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Ing. Truc Pham Thanh

Master's thesis

Social Media Marketing

Social Media Marketing
Abstract:
With the rise and popularity of social media among Gen Z cohorts, social media platforms can be a gold mine to capture Gen Z qualified leads and pulling them into the sales funnel. This thesis aims to investigate the possibility of using Chatbots in enhancing lead generation on social media, and acceptance of Generation Z towards this technology throughout their buying decision process on social media …more
Abstract:
With the rise and popularity of social media among Gen Z cohorts, social media platforms can be a gold mine to capture Gen Z qualified leads and pulling them into the sales funnel. This thesis aims to investigate the possibility of using Chatbots in enhancing lead generation on social media, and acceptance of Generation Z towards this technology throughout their buying decision process on social media …more
 

Keywords

Social Media Social Media Marketing Digital Technology Artificial Technology Chatbot Generation Z
 
Language used: English
Date on which the thesis was submitted / produced: 7. 1. 2022
Identifier: https://is.muni.cz/th/qk52w/

Thesis defence

  • Date of defence: 2. 2. 2022
  • Supervisor: M.Sc. Anna Németh
  • Reader: Ing. Dušan Mladenović, Ph.D.

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management

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