Development of Social Media Marketing for Russian Customers : Case Company: CheapSleep Hostel
Vorona, Kirill (2018)
Vorona, Kirill
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060212095
https://urn.fi/URN:NBN:fi:amk-2018060212095
Tiivistelmä
Importance of social media marketing has increased, as businesses have understood the opportunities and benefits of using it. Social media is the leading tool for reaching existing and potential customers. The aim of the thesis is to study the concept of social media marketing and key advantages of its implementation in the hospitality industry. The goal of research is creating a development plan for the case company, CheapSleep Helsinki.
The author uses deductive research approach and utilizes both qualitative and quantitative analysis methods. Primary data of the study is collected with help of interviews with personnel and customers, and an online survey is conducted. Secondary data consists of online-based sources and published sources - books and journals.
Theory about hospitality industry is used to gain better knowledge of key factors influencing the industry and future perspectives of it. Concept of consumer behavior is explained to learn what affects purchasing decisions in the hospitality industry and how they are made. For creating the development plan, information concerning social media marketing is included in the theoretical framework of the study. The main tool used for the analysis of the current situation with internal and external environment of the company is SWOT-analysis.
Research outcomes identify social media marketing as a perspective tool for reaching potential customers and supporting loyalty of existing ones. Marketers need to pay attention to specifics of a target group of customers coming from Russia by choosing sufficient marketing channels and adjusting the content towards them.
The author uses deductive research approach and utilizes both qualitative and quantitative analysis methods. Primary data of the study is collected with help of interviews with personnel and customers, and an online survey is conducted. Secondary data consists of online-based sources and published sources - books and journals.
Theory about hospitality industry is used to gain better knowledge of key factors influencing the industry and future perspectives of it. Concept of consumer behavior is explained to learn what affects purchasing decisions in the hospitality industry and how they are made. For creating the development plan, information concerning social media marketing is included in the theoretical framework of the study. The main tool used for the analysis of the current situation with internal and external environment of the company is SWOT-analysis.
Research outcomes identify social media marketing as a perspective tool for reaching potential customers and supporting loyalty of existing ones. Marketers need to pay attention to specifics of a target group of customers coming from Russia by choosing sufficient marketing channels and adjusting the content towards them.