Social Media Marketing as a Tool for Brand Building: Ekodoma Ltd.
Sliusarenko, Nataliia (2022)
Lataukset:
Sliusarenko, Nataliia
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205118455
https://urn.fi/URN:NBN:fi:amk-202205118455
Tiivistelmä
Marketing on social media has been a proven strategy for enterprises for years. Small, medium and large companies worldwide are utilising social media for various purposes from promoting their products or services to optimising recruiting processes. If social media is already used in so many ways, why not to utilise it for brand building as well.
This product-oriented study examines branding in the social media marketing context. With the help of theoretical concepts, qualitative research and further devoted actions, the social media marketing plan aimed at building a strong brand is developed for Ekodoma Ltd. The company case is presented in the thesis to add practicality and opportunities for further realisation of the theoretical practices.
Ekodoma Ltd., a small enterprise company from the Czech Republic, is the participant in this study. The organisation is looking to enhance its brand equity by building brand identity, improving brand image and strengthening its position in the Czech market through social media marketing activities. As a result of the demand, this thesis aims to create a social media marketing plan to answer the main research question: How can Ekodoma Ltd. brand be built using social media marketing?
The research approach that was chosen for this thesis is qualitative. The theoretical framework is built on a literature review. In the empirical part, external secondary data is analysed, observations are made about the current state of company’s SMM and current SMM trends, and interviews are conducted.
The result of the thesis is a social media marketing plan for Ekodoma Ltd. The plan identifies steps towards brand building and offers suggestions for improving Ekodoma Ltd.’s current state of brand.
This product-oriented study examines branding in the social media marketing context. With the help of theoretical concepts, qualitative research and further devoted actions, the social media marketing plan aimed at building a strong brand is developed for Ekodoma Ltd. The company case is presented in the thesis to add practicality and opportunities for further realisation of the theoretical practices.
Ekodoma Ltd., a small enterprise company from the Czech Republic, is the participant in this study. The organisation is looking to enhance its brand equity by building brand identity, improving brand image and strengthening its position in the Czech market through social media marketing activities. As a result of the demand, this thesis aims to create a social media marketing plan to answer the main research question: How can Ekodoma Ltd. brand be built using social media marketing?
The research approach that was chosen for this thesis is qualitative. The theoretical framework is built on a literature review. In the empirical part, external secondary data is analysed, observations are made about the current state of company’s SMM and current SMM trends, and interviews are conducted.
The result of the thesis is a social media marketing plan for Ekodoma Ltd. The plan identifies steps towards brand building and offers suggestions for improving Ekodoma Ltd.’s current state of brand.