Social networking sites are a major networking tool for consumer interactions as they provide a platform for communication, socialization, and learning activity. Subsequently, social media has become an important marketing tool for advertising companies’ messages. As a result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on Facebook. Facebook is one of the most powerful social networking sties due to its ability to reach to broad consumer groups through a brand page. However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon. Therefore, the purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust. Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships. These findings add to the previous literature explains that brand should interact with consumers frequently in order to induce positive other consumer’s postings to develop brand trust. By using the consumer socialization theory to investigate Facebook marketing, this study provides insights and information on consumer attitudes and behaviors related to Facebook brand page.

The aim of this master thesis is to analyze the social media engagement of the FMCGs (Fast Moving Consumer Goods) in Austria. The used methodologies are literature studies, Internet searches as well as internal data evaluations of the FMCG clients of a marketing agency. The thesis analyses selected key success factors on Social Media focusing on facebook, evaluates their development in the monitored period, and recommends main possibilities of future measures aiming on reaching an improvement of key indicators.

The main objective is evaluation of Hotel SwissHouse's marketing communication. Based on analysis suggest improvements for marketing communication.Theoretical part contains publications which provide an overview of marketing communication. Additionally thesis contains SwissHouse details based on observation and survey, organizational structure and services provided by the hotel. Practical focuses on the communications of the hotel SwissHouse based on observation and questioners survey. The main goal is to evaluate efficiency of marketing communication listening to the form of reviews, complaints, inquiries. Thesis also concerns with the modern communications technologies: Facebook, direct mailing.The thesis proposes improvements for marketing communication of SwissHotel: the newsletter proposal, link building, marketing research in collaboration with local school, responses on reviews, records of complaints and improving Facebook profile. Thesis also proposes improvements of marketing communication and new communication channels. Therewithal thesis serves as a source of information for the hotel management to enable better response on the customer's demand.

The aim of this thesis is to analyse the possibilities of promotion on social networks and based on the analysis of selected campaign evaluate the effectiveness of this promotion and formulate recommendations for the future. The theoretical part is at first concerned with the specifics of marketing on the Internet, further describes selected representatives of social networks with focus on their usage in marketing. Emphasis is placed on the social network Facebook. In the practical part is solved the case study concerning launch of the new product that was communicated also on Facebook. The campaign is examined mainly through a questionnaire survey, which aims to find out its communication and sales effectiveness.

Social media is the fastest growing communication medium in history. Integrating it into a company’s marketing plan is becoming a necessity, regardless of the size of the company, for marketers to engage populations and promote their brands. This report is a comprehensive look into the implications of using these newer forms of communication for small businesses and organizations. In addition, there is an emphasis on using Facebook as a marketing tool because of its popularity and the capabilities it provides. First, the author will define the parameters of social media and take a brief look at the various platforms that exist. The report will then cover a more extensive overview of digital channels of communication as compared to traditional outlets as well as types of online marketing and advertising. Next the author will write about what all these new channels of communication can do and how small businesses and organizations can properly execute their own social media plans successfully as a way to interact with current and prospective customers. We will look at several examples of how the digital space has been used by other businesses and organizations including The University of Texas’ Advertising Department. The report will conclude with a look at criticisms, growing trends and the future of social media. / text

