Evaluation of Social Media Communication

Bc. Neha Kabra

Master's thesis

Abstract:

The focus of the study is to carefully analyse the effect of the marketing strategies for the selected company. As the goal of integrated marketing strategies is to effectively coordinate and integrate the company's means of strategies to convey a clear, compelling impact about the selected company and the products they offer. The chosen business is a part of the fiercely competitive food and beverage industry. The study's main premise is that "The Selected Companymarketing "'s strategies and customer satisfaction are positively correlated, as well as that "The Selected Company's" service quality and customer contentment are positively correlated. The study analysed other authors research and was able to identify key similarities which includes the positive relationship between marketing strategies and customer satisfaction as well as positive relationship between service quality and customer satisfaction Data was collected using google forms after a pre-set questions were asked from respondents. It was then analysed using the statistical package on google statices. Analysis of Likert-scale and ordinary least square regression was carried out. According to the analysis's findings, the chosen company's marketing methods and customer happiness are positively correlated. The outcome demonstrated a strong correlation between the chosen company's service quality and client happiness. The overall above mentioned statistical tests helped the author to identify the extent to which those dimensions impact the customer satisfaction level. However, marketing strategies contribution had a little impact and moreover, it consisted of more questions than Service Quality. The sampling group value Service Quality more than Marketing Strategies. It helped the author to identify whether the Service Quality or Marketing Strategies dimensions had a consistency level in questions which were assigned to each dimension. The test demonstrated that the questions and responses of participants didn’t align with each other. However, still it didn’t impact the results of the coefficients.

Keywords

Marketing communication, Social media, Advertisement, Marketing, Customer

Language used: English

Date on which the thesis was submitted / produced: 8. 12. 2023

Thesis defence

• Date of defence: 6. 2. 2024
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration