The impact of social media on businesses: Understanding motivations, effectiveness, and consumer behavior
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Ημερομηνία
2024-06-17
Συγγραφείς
Achyrkidou, Evrydiki
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Εκδότης
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This dissertation was written as part of the MSc in Strategic Product Design at the International
Hellenic University. Social media’s present presence in today’s digital ecosystem has
revolutionized how businesses communicate with their audiences. This dissertation examines into
the multifaceted relationship between businesses and social media platforms, bringing light on
the motivations that drive businesses to engage in online networking, the advertising of various
social media channels, and the profound impact of these interactions on consumer behavior. This
research focuses on the compelling factors that drive companies to utilize the power of social
media. The dissertation introduces the strategic, competitive, and branding requirements that
support companies' use of social media as a key element of their marketing and communication
strategy through an exhaustive analysis of literature and empirical studies. It examines the
approaches, content categories, and engagement tactics that allow companies to interact with
their target consumers effectively. A comparison of platforms such as Facebook, Instagram,
Twitter, LinkedIn, and rising challenges demonstrates which platforms are better suited to
attaining certain business goals, such as brand awareness, lead creation, or customer interaction.
The dissertation’s last portion examines the enormous impact of companies’ social media
presence on consumer behavior. It explores how the interactions and material offered by
companies on these platforms impact the frequency of social media use, purchase choices, brand
perceptions, and consumer loyalty. This study provides companies and scholars with crucial
knowledge to understand and leverage the possibilities of the ever-changing social media
ecosystem in an era defined by digital connections.
Περιγραφή
Λέξεις-κλειδιά
Social media, Consumer behavior, Business