A Social Media Study: Luthiers' Social Media Usage and Material Acquisition in the USA. Case Study: Flaxwood
Purtola, Panu (2017)
Purtola, Panu
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121120484
https://urn.fi/URN:NBN:fi:amk-2017121120484
Tiivistelmä
The digitalization and development of social media have changed the characteristics of advertising and business activities. For businesses digital marketing strategy is an inseparable part of their mar-keting strategy, especially with smaller businesses that need to find cost efficient ways of promo-tion. Reaching even the smallest niche-group is now possible with little costs, if the right tools and platforms are applied.
The thesis addresses digital marketing strategy tools and social media marketing strategies. The the-sis was conducted by request of the Flaxwood Corporation, a micro sized guitar-and instrument component manufacturer from Eastern Finland. The objective of this thesis was to find proper digi-tal marketing channels and platforms, where to reach the desired customer base and influencing them through those channels. The study is about luthiers’ social media behaviour in the USA, so that Flaxwood can effectively reach and communicate this group and promote their products to them.
Through qualitative research methods and interviews, social media channels and other platforms to influence luthiers were discovered. How to act in each of the platforms is suggested to the company in order to interact with luthiers and promote their products for them.
The thesis addresses digital marketing strategy tools and social media marketing strategies. The the-sis was conducted by request of the Flaxwood Corporation, a micro sized guitar-and instrument component manufacturer from Eastern Finland. The objective of this thesis was to find proper digi-tal marketing channels and platforms, where to reach the desired customer base and influencing them through those channels. The study is about luthiers’ social media behaviour in the USA, so that Flaxwood can effectively reach and communicate this group and promote their products to them.
Through qualitative research methods and interviews, social media channels and other platforms to influence luthiers were discovered. How to act in each of the platforms is suggested to the company in order to interact with luthiers and promote their products for them.