Browsing by Subject "Social media marketing"
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Item Restricted A cross-cultural comparison of influencer marketing campaign strategy on Instagram between German and Indonesian influencer(2020) Gunawan, Gloria Stephanie; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration"Influencer marketing is a highly relevant topic in digital marketing worldwide. It has proven to efficiently gain awareness and drive sales, especially on social media like Instagram. This study explores the influencer marketing campaign strategy on Instagram, looking at influencer's side in two different countries: Germany and Indonesia. Starting with the introduction of influencer marketing, influencer's characteristics, and Instagram as the sole platform analyzed in this study; this paper compares the influencer marketing development and national cultures of the two countries. The national culture comparison in this paper is based upon Hofstede's six dimensions, which will be reflected later in a marketing context. Methodological approaches to answer the research questions are elaborated afterward. The implication of the results is later discussed along with the recommendation for future studies surrounding this topic. The conclusion is drawn to point out the differences and similarities between German and Indonesian influencers in their strategies to promote campaigns on Instagram."Item Restricted An analysis of influencers in the fashion industry in times of the corona pandemic(2020) Sivrikaya, Elif; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments."Item Restricted B2B & B2C social media communication before and amid the coronavirus pandemic in tech industry(2020) Yangin, Sultan; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"The recent health crisis affected people, businesses and their social media marketing practices. Social Media Marketing is becoming more critical every day for all businesses, especially in the face of Coronavirus, and the tech companies are no exception. In the age of the COVID-19, organizations need to adapt their social media marketing strategies. Despite the importance of the technology companies today, there is very little information in the literature regarding principal differences of social media marketing practices in the tech industry. This paper focuses on exploring both the principal differences between B2B and B2C social media marketing (SMM) communication and the effects of the global COVID-19 health crisis on B2B and B2C tech companies' social media communication. The study briefly introduces the events that led to the birth and the rise of social media to construct a solid background for the reader. The paper continues with a comprehensive literature review on social media marketing basics and then presents the explored four main principle differences between B2B and B2C tech companies' social media marketing. The significance of this paper is that using a case study of Google, Microsoft & Facebook and conducting a template analysis on their social media handles the study analyzes and shows how COVID-19 affected tech companies' social media marketing practices in both B2C and B2B contexts. Keywords: social media, social media marketing, differences between B2B and B2C marketing in the tech industry, Coronavirus impact."Item Restricted Influence of social media in online fashion platforms (with a focus on ASOS)(2019) Pinto, Eduardo; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"Nowadays, social media is not only used by people, but also by business who attempt to make use of these platforms as an alternative way to display and sell their products and services, at the same time they connect with their customers. It has become a fundamental part in any business ́ digital marketing strategy. The main objective of this research is to identify the role that social media plays for online fashion platforms (ecommerce), focusing on ASOS. Trying to understand and dissect how this company uses its social media outlets to communicate successfully, focusing on its three main social networks which correspond to Facebook, Instagram and Twitter. In which their content will be extracted and analysed to draw conclusions and provide a general idea on how this kind of businesses should be using these platforms. Keywords: Social media; Ecommerce; Communication; Digital Marketing Strategy."Item Restricted Social media marketing using TikTok : an analysis(2020) Appiah, Rachel Boakye; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration"From the time of print media businesses and advertisers, different types of media systems were used to promote products and services. In recent times, social media has become a kind of inevitability for mankind, which becomes an advantage and opportunity for businesses and brands to engage target people more effectively. Due to this vital factor, it causes enterprises and brands to implement marketing techniques to acquire insight into their customers purchasing behaviour patterns and attention. TikTok, which is a video sharing and entertaining social platform, has grown awareness in different geographical locations, with tremendous participation from people from all walks of life. This thesis is depicting the analysis of social media marketing with a concentration on TikTok. The thesis illustrates the importance of TikTok and its possible chances of becoming a key performance indicator in social media marketing. In addition, it seeks to analyse and discuss the advantages and disadvantages of the media systems, usage of the new era, the internet and its impact on users in the perspective of the business world."Item Restricted The development of marketing communication in the social media world : a closer look into the fashion industry's social media strategy(2019) Miranda, Amanda G. de; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper intends to explore the mechanisms in the human psyche, which are responsible for shaping decisions regarding purchasing behavior. The study focuses on the marketing communication tools responsible for directing consumers towards choosing a specific product or service, as well as analyzing how these strategies operate. A special outlook on the fashion industry's marketing strategies will presented to further solidify the research on the marketing tools explored throughout the paper. The analysis concerning the fashion industry strategies will be presented through the lens of fast-fashion and premium fashion products and how each sector's strategies and their characteristics shape consumer choices in a social media setting."Item Restricted The economy of social media(2017) Degen, Valentin; Kang, Long; Faculty of Business Administration; Berlin International University of Applied Sciences"This work is about the Economy of Social Media. It is focusing on platforms that are well-known, like Facebook and Twitter. A detailed examination of what is Social Media and its structure is provided. Platforms are introduced with its different purposes and the Value for users and businesses is faced. The variety of unique features for users and businesses in the Social Media environment, are analyzed with the Honeycomb framework. During the research for this work, it exposed, that this tool is a very approved theory. It exists also features of Social Media that consists out of direct Revenue Stream of the platform. These are examined and the Value for users and business are highlighted. The results of the work are informative and give exposure on how features of Social Media creates Value for users and businesses."Item Restricted Under the influence of #sponsored : the development of advertising to influencer marketing in regard to how this particular method is engaging targeted audiences in today's digital world(2019) Humphries, Georgia Mae; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper highlights the necessity for fashion and lifestyle brands to adopt the modern digital world of marketing, including one of the forefront methods, influencer marketing. Beginning with an overview of the development advertising has seen to reach the point where influencer marketing has become one of the most effective ways to promote products and services to a targeted audience, the paper illustrates why brands should be engaging and investing in campaigns. The different forms of campaigns are then discussed with insights as to which are most beneficial for various business scenarios, followed by the four 4 M's of influencer marketing, offering a structure for companies to achieve optimum results. Common issues are brought up for which solutions are then provided later in the paper. Methodology subsequently covers strategies surrounding data collection and considerations. The results of the study are observed and reflected upon with critical analysis of the topic in the discussion section, which concludes the paper answering the question as to how this method is beneficial to brands wishing to directly engage their audience."