The Role of Social Listening in a Marketing Campaign

Abstract

This study gives a comprehensive picture of social listening in business activities and marketing campaigns. This tool assists the enterprise in collecting valuable data on social media platforms. People realized that they have been ignoring a massive amount of free, public information on social media in recent years. The purpose of the thesis is to evaluate the role of social listening in marketing campaign effectiveness. There are few official documents on social listening, so that is still relatively new to people. A qualitative method was applied primarily in this thesis with the support of the quantitative approach. The study concentrated on the definition of social listening, the influence of this tool in three segments of the marketing campaign, the benefits and drawbacks of social listening, and future development. The thesis included a case study and 19 questions in a survey. The author estimated all the data and information in the case study based on the actual data. The survey outcomes and the case study show that social listening significantly contributes, is an integral part of marketing campaign effectiveness, and is meaningful to business activities.