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What place do social medias take in the online marketing and advertising space? An exploratory case study of Facebook's marketing solutions

Hirbec, Michael (2012) What place do social medias take in the online marketing and advertising space? An exploratory case study of Facebook's marketing solutions. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research is aiming to help marketers that require a deep understanding of social media. In a more complex, fast paced and changing digital environment, marketers need to quickly adapt their marketing strategy aligned with their business goals and use the right channels of communication on the Internet to reach their target audience. Today the digital environment offer various tools to advertise and promote products or services. New technologies have accelerated and influenced the digital landscape. New companies have recently emerged and have changed the way consumers communicate on the Internet. For instance, using social media networks today is a normal part of life for millions of people worldwide and this gives huge opportunities for marketers to reach precisely their audience and create a true connection between their organization and consumers. As social media is a new area for marketers, this research is focusing on all the aspects and the challenges that excite the marketing community. As Facebook is by far the most used social media platform, with more than 955 million monthly active users worldwide, a case study will be used to help marketers to understand how they can utilise Facebook marketing solutions in the most efficient way aligned with their marketing objectives. Some companies in different varied industries will also benefit from understanding their potential marketing success on the Facebook social media platform. This will help marketers to use social media in the most efficient way and give them the ability to respond to their marketing objectives while creating real online connection with their clients.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > e Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Masters of Science in Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 18 May 2013 10:15
Last Modified: 18 May 2013 10:15
URI: http://trap.ncirl.ie/id/eprint/801

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