Komunikacijos socialiniuose tinkluose įtaka kliento požiūriui ir ketinimams pirkti (Telia Lietuva atvejis) /

The purpose of this work is to determine social media communication impact on customer attitudes towards a company and purchase intentions. This bachelor thesis consists of three main parts: the analysis of scientific literature, research methodology and analysis of the research results. Thesis is concluded with conclusions and proposals. The literature study component of this thesis emphasizes the importance of communication in business, ranging from traditional channels to the changing landscape of social media platforms. It delves further into the intricacies of communication across multiple social media platforms, revealing their effects on purchase intention and customer sentiments. Based on scholarly insights and empirical facts, this review provides a solid foundation for comprehending the complex interplay between communication dynamics and business outcomes. Research methodology was created based on literature study and results of previous studies. The questionnaire was created to assess the impact of “Telia Lietuva“ social media communication towards brand attitude and purchase intentions. Using quantitative research approaches, the study thoroughly investigated the intricate interplay between "Telia Lietuva" communication efforts on social media platforms together with user generated content and the resulting shifts in consumer perceptions and behavioral intents. The result analysis showed that communication on social media has significant effect on brand attitude and purchase intentions. Furthermore, user generated content can negatively affect customers attitude towards the brand. The results of this study can be used as proof that communication on social media is essential part of contemporary business.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Maželis, Rokas,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210582382&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210582382