Socialinių medijų panaudojimo iššūkiai ir galimybės verslo analitikoje /

This bachelor's thesis examines the challenges and opportunities of using social media in business analytics. The aim of the work is to analyze the potential of social media data analytics in various business sectors based on theoretical aspects of social media data analysis, the application of technologies, and the practice of different industries, and to create recommendations on how companies can effectively use social media data in their operations. This thesis discusses the concept of social media, data types, big data analysis, and social media data analysis tools such as Google Analytics, Facebook Analytics, Instagram Business Tools, and TikTok Analytics. It also analyzes the opportunities and challenges of using social media data in the healthcare, education, financial services, and telecommunications sectors. In the practical part of the work, a qualitative study was conducted, during which marketing department managers from various industries were interviewed. The results of the study revealed that companies highly value social media data analysis tools, although they also face certain challenges. These tools help optimize marketing campaigns and improve customers experience. The main conclusions include answering set assignments of the thesis, the importance of social media data for businesses, the necessity of effectively applying analysis tools, and the significance of data-driven strategic decision-making.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Petrukauskaitė, Danielė,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210642150&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210642150