ideas for the case company based on the theory, research results and author's own experience and creativity.
The research was mainly done to find out the social media activeness and online be- haviour of the target group. The secondary target was to clarify where the target group had found their accommodation for their stay in Seville and which factors have affected on their decision when choosing an apartment.