Social Media as a Promotional Tool for Products and Services
Otieno Aluoch, Katelyne (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303314499
https://urn.fi/URN:NBN:fi:amk-202303314499
Tiivistelmä
This thesis focuses on the topic of social media marketing. The general objective was to compare Finland and Kenya in terms of how small businesses in the two countries use social media as a promotional tool for their products and services.
The research methods employed to achieve the objective were comparative research methodology and qualitative content analysis. The research was conducted to answer three research questions: what are the similarities in the usage of social media as a promotional tool for products and services among small businesses in Kenya and Finland? What are the differences in the usage of social media as a promotional tool for products and services among small businesses in Kenya and Finland? To what extent does social media marketing campaigns influence the purchase decisions of customers of small businesses in Kenya and Finland?
The findings of this study were presented in three subsections as per the research objectives. The findings of the first objective were presented using three themes: social media promotes e-commerce, social media promotes influencer marketing, and social media promotes educational content. The findings of the second objective were presented using two themes: different social media platforms, and different SMM strategies. The findings of the third objective were presented according to the extent to which SMM campaigns influence purchase decisions of customers of small businesses in Kenya and Finland.
The research methods employed to achieve the objective were comparative research methodology and qualitative content analysis. The research was conducted to answer three research questions: what are the similarities in the usage of social media as a promotional tool for products and services among small businesses in Kenya and Finland? What are the differences in the usage of social media as a promotional tool for products and services among small businesses in Kenya and Finland? To what extent does social media marketing campaigns influence the purchase decisions of customers of small businesses in Kenya and Finland?
The findings of this study were presented in three subsections as per the research objectives. The findings of the first objective were presented using three themes: social media promotes e-commerce, social media promotes influencer marketing, and social media promotes educational content. The findings of the second objective were presented using two themes: different social media platforms, and different SMM strategies. The findings of the third objective were presented according to the extent to which SMM campaigns influence purchase decisions of customers of small businesses in Kenya and Finland.