Dale Carnegie’s Teachings in the Age of Social Media
Desesquelles Martins, Syberiane (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060817668
https://urn.fi/URN:NBN:fi:amk-2020060817668
Tiivistelmä
This thesis was developed as a study of Dale Carnegie's teachings from his book How to Win Friends & Influence People and a review of whether those teachings would be relevant to social media marketing.
To gather information for the researcher's knowledge on the subject, secondary sources on: marketing, consumers, Dale Carnegie's teachings, influencers and influence marketing were used.
The research was conducted using a qualitative research approach through interviews and case analyses. The researcher conducted three interviews and three case studies of French influencers. The goal was to use Carnegie's criteria to analyze their strategy and their way of interacting with their community, to see if the teachings are applicable or not, or if they need improvement.
According to the results of the study, Dale Carnegie's teachings are still applicable to social networks despite the change in the type of communication, however some principles need to be adapted to this mass communication. Finally, as a recommendation, it would be interesting to add some new principles on honesty and humour for example.
To gather information for the researcher's knowledge on the subject, secondary sources on: marketing, consumers, Dale Carnegie's teachings, influencers and influence marketing were used.
The research was conducted using a qualitative research approach through interviews and case analyses. The researcher conducted three interviews and three case studies of French influencers. The goal was to use Carnegie's criteria to analyze their strategy and their way of interacting with their community, to see if the teachings are applicable or not, or if they need improvement.
According to the results of the study, Dale Carnegie's teachings are still applicable to social networks despite the change in the type of communication, however some principles need to be adapted to this mass communication. Finally, as a recommendation, it would be interesting to add some new principles on honesty and humour for example.