The effects of social media marketing on brand awareness through Facebook and Instagram. Case: Company X
Tran Thi My, Huyen (2021)
Tran Thi My, Huyen
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021062716681
https://urn.fi/URN:NBN:fi:amk-2021062716681
Tiivistelmä
The aim of this research is to investigate the effects of social media marketing on brand awareness, through Facebook and Instagram networks. Company X as the case company, who desires to leverage social media networks to develop online presence in a cost-effective way. During the working time at company X, the author is encouraged to address and deliver in-depth insights about social media marketing, along with its current trends, impacts and opportunities. Furthermore, by incorporating theories with practical study, the author could enhance her competency in such field, which is beneficial for her career path.
The main question in this research is: “How social media marketing impacts on brand awareness?” To answer the question, theoretical and empirical research are presented. Previous studies provide a based understanding about the concepts of branding, brand awareness, social media marketing and their applications in business perspectives. Main secondary sources include textbooks, e-books, academic journals, theses, government publications, other Internet references.
The impact of social media zones on community creation, engagement, content interaction, and website traffic are examined empirically. A quantitative method is implemented to gather statistical data from social media outcomes of the case company, from October 2020 to March 2021. For data collection and analysis, secondary and primary research are employed, with a deductive approach.
The results help the company to map out the audience insights, see what works and what does not during social marketing campaigns. The conclusions are made based on literature reviews and the metrics which were retrieved. The findings indicated that social media zones and their usage in marketing might help a company gain significant brand exposure.
The main question in this research is: “How social media marketing impacts on brand awareness?” To answer the question, theoretical and empirical research are presented. Previous studies provide a based understanding about the concepts of branding, brand awareness, social media marketing and their applications in business perspectives. Main secondary sources include textbooks, e-books, academic journals, theses, government publications, other Internet references.
The impact of social media zones on community creation, engagement, content interaction, and website traffic are examined empirically. A quantitative method is implemented to gather statistical data from social media outcomes of the case company, from October 2020 to March 2021. For data collection and analysis, secondary and primary research are employed, with a deductive approach.
The results help the company to map out the audience insights, see what works and what does not during social marketing campaigns. The conclusions are made based on literature reviews and the metrics which were retrieved. The findings indicated that social media zones and their usage in marketing might help a company gain significant brand exposure.