THE ROLE OF SOCIAL MEDIA IN PROMOTION OF THE FAST-MOVING CONSUMER GOOD BRAND IN THE RUSSIAN MARKET : Case: Company X

Abstract

With the development of modern technologies, the role of social media has rapidly increased during the past few decades. Social media use significantly changed the way businesses and products are promoted. The aim of this thesis is to study the social media as a marketing tool and how businesses might benefit from the use of social media. The final goal is to create a development plan for the case company in order to get more customers in Russia.

In this research, the author used a deductive research approach and utilize both qualitative and quantitative analysis methods. The secondary data is collected from books, journals and online-based publications. Primary data is collected from a survey and an interview.

The theory about social media is used for better understanding the concept of social media marketing and how it could be utilized in business promotion. Since the main goal of the research is to establish a development plan for the case company, the SWOT analysis is used as a tool to analyze the current situation in the case company.

Research outcomes indicate that social media promotion is a perception tool for reaching new customers and build brand awareness. The specifics of the Russian market should be taken into consideration while choosing marketing channels and implementing a new strategy.