Management of Information in the New Media Era

Santhosh Narayanan Arunachalam

Diplomová práce

Management of Information in New Media Era

Anotace:

This thesis explores the role of Social Network Analysis (SNA) in enhancing Social Media Marketing (SMM) strategies for Small and Medium Enterprises (SMEs), particularly focusing on Twitter data. The study aims to bridge the gap between theoretical knowledge and practical application, offering insights into how marketers of SMEs can leverage social media platforms to improve their marketing efforts and overall business performance. Through a systematic analysis of SMEs' social media networks, the research identifies key strategies and analytical approaches that can help SMEs navigate the field of social media marketing.

Abstract:

This thesis explores the role of Social Network Analysis (SNA) in enhancing Social Media Marketing (SMM) strategies for Small and Medium Enterprises (SMEs), particularly focusing on Twitter data. The study aims to bridge the gap between theoretical knowledge and practical application, offering insights into how marketers of SMEs can leverage social media platforms to improve their marketing efforts and overall business performance. Through a systematic analysis of SMEs' social media networks, the research identifies key strategies and analytical approaches that can help SMEs navigate the field of social media marketing.

Klíčová slova

Social Media Marketing, Social Network Analysis, Information Management, AIDA model

Keywords

Social Media Marketing, Social Network Analysis, Information management, AIDA model

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 6. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 2024
• Vedoucí: Antonín Pavlíček
• Oponent: Lucie Böhmová

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Aplikovaná informatika / Information Systems Management