The role of social media in marketing strategies of firms / Salomé BENYAMIN / 2022

Titre : The role of social media in marketing strategies of firms Type de document : Mémoire Auteurs : Salomé BENYAMIN, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise DIGITAL Management RESEAU SOCIAL ; VENTE A DISTANCE ; WEBMARKETING Résumé : This thesis aims to study and understand the role of social media in the marketing strategy of a contemporary company. This study aims to have an overview of the different benefits that social networking platforms can bring to an organization. In a first part, the literature review studies the different benefits of using social media such as increasing visibility, understanding the customer experience and the needs of the customers. In the second part, a qualitative study was carried out through the realization of semi-directive interview guides with a sample of four professionals. We were able to see through these results that social media had an impact on user behavior, that they succeeded in creating a feeling of closeness with customers or that these new types of media tend to simplify the buying process of a consumer. Another point also came out of it; these contemporary channels can be more impactful than some traditional media. The results of this study are then discussed, and limitations are expressed. Programme : MSc Business Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=563763