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1	Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study Kainat, Kainat, Jennifer, Patrizi January 2020 (has links) As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing. Social Media Marketing (SMM) Social Media Channels Brand Awareness Challenges Business-to-Business (B2B) Small and Medium Enterprises (SMEs) Business Administration Företagsekonomi
2	Развитие бизнеса в социальных сетях : магистерская диссертация / Business development in social networks Пермяков, И. А., Permiakov, I. A. January 2019 (has links) Диссертация посвящена вопросам социального маркетинга – Social Media Marketing (SMM). Рассматривается статистика продвижения товаров и услуг через работу в социальных сетях. Предметом анализа выступает инструментарий SMM, статистика активных пользователей и капитализация компаний. Результаты исследования могут быть применены в сфере организации SMM-продвижения бизнес-процессов и подготовки студентов в области онлайн-маркетинга. / The article is devoted to the issues of network marketing – Social Media Marketing (SMM). We Сonsider the statistics of the promotion of goods and services through the work in social networks. The subject of the analysis is the SMM toolkit and its system application. The results of the study can be applied in the organization of SMM-support business processes and prepare students in the field of online marketing. МАРКЕТИНГ КЛИК ОНЛАЙН-ПЛАТФОРМА СОЦИАЛЬНАЯ СЕТЬ СОЦИАЛЬНАЯ СЕТЬ ЛИДОГЕНЕРАЦИЯ ЦЕЛЕВАЯ АУДИТОРИЯ MASTER'S THESIS MARKETING PROMOTION OF GOODS AND SERVICES STATISTICS OF SALES AND APPEALS CRY ONLINE PLATFORM SOCIAL NETWORK CONTEXTUAL ADVERTISING TARGETED ADVERTISING - TARGETING LEAD GENERATION THE TARGET AUDIENCE

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Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study

Развитие бизнеса в социальных сетях : магистерская диссертация / Business development in social networks