Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 50 for “"Social Media Marketing"”.
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Social media marketing : opportunities and challenges
… last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media …
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Study on social media marketing campaign strategy -- TikTok and Instagram
Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and …
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Social media marketing plan y rebranding de la marca Deli Berry
… tiene como objetivo principal generar un plan de marketing óptimo para la marca Deli Berry y hacer un trabajo de rebranding para la misma, considerando estrategias de marketing para obtener un buen resultado respecto al Brand Awareness. Para ello se ha llevado a cabo la elaboración y ejecución del …
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Assimilation of social media marketing in Saudi large companies : antecedents and consequences
This study aims to examine social media marketing through the lens of organisational innovation, therefore the research adopts an innovation-assimilation perspective regarding social media marketing in large Saudi companies. It aims to study the post-adoption stage of social media marketing, which …
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Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China
With the breakthrough of social media in the 21st century, microblogging has become an influential medium for marketing fashion brands and products online. For this reason, this study explores ten Irish and another ten Chinese fashion microblogging influencers’ microblogs using Text Mining and …
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Impact of Social Media Marketing on Consumer Purchase Action: A Case Study of SME consumers in Bangladesh
This study examines the influence of Impact of Social Media Marketing on Consumer Purchase Action. A Case Study of SME consumers in Bangladesh. A survey questionnaire was used to conduct the study on Bangladeshi SME customers who utilise online social media sites. The purpose of the research was to …
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The Effectiveness of Social Media Marketing in Higher Education: State University of New York, the College at Brockport
This thesis discusses the use of social media as a form of marketing in higher education, specifically used by public colleges. The focus will be on the intended use and the actual results of its use, as a case study of The College at Brockport. "What are the reasons why students do or do not …
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Η συμβολή του Social Media Marketing, του eWOM και της εικόνας του υποψηφίου στη διαμόρφωση της πρόθεσης ψήφου
Η παρούσα μελέτη εξετάζει την επίδραση του Social Media Marketing (SMM), του eWOM, της εικόνας του υποψηφίου και της θεσμικής πολιτικής δυσπιστίας στην πρόθεση ψήφου στην Ελλάδα. Ενταγμένη στο πλαίσιο της ψηφιακού πολιτικού μάρκετινγκ, η έρευνα στοχεύει στην κατανόηση του τρόπου με τον οποίο η …
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The influence of social media marketing on the rise of emerging African Language repertoires in South African digital communication
… communication increasingly becomes digitalised, social media is rapidly growing as an easily accessible communication platform for social engagements and digital marketing. This study aimed to analyse how African language speakers communicate with and about local brands on social media platforms …
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The effect of social media marketing on brand awareness, engagement, and customer value in South Africa : a stimulus-response perspective
With the rise of internet penetration and social media fast becoming one of the most popular online activities, the emergence of social commerce (SC) has become one of the most significant opportunities for marketers and brands. With more consumers using SC to purchase goods and services, socialise …
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The Nexus of Social Media Marketing Activities and Content on Visiting Intentions in the Jordanian Healthcare Sector: A Mixed-Method Approach
This study investigates the role of social media marketing activities (SMMAs) and content shared by physicians’ in influencing patients’ intentions to visit clinics and healthcare facilities in Jordanian, through a sequential mixed-method approach placed within the Stimulus-Organism-Response (SOR) …
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A marketingszervezet változása a közösségi média térnyerése nyomán = The transformation of the marketing organization due to expansion of social media marketing
… A változás alapvetően alakítja át a vállalatok marketing tevékenységét, és ez a szakirodalmi kutatások alapján nem függ földrajzi helytől, a vállalatok formájától sem. Akár az online, akár konkrétan a közösségi platformokon megvalósuló vállalati marketing aktivitás egy sor előnyt kínál a …
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The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
This study examined the influences of social media marketing (online communities, interaction, entertainment and perceived trust) and Generation Y online purchase behaviour of low involvement products in sub-urban areas. Additionally, the study also investigated the moderating effect of consumer …
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Internal organizational barriers to the adoption of social media marketing in the retailing industry of electronics and home appliances : the case of Egypt
A thorough look towards the use of social media reveals a strong potential to its role as a marketing tool. This study examines the barriers to the adoption of SMM by retailers of electronics and home appliances in Egypt. Despite the long stream of research in this field, research investigating the …
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Main Street 2.0: A Guide To Online And Social Media Marketing For Small Business Through The Use Of Online Analytics And Content Marketing Strategies
… businesses interested in developing digital marketing strategies to reach prospective and existing customers online. The guide will serve three main functions. The first is to provide a review of literature on integrated marketing communications, relationship marketing and content marketing …
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New Media Engines of Global Pharmaceuticalization: An Analysis of Top-Grossing Pharmaceutical Corporations
… examination to date of pharmaceutical corporate social media marketing communications, domestically, globally, and cross-nationally. Pharmaceutical corporations are heavily invested in their marketing practices, spending more annually on advertising than research and development. Yet …
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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors
… and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in the …
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Social media recruitment: Integration of social media in recruitment strategy
… is to identify the sentiments and behavior of social media users toward social media recruitment. It also contains the social media user’s opinion about social media marketing. Also, which social media channels are available for recruitment, and which channels are preferred by candidates to …
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Influencia de las estrategias de marketing digital en el comportamiento de compra de comida rápida en la empresa KFC en la zona de Lima Centro en tiempos de COVID-19
… research aims to identify which of the digital marketing strategies used by Kentucky Fried Chicken (KFC) is the one that is having the greatest impact on the purchase decision of consumers considering the current environment of the COVID-19 pandemic. Email marketing and social media marketing …
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