Successful social media marketing for African handmade accessories company
Tanui, Natalie (2016)
Tanui, Natalie
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120919688
https://urn.fi/URN:NBN:fi:amk-2016120919688
Tiivistelmä
This Research is about how an African handmade accessories company should have effective social media marketing, specifically for Facebook and Instagram. The case company social media presence is poor and minimal usage of it.The objective of the thesis is to provide successful social media marketing and through this, it improves sales, customer satisfaction and building social brand. The background of the thesis gives an introduction of the case company. Explanations of the key words are given. It also introduces the research scope of thesis which entails the research objectives and investigative questions.
The theoretical framework enables the reader to have better understanding of how to use social media in marketing. The benefits and challenges of using social media are discussed Choosing the right channel for the target audience and how to measure the success of social media marketing is discussed. Facebook and Instagram as part of the different social media platforms are explained in detail and how to use them for both personal and company use. The research method used was qualitative and benchmarking. Data was collected for duration of three months, summer 2016. The tables in chapter 5 clearly illustrate the Facebook and Instagram page of the competitors. The comparison show how often the two platforms are used by the companies, type of the content posted on the channels and examination of the consumers feedback.
In conclusion, the differences between the competitors and case company are discussed. The findings show that the case company social media usage is low and inactive as to compare with the competitors. The recommendations based on the theoretical information, qualitative analysis and benchmarking give information to the case company on how to improve and have effective social media marketing.
The theoretical framework enables the reader to have better understanding of how to use social media in marketing. The benefits and challenges of using social media are discussed Choosing the right channel for the target audience and how to measure the success of social media marketing is discussed. Facebook and Instagram as part of the different social media platforms are explained in detail and how to use them for both personal and company use. The research method used was qualitative and benchmarking. Data was collected for duration of three months, summer 2016. The tables in chapter 5 clearly illustrate the Facebook and Instagram page of the competitors. The comparison show how often the two platforms are used by the companies, type of the content posted on the channels and examination of the consumers feedback.
In conclusion, the differences between the competitors and case company are discussed. The findings show that the case company social media usage is low and inactive as to compare with the competitors. The recommendations based on the theoretical information, qualitative analysis and benchmarking give information to the case company on how to improve and have effective social media marketing.