Study on the Role of Social Media Media in Brand Communication at Royad Global, Kakat Impex Pvt. Ltd

Ing. Sarath Thulaseedharan Mallika

Master's thesis

Abstract:

The aim of the thesis is to recommend a better social media marketing strategy to Royad Global, Kakat Impex Private Limited, Kerala, India for achieving effective Brand communication. Thesis will focus on existing social media marketing strategies adopted by Royad Global, a living technology company based in India with operations in Doha, Qatar. Theoretical part of the thesis will focus more on explaining basic terms used in marketing communication and will serve as a foundation for research. It will explain the relationship between different factors and the advantages of using different marketing communication strategies. It will also explain the advantages Social media have over traditional methods of marketing communication. Primary data will be collected using Questionnaire method. A structured questionnaire will be used. Information will be collected from potential customers of Royad Global. Being a living technology company, more focus will be given to young adults. The Questionnaire will have various elements which will evaluate of the effectiveness of social media marketing. Secondary data will be collected from company websites, official records and offline/online journals. Statistical tools will be used to evaluate the relationship between various metrics.

Abstract:

The aim of the thesis is to recommend a better social media marketing strategy to Royad Global, Kakat Impex Private Limited, Kerala, India for achieving effective Brand communication. Thesis will focus on existing social media marketing strategies adopted by Royad Global, a living technology company based in India with operations in Doha, Qatar. Theoretical part of the thesis will focus more on explaining basic terms used in marketing communication and will serve as a foundation for research. It will explain the relationship between different factors and the advantages of using different marketing communication strategies. It will also explain the advantages Social media have over traditional methods of marketing communication. Primary data will be collected using Questionnaire method. A structured questionnaire will be used. Information will be collected from potential customers of Royad Global. Being a living technology company, more focus will be given to young adults. The Questionnaire will have various elements which will evaluate of the effectiveness of social media marketing. Secondary data will be collected from company websites, official records and offline/online journals. Statistical tools will be used to evaluate the relationship between various metrics.

Keywords

Social media, integrated marketing communication, brand communication, customer preference, Facebook, reach, impressions, engagement, data analysis, ANOVA, Internet, brand measuremet, Royad global, sanitaryware industry

Language used: English

Date on which the thesis was submitted / produced: 1. 7. 2020

Thesis defence

• Date of defence: 26. 8. 2020
• Supervisor: Ing. Martin Klepek, Ph.D.
• Reader: doc. RNDr. Ing. Roman Šperka, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management