Influence of Individuals’ Social Media Promotion on the Company’s Performance : Case: Spotted by Locals

Abstract

The thesis explored the connection between individuals’ social media promotion and its influence on the company’s performance. The definitions of social media and social media marketing were covered, taking into consideration both the advantages and disadvantages of using it within a company’s strategy.

The main task was to find out what impact social media on marketing a company’s performance (readership) on the web. The literature review helped provide valuable information about the chosen topic and give the solution to the research problem and questions.

The thesis was completed as a quantitative study using observation as the main method of gathering information.The quantitative observation involved counting the number of people accessing the service and analysing social media platforms. Furthermore, a test group of 361 people was used in order to prove the hypothesis. The main tool of analysing the results was Google Analytics.

The main outcome of the research was the confirmation of the significant influence of social media promotion on a company’s performance (readership) on the web. As for the results for the case company, Spotted by Locals, both research findings and theory about social media have proved that social media marketing is essential for companies nowadays.

Further research could take the form of a Master’s thesis in order to provide new insights into the chosen topic and support the existing theory.