Customer engagement on social media : case study: Scandic Grand Central Helsinki
Ndi, Keshia (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121537844
https://urn.fi/URN:NBN:fi:amk-2023121537844
Tiivistelmä
Over the years, there has been a great improvement in technology, making communication and other online activities easy and fun. Many people started engaging on social media on a daily base either by shopping, researching, or for entertainment. With the increase in the online presence of people on social media, it became important for
The purpose of this thesis was to explore how companies use social media and other marketing factors to engage with their customer hence promoting the growth of their companies. The study also seeks to examine potential risks and challenges related to customer engagement on social media and possible solutions. Many companies to showcase their business on these online platforms to easily reach out to their audience. However, the efficient use of social media for customer engagement remains a complex and dynamic challenge.
The research started by highlighting the history and evolution of social media and gave detailed explanations of social media in the marketing context, portraying marketing theories like the marketing mix, marketing segmentation, and the hierarchy effect models and social media itself as a marketing tool.
This research examined a successful case study and best practices from Grand Central Scandic Hotel Helsinki that provides a practical insight into implementing effective social media engagement strategies. The thesis also highlighted the effectiveness and data-driven benefits of social media customer engagement, and how businesses leverage these platforms effectively to build stronger relationships with their customers, foster brand loyalty, and drive business growth in the digital age.
The purpose of this thesis was to explore how companies use social media and other marketing factors to engage with their customer hence promoting the growth of their companies. The study also seeks to examine potential risks and challenges related to customer engagement on social media and possible solutions. Many companies to showcase their business on these online platforms to easily reach out to their audience. However, the efficient use of social media for customer engagement remains a complex and dynamic challenge.
The research started by highlighting the history and evolution of social media and gave detailed explanations of social media in the marketing context, portraying marketing theories like the marketing mix, marketing segmentation, and the hierarchy effect models and social media itself as a marketing tool.
This research examined a successful case study and best practices from Grand Central Scandic Hotel Helsinki that provides a practical insight into implementing effective social media engagement strategies. The thesis also highlighted the effectiveness and data-driven benefits of social media customer engagement, and how businesses leverage these platforms effectively to build stronger relationships with their customers, foster brand loyalty, and drive business growth in the digital age.