Developing the social media marketing strategy of a new brand to increase brand awareness and growth
Sahlman, Julia (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122031094
https://urn.fi/URN:NBN:fi:amk-2022122031094
Tiivistelmä
This thesis has been commissioned by the company Valo Foresight Services Oy, specifically for their project called The Art and Science of Joy. The purpose of the thesis is to find out which specific activities related to social media marketing positively affect the brand awareness and growth of a new brand, and to make recommendations for developing the brand’s current social media marketing strategy.
The theoretical framework used within the thesis is based on social media marketing. The theoretical part of the thesis introduces social media marketing as a term, as well as social media marketing channels that are important in today’s digital marketing scene. In addition, studies relating to social media marketing activities that have been proven to increase brand awareness and growth, are presented. The thesis also contains original research on the subject. The research was conducted by a mixed-method, anonymous online survey distributed to people in the company’s target group.
The results of the survey were partly keeping in line with previous research findings on the subject, which made it possible to give development suggestions for the company’s social media marketing strategy.
The theoretical framework used within the thesis is based on social media marketing. The theoretical part of the thesis introduces social media marketing as a term, as well as social media marketing channels that are important in today’s digital marketing scene. In addition, studies relating to social media marketing activities that have been proven to increase brand awareness and growth, are presented. The thesis also contains original research on the subject. The research was conducted by a mixed-method, anonymous online survey distributed to people in the company’s target group.
The results of the survey were partly keeping in line with previous research findings on the subject, which made it possible to give development suggestions for the company’s social media marketing strategy.