Benefits and drawbacks of business promoting through social media

Bc. Aishat Abdul

Master's thesis

Abstract:

The theoretical part of the research consists of the literature review which support the meaning of social media, the different social media channels, the importance of using social media to promote business, the methods used the advantages and disadvantages of using social media to promote business. Also, Lyft was selected as the case study business. Furthermore, this study shows the analysis of Lyft’s Twitter timeline which is the social media channels that is actively used by the company. This study fetched its primary data through Twitter’s API of 155 recent tweets published by Lyft, this data serves as the starting point to deduce the Twitter page’s audience reactions based on type of tweet and the number of retweets. This study shows that, advert-like tweet types such as announcement of promotions, discounts and several offers by Lyft are the most engaging tweet type followed by entertainment-like tweet types. This study proposed that businesses should use celebrities who are social media influencers to announce advert-like content through their social media platform, this could increase return on investment (ROI) as audiences are more interested in advert-like and entertainment-like contents.

Keywords

Social media, Facebook, Instagram, twitter, API, Digital marketing, SEO, Google analytics, ANOVA, Lyft, rideshare

Language used: English

Date on which the thesis was submitted / produced: 6. 4. 2020

Thesis defence

• Supervisor: Ing. Miloš Ulman, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Systems Engineering and Informatics / Informatics