Social Media as a Marketing Tool: Case Esprit Porvoo
Ahishali, Selen; Liiber, Laura (2016)
Avaa tiedosto
Lataukset:
Ahishali, Selen
Liiber, Laura
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016053010845
https://urn.fi/URN:NBN:fi:amk-2016053010845
Tiivistelmä
This thesis is commissioned by Esprit Porvoo, Ritaco Oy, women’s clothing and accessories store. The aim of this thesis is to find out how social media could benefit Esprit Porvoo by engaging with current and potential customers and be a part of their marketing. The objective and purpose of this study is to gain deeper insights of how social media works as a marketing tool and to find out its advantages and disadvantages.
The study uses qualitative research. As a research method the study uses face to face semi structured interviews with two different target groups. The interviews were conducted in Haaga-Helia Porvoo and Esprit Porvoo store. The interview questions were based on the participants’ background, experience and relationship with social media and Esprit Porvoo store as well as questions about what drives their buying behaviour. The interviews had all in all ten participants.
The results show that the target groups answers varies but still remains some similarities. According to the results the study showed that even though the current marketing strategy works for the current customers of Esprit, the potential customer supports the idea of using social media as a tool to reach them. This is due to the fact that a majority of the participants have social media accounts and use them daily would enable visibility for Esprit Porvoo store.
In conclusion, based on our research Esprit Porvoo could benefit from using social media as a marketing tool in order to reach its customers and attain new ones. There is an opportunity for Esprit Porvoo to benefit from the insights gained in this research and implement them in their marketing and actions in order to build long lasting relationships with current customer and attain new ones with the aid of social media as a marketing tool.
The study uses qualitative research. As a research method the study uses face to face semi structured interviews with two different target groups. The interviews were conducted in Haaga-Helia Porvoo and Esprit Porvoo store. The interview questions were based on the participants’ background, experience and relationship with social media and Esprit Porvoo store as well as questions about what drives their buying behaviour. The interviews had all in all ten participants.
The results show that the target groups answers varies but still remains some similarities. According to the results the study showed that even though the current marketing strategy works for the current customers of Esprit, the potential customer supports the idea of using social media as a tool to reach them. This is due to the fact that a majority of the participants have social media accounts and use them daily would enable visibility for Esprit Porvoo store.
In conclusion, based on our research Esprit Porvoo could benefit from using social media as a marketing tool in order to reach its customers and attain new ones. There is an opportunity for Esprit Porvoo to benefit from the insights gained in this research and implement them in their marketing and actions in order to build long lasting relationships with current customer and attain new ones with the aid of social media as a marketing tool.