Public susceptibility to popular online trends and their influence on social media marketing
Nemchina, Alice (2019)
Nemchina, Alice
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019101519971
https://urn.fi/URN:NBN:fi:amk-2019101519971
Tiivistelmä
The purpose of this research is to understand the nature of popular social media trends and their connection between advertisements in social networks. Moreover, the author strives to find a correlation with public attitude to popular tendencies and the way companies create their digital marketing campaigns. Lastly, in this particular study the author aims to identify the income from advertising on different social networks in Russia.
The study is divided into two parts: theoretical research and empirical study. To implement the first part, the author gathered theoretical data in a form of books, articles, cases and online sources. The second part includes empirical research, which was also divided into two parts: a traditional online survey and a modern approach - a survey within a social network (Instagram Stories poll).
The author analysed and evaluated public susceptibility to popular Internet trends in SMM and outlined an overall attitude to social networks. In this work, several conclusions have been drawn. Firstly, from the gathered data author concluded that people themselves take a big part in generating trends, while corporations use this information to promote their products. Secondly, consumer behaviour in digital space can sometimes get unpredictable; the right approach to abruptness caused by people online - is the key to the brand’s image success. Lastly, for a trend to be successful in the eye of public and commerce, it should not be outdated and annoying. Any nascent pattern is a reflection of the brand's customers.
The study is divided into two parts: theoretical research and empirical study. To implement the first part, the author gathered theoretical data in a form of books, articles, cases and online sources. The second part includes empirical research, which was also divided into two parts: a traditional online survey and a modern approach - a survey within a social network (Instagram Stories poll).
The author analysed and evaluated public susceptibility to popular Internet trends in SMM and outlined an overall attitude to social networks. In this work, several conclusions have been drawn. Firstly, from the gathered data author concluded that people themselves take a big part in generating trends, while corporations use this information to promote their products. Secondly, consumer behaviour in digital space can sometimes get unpredictable; the right approach to abruptness caused by people online - is the key to the brand’s image success. Lastly, for a trend to be successful in the eye of public and commerce, it should not be outdated and annoying. Any nascent pattern is a reflection of the brand's customers.