Social Networks as a tool for marketing strategy - A case study of Mercedes Benz

Juan Pablo Castro Mamani

Bakalářská práce

Abstract:

The thesis focuses on the importance of the social network concept as a channel for marketing activities. The thesis is divided into three main parts. The first part deals with the theory of social networks, as since the existence of these platforms, the way of interaction from individuals has evolved into a digital form, and companies adopted these channels for marketing and advertising purposes. In the second part, the analytical tool, algorithms and services from Socialbakers are described in detail. The third part includes the usage of the chosen analytical tool to conduct an analysis of historical data (2018), competitive and an industry benchmark of the selected auto company. The purpose of the research is to determine the efficiency of their current strategy and suggest possible future solutions.

Keywords

Social Networks, Social media marketing, Advertising, Analytical tool, Data analysis

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Bohuslava Boučková, CSc.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management