Development plan of social media marketing to increase purchases : Case study: Viope Solutions Ltd.

Abstract

Social media marketing has gained to popularity in the last few decades. A huge number of companies has engaged in social media channels and utilized them for different marketing purposes. Viope Solutions Ltd, therefore, has also participated in social media channels. However, their social media channels have not been utilized relatively effectively. Thus, the aim of this thesis is to identify a development plan for company in social media utilization as a marketing channel to help company increase their purchases.

In theoretical part, social media definition and its classification will be explained. The discrepancy between traditional and social media marketing is compared to point out the essential benefits of the latter. Some promotional methods which can foster the growth of purchases and engaged in social media are also listed.

Two methods of research was were utilized ie. quantitative research with questionnaire and benchmarking method with observation analysis. Targeting to game development students in Kajaani UAS, the survey is generated with the purpose of understanding respondent’s attitude and behaviour toward social media marketing. To supplement the result of questionnaire, two companies involved in game and e-learning industries were selected to observe their social media sites and analyse the company’s interaction with followers, content of posts as well as the display of social media on their own websites.

Based on the analysis, it is suggested that company should focus on developing certain channels which customers are commonly using. On the other hand, the company website should be modified so that the display of social media will be easily eye-catching, bringing their current customers to engage in those channels, leading to potential customers’ purchasing intention due to users’ reviews on social media sites.