Problemområde Användningen av digitala sociala nätverk har under de senaste åren ökat och Facebook är det nätverk med flest anhängare över hela världen. Statistik tyder på att användningen av sociala medier och Internet är en väsentlig komponent i den svenska befolkningens vardag, speciellt bland den yngre generationen. Millenniegenerationens användning av sociala medier kan betraktas som en förutsägelse över hur framtida generationers konsumentbeteende kommer att se ut och är därmed av stor relevans för marknadsförare för att hålla sig uppdaterade kring denna generation. Företagens största utmaning idag är att skapa en god kundrelation via de sociala medierna. För att bättre förstå konsumenters beteenden behövs vidare forskning i ämnet, vilket har mynnat ut i studiens problemformulering: – Hur uppfattas CRM-aktiviteter via Facebook av den svenska millenniegenerationen?   Teoretisk ansats Den teoretiska ansatsen har delats in i fyra delar; relationsmarknadsföring och CRM,  sociala medier, marknadsföring via sociala medier och Facebook samt millenniegenerationen och segmentering. Relationsmarknadsföring är strategier som företag använder för att attrahera, behålla och förbättra kundrelationer. Det består av tre grundpelare; relationer, nätverk och interaktion. Kärnan i ett företags marknadsföring bör vara att upprätthålla sina relationer. De strategier, processer och värderingar som företag implementerar i sin verksamhet för att hantera sina kundrelationer kan kallas för CRM (Customer Relationship Management). CRM kan beskrivas som företagets strategiska relationsmarknadsföring.  Vidare kan CRM vidareutvecklas till att även omfatta aktiviteter på sociala nätverksplatser och kallas då SCRM (Social Customer Relationship Management). Den önskvärda reaktionen på CRM-aktiviteter via sociala medier är Word-of-Web, vilket kan beskrivas som personlig kommunikation om produkter, tjänster eller företag mellan konsumenter. W-o-W kan även beskrivas som förtjänad mediekommunikation och har som mål att generera positiv feedback.               Metod Studien har antagit en deduktiv ansats. Vidare har en kvantitativ metod tillämpats för att på bästa sätt besvara problemformuleringen. Primärdatan samlades in genom en standardiserad och Internetbaserad enkätundersökning som besvarades av 488 respondenter. Den insamlade datan analyserades i statistikprogrammet SPSS där signifikans, median-, medel- och typvärde samt andra relevanta värden togs fram.   Slutsats/resultat Slutsatserna är av relevans för handelsföretag, då det är viktigt för företag att existera på Facebook för att erbjuda konsumenter möjligheten att skapa en relation. W-o-W är den önskvärda reaktionen på CRM-aktiviteter, men det är svårtriggade reaktioner. Millennier är aktiva användare av Facebook, men passiva observatörer. De vill hellre ta del av andras publikationer än att själva aktivt publicera socialt mediainnehåll. Således är det viktigt för företag att vara aktiva på nätverket, men de kan inte räkna med önskvärd respons. Värdet att finnas på Facebook är större för företag än för konsumenten, även om millennier anser att det är positivt att företag bedriver aktivitet på Facebook. Resultaten är användbara och tillämpliga för alla typer av branscher och bidrar med ny information kring millenniegenerationens konsumentbeteende.

Consumer purchase decisions is a vital process for online fashion retailers to customers. The Corona pandemic has resulted in more people purchasing through the internet and increase online shopping in Bangladesh than ever before. A limited number of studies provide insight into how consumers are influenced to buy fashion products from online specifically through Facebook. In this regard, it is very important for retailers to present their product and services to consumers in an appropriate way for their digital platform. In Bangladesh, consumers are moving towards online and e-commerce fashion as a new trend now than ever before. Therefore, the author found it interesting to research digital marketing influences in consumers purchase decisions. Existing studies about consumer purchase decisions of fashion product has provided a limited understanding of the phenomenon in terms of Bangladesh. However, overall process of making purchase decisions is studied insufficiently. There is insufficient conceptually reasoned during taking decision to buy a fashion product from Facebook. Consumers are facing challenges due to lack of scholarly investigation, practical advice, practice, strategy for making the right purchase decision in Bangladesh, Additionally, it is difficult to make the right choice and make ideal purchase for them through online and e-commerce experiences. The findings of this study will contribute to the understanding and increase knowledge of consumer purchase decisions from online shopping and furthermore, it is also interesting to see how fashion brands use online platforms like Facebook to promote their fashion brands. In addition, this study will provide a brief introduction to the digital marketing, Facebook advertisement targeting specific consumers and marketers. In general, this study will provide guidelines for those who seek to understand, evaluate, and investigate the digital marketing and the factors that influences purchase decisions. At the same time, this study will deliver guidelines for fashion brand managers on Facebook advertisement process and give them a sense of direction on advertisement content selection and the areas that need more focus while using digital marketing on Facebook. To fulfill the purpose of this study, a qualitative method (inductive approach) was chosen to collect and analyze the relevant data. Data collection has been carried out through telephone interviews with five individual experts in fashion product sourcing, production, marketing, quality, logistics and merchandising in Bangladesh. To move with this research, the author will have to code and systemize the raw data and using the codes has made a theme that are relevant and connected with theoretical framework in this study. The findings were interpret using simple terms and general conclusions were drawn. Product quality, communication, review, recommendation, product aesthetics and price are the key influencer to take fashion product purchase decisions. Beside this, an organized Facebook page, Facebook live show, advertisement content also affects purchase decisions. Sometimes, brand value can influence in purchase fashion product.

Diploma work analyzes the market of weddings - the structure and needs of customers. Selection of the appropriate mix of communication tools with a focus on Web 2.0 and evaluate the results. Everything a concrete business.

This diploma thesis is focused on the design of a marketing strategy within a selected company. In the theoretical part, an examination of currently available professional literature has been made. This literature, which describes individual marketing systems, is used as subsequent source material for the empirical component of this thesis. The analytical section focuses on a description of FITCOACH s.r.o, its position in its market and an overview of competitors in this sector. The main goal of the thesis is the proposal of a marketing strategy for FITCOACT, s.r.o. In conclusion, this thesis describes suggestions for improving the company's current situation by attracting new customers and therefore raising potential sales revenue.

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