Organizacijų komunikacijos socialinėse medijose formų poveikis tikslinei auditorijai /

The main purpose of this work is to evaluate how different communication factors in social media affect user engagement. The bachelor thesis has 3 parts. The first part is the analysis of scientific literature. In this part, based on the insights of scientists, the relevance and purpose of social media is reviewed, forms of communication, types of content, and previous research are discussed. The second part is research methodology. This part is based on the analyzed scientific literature. In the third part presented analyze and the main research results are presented. Data was collected from the study participants through structured interview. During the qualitative research, with marketing and communication specialists and able to comment on the company's information on social media were interviewed. The research participants helped to reveal the purpose of the research and reveal the nuances of the impact of the forms of expression used by cosmetic companies on social media with consumers on the target audience. The research revealed that the activity of the target audience in social media is particularly noticeable when communicating in presenting expert opinions and creating joint projects with opinion makers. Conclusions and suggestions are presented at the end of the work. The conclusions contain summaries of the analysis of scientific literature and the results of the conducted research.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Kozlovska, Diana,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210637124&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210637124