Use of social media among speciality clothing companies
Kotamäki, Riikka (2016)
Kotamäki, Riikka
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604013761
https://urn.fi/URN:NBN:fi:amk-201604013761
Tiivistelmä
This thesis is a research about how certain clothing companies in Finland use social media, especially Facebook and Instagram, in their marketing. The idea of the thesis was created during my work placement, which I completed at the case company, Dropinmarket. Dropinmarket has quite a poor social media presence at the moment and the goal of this thesis is to give recommendations on how to improve it.
The introduction gives a more detailed view to the background of this thesis, introduces the case company, clarifies the key words of the thesis, and introduces the research questions as well.
The theoretical framework helps the reader to understand what social media is all about and how it can be used in marketing, and what the challenges and the benefits of social media are. Different social media channels are introduced, and the sections on Facebook and Instagram provide visual illustrations to understand how the channel works. The pros and cons of each channel are also discussed.
The research methods explain the research process in more detail. The data was collected during a three-month period, from November 2015 to January 2016. The data was collected from selected companies’ Facebook and Instagram accounts and it was put into tables. Each company has its own table.
The research contains a presentation of all five companies and the findings that emerged from the data. The findings show how Facebook and Instagram are used, how often the company uses those channels, and what kind of content can be found in the channels. Customer service on Facebook and Instagram is also examined.
Finally the differences between the companies studied are discussed. Attention is given to possible major differences between Finnish and foreign companies. Based on the findings, the conclusions provide recommendations to Dropinmarket about how to improve its social media presence.
The introduction gives a more detailed view to the background of this thesis, introduces the case company, clarifies the key words of the thesis, and introduces the research questions as well.
The theoretical framework helps the reader to understand what social media is all about and how it can be used in marketing, and what the challenges and the benefits of social media are. Different social media channels are introduced, and the sections on Facebook and Instagram provide visual illustrations to understand how the channel works. The pros and cons of each channel are also discussed.
The research methods explain the research process in more detail. The data was collected during a three-month period, from November 2015 to January 2016. The data was collected from selected companies’ Facebook and Instagram accounts and it was put into tables. Each company has its own table.
The research contains a presentation of all five companies and the findings that emerged from the data. The findings show how Facebook and Instagram are used, how often the company uses those channels, and what kind of content can be found in the channels. Customer service on Facebook and Instagram is also examined.
Finally the differences between the companies studied are discussed. Attention is given to possible major differences between Finnish and foreign companies. Based on the findings, the conclusions provide recommendations to Dropinmarket about how to improve its social media presence.