Social media marketing

Bc. Tatiana Vatrushkina

Master's thesis

Abstract:

Marketing has always played a key role in commercial activities, undergoing significant changes and evolving over time. From the bazaar chants of antiquity to the sophisticated digital campaigns of modern times, marketing has adapted and reflected the cultural, technological and economic changes of society. With the development of technology and globalization, commerce and marketing have become inseparable, each aspect supports and strengthens the other in an effort to increase profits and expand market share. Modern marketing is distinguished by its ability to instantly connect with customers around the world, which is a huge advantage over more traditional methods. This makes it possible not only to offer products or services, but also to receive instant feedback, which is critical for quickly adapting strategies and improving offers. Especially interesting in this context is the interaction of social networks and advertising. Social media provides a unique platform for marketing campaigns in which content and commerce merge together to create engaging and exciting advertising messages. This symbiotic relationship opens up new opportunities for brands to deepen their interaction with the audience and strengthen their presence in the market. However, there are also threats, such as oversaturation of the market with advertising and possible rejection of consumers, which requires companies to take a more subtle approach to marketing and advertising. Future marketing trends may be complicated by the effects of the COVID-19 pandemic, which has already led to changes in consumer preferences and behavior. It is expected that more personalized and technologically advanced approaches will be in demand in the coming years. The thesis analyzes two leading companies in the fashion industry — Burberry and Gucci — with an emphasis on their use of social media tools for marketing (SMM). Comparing their social media strategies helps to identify key aspects of successful audience engagement and brand awareness through social platforms. This study illustrates how different approaches to SMM can contribute to achieving commercial goals and strengthening positions in the international market

Keywords

Marketing, social media, social media marketing, data security, content marketing, influencer marketing, YouTube advertising, targeted advertising, history of marketing, modern marketing, SMM

Language used: English

Date on which the thesis was submitted / produced: 6. 5. 2024

Thesis defence

• Date of defence: 26. 6. 2024
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: Ph.D. Kristina Lenkova

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication