Content Optimization Driving Brand Awareness for Companies in Russian Social Media; Case: Visit Finland in VK
Preis, Helen (2014)
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120217969
https://urn.fi/URN:NBN:fi:amk-2014120217969
Tiivistelmä
The following study has been conducted in order to answer a general question: “how can international brands optimize their content in VK in order to drive brand awareness?” The research narrows down to the case company, Visit Fin- land, in order to determine what kind of content will drive brand awareness for this particular brand in VK.
The research path starts with the general overview of Visit Finland’s current sit- uation in social media, and continues with exploring the audience of VK to the most popular social networking site, Facebook. After acquiring certain findings, Russia has been analysed according to Hofstede’s cultural dimensions, where the effect of these dimensions on consumer behaviour is discussed.
The study continues to research how these dimensions also affect the Russian nation’s relation to Tourism, as well as their perception of visual stimuli. The theoretical findings are supported by empirical data gathered from a created and conducted online survey. The focus in the survey is on the perception of images, due to the lack of sufficient theoretical resources on the topic of the way Russians perceive images.
Presenting a structured outline of what type of content is more appealing to the average VK user concludes the research. A more detailed outline is given due to suit Visit Finland’s needs and to answer the key research question in relation to the case.
The research path starts with the general overview of Visit Finland’s current sit- uation in social media, and continues with exploring the audience of VK to the most popular social networking site, Facebook. After acquiring certain findings, Russia has been analysed according to Hofstede’s cultural dimensions, where the effect of these dimensions on consumer behaviour is discussed.
The study continues to research how these dimensions also affect the Russian nation’s relation to Tourism, as well as their perception of visual stimuli. The theoretical findings are supported by empirical data gathered from a created and conducted online survey. The focus in the survey is on the perception of images, due to the lack of sufficient theoretical resources on the topic of the way Russians perceive images.
Presenting a structured outline of what type of content is more appealing to the average VK user concludes the research. A more detailed outline is given due to suit Visit Finland’s needs and to answer the key research question in relation to the case.