Social Media as an Effective Tool to Promote Business

Islambek Tolegenov

Bachelor's thesis

Abstract:

This Thesis discusses about how Airbnb is a company website that allows people to host travelers and turn their residence into an asset. Guest gets to rent rooms according to their needs. The company was established in 2008, and ten years later by a very rapid growth, the company is making turnover of millions of rooms per year. In this thesis effects of utilizing social media platforms to increase and maintain audiences for a brand like Airbnb is being discussed. Overviewing how Airbnb has used these platforms to rapidly grow their customers and popularity by influencing their audience choices by creating emotion evoking material tailored specifically for their followers with the help of user generated content and other mixed techniques of analysis like online surveys, questionnaire and web analytics. Discussing Airbnb strategy in use of each individual platform namely Twitter, Facebook, Instagram, Youtube to engage with audience. Using business models such as Porter’s five forces model and SWOT analysis it has been tried to get a grip on Airbnb current position and predict how it might differentiate in upcoming years.

Keywords

Social media, Marketing, Promotion

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 11. 3. 2019

Obhajoba závěrečné práce

• Vedúci: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / odbor:
Economics and Management / Economics and Management