The impact of social media on businesses: Understanding motivations, effectiveness, and consumer behavior

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dc.contributor.authorAchyrkidou, Evrydikien
dc.date.accessioned2024-06-17T12:29:04Z
dc.date.available2024-06-17T12:29:04Z
dc.date.issued2024-06-17
dc.identifier.urihttps://repository.ihu.edu.gr//xmlui/handle/11544/30436
dc.rightsDefault License
dc.subjectSocial mediaen
dc.subjectConsumer behavioren
dc.subjectBusinessen
dc.titleThe impact of social media on businesses: Understanding motivations, effectiveness, and consumer behavioren
heal.abstractThis 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.en
heal.academicPublisherIHUen
heal.academicPublisherIDihuen_US
heal.accessfreeen_US
heal.advisorNameTsourela, Mariaen
heal.committeeMemberNameDrakaki, Mariaen
heal.dateAvailable2024-05-31
heal.languageenen_US
heal.licensehttp://creativecommons.org/licenses/by-nc/4.0en_US
heal.publicationDate2024-02-05
heal.recordProviderSchool of Science and Technology, MSc in Strategic Product Designen_US
heal.typemasterThesisen_US

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