Marketing through Social Media
Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X
Jaana Rantapelkonen Ahlberg Master’s Thesis of the Degree Programme in International Business Management
Master of Business Administration
ABSTRACT Rantapelkonen Ahlberg, Jaana. 2010. Social Media Marketing. Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X. Master’s Thesis. KemiTornio University of Applied Sciences. Business and Culture. Pages 42 (74).
The objective of this thesis is to provide insights on how Company X can use Social Media as a marketing and branding tool in consumer marketing in the Swedish market. More specifically, this study attempts to define what kinds of social media are used in Sweden and which opportunities and challenges the use of them in marketing creates for Company X. Moreover this study aims to illustrate the role social media has on customers purchase decisions, and to describe how the Company X can influence on the buying behavior through Social Media. In addition, this study describes the objectives, strategies and tactics that can be used for social media marketing activities. Finally, the goal of the study is to specify which key performance indicators Company X can use in measuring the impact of marketing and branding activities through social media.
The theoretical framework rests on literature of social media marketing and as well as previous studies on social media marketing. The research method is a case study with exploratory approach. The empirical data was gathered by conducting five semi-structured interviews mostly at corporate top management level in October and November 2010.
As a result of the thesis, suggestions for social media marketing actions were introduced to the company. As a conclusion, the case company is recommended to move forward with the suggestions for next steps in