The implementation of SM is considered an important criterion that influences the accomplishment of business performance and achieves competitive advantage. However, there is a limitation in SM research concerning the implementation of SM strategy and the selection of suitable SM platform for business. Therefore, the investigation and analysis conducted in this study provide an understanding of the application of SM in business by examining the implementation process and the selection of SM platform. Accordingly, a SM strategy framework was developed for a practical implementation of business which includes three stage-process. This empirical research context includes two field investigations in relations to the views and experience of the SM personnel who participated in this study. Both investigation phases were analysed using thematic analysis with respect to the interpretive qualitative analysis approach. The research revealed that companies do follow directly or indirectly some base guidelines in employing SM but do not have a strategic implementation process in carrying out this activity as described in the framework presented. Also, companies are required to consider selecting a suitable SM platform for business which leads to added value to the holistic strategically implemented process. The analysis of the SM strategy framework revealed that an alignment of SM strategy and business strategy could be established through strategic implementation. The implementation process of SM strategy would require company's readiness as described in the framework to ensure successful SM integration to support in achieving business goals. This research provides in-depth knowledge of how the implementation process can be conducted in stages and the application of this technological innovation. The results of the analysis of the framework indicated that companies establish a presence on platforms where their customers are located. Leading to further investigation in the second phase where Practice theory is employed. Revealing an in-depth understanding on how platform evaluation can be carried out by examining the actual act of enacting the selection process, understanding the routine and considering the individuals involved in shaping and implementing platform evaluation in the company. Therefore, the findings can be used by managers or key SM personnel to implement SM strategy efficiently to improve business performance and applied by researchers for further evaluation and analysis of this process.

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在將媒體視為一公開的場域概念下，本研究主要探討的問題是誰有權力界定議題。研究問題為：(1)哪一消息來源為議題的主要界定者？(2)消息來源近用媒體的策略為何？研究議題以公共電視立法爭議過程為例。分析在此議題中，分別代表官方及民間立場的公共電視籌委會及民間籌備會在此一議題中的權力頃輒。 　　在研究方法上則採取內容分析法，收集中央日報、中國時報、自立早報三家報紙自八十二年六月二十日至八十四年一月十九日，所有有關公共電視立法爭議的報導。並以消息來源研究的兩種途徑：內部途徑及外部途徑來分析。在內部途徑方面，主要分析哪一消息來源有較多的機會近用媒體；在外部途徑方面，以處境較弱的民間籌備會為對象，細部比對其所發動的媒介策略，與報紙報導的情形，以區辨何種策略在近用媒體上較為有效。 　　研究結果發現： 　　代表官方消息來源的公共電視官方籌委會、監察委員、新聞局官員。立法委員等出現及發言次數都較多，與傳統消息來源近用媒體研究結果一致。但是在發言內容上，卻集中在公共電視建台以來的各式弊端上，可見官方消息來源在議題建構上，著重在各式弊端中澄清自已的角色，而非針對公共電視基本精神甚至法條來發言。 　　在媒介策略上，屬於弱勢的抗爭團體確實必須運用較多的媒介策略（包括傳送訊息的通道及訊息框架）來近用媒體，而不同的消息來源在媒介策略的運用上也有不同。 　　在細部比對公共電視民間籌備會所發動的媒介策略，與媒體報導情形後發現，以文字搭配行動的傳送訊息方式，近用媒體的機會最大，若只以行動的傳送訊息方式，也比只以文字方式來的好。 　　最後針對結果進行細部討論，並提出本研究的限制及對未來研究的建議。

The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.

The primary goal of this study was to determine if print media (newspapers and magazines) play a role in tourist decision to visit a destination. Four objectives were derived from the primary research goal. The first objective was to analyse newspapers and magazines by means of a literature study. This was achieved by looking at the strategic component of media planning in a media strategy in the delivering of the advertising message. The problems facing media strategies as well as the marketing mix for print media were briefly discussed. It was also found that there are certain advantages as well as disadvantages in using newspapers and magazines as advertising medium. The second objective was to look at the process of travel decision-making. This was done by looking at two models of travel decision-making. The process was discussed and it is indicated where print media plays a role in each of the phases of the process. It was found that pint media does play a role in each of the phases of the travel decision-making process. This information is of great value for marketers of travel destinations to be incorporated in their marketing plans. The third objective was to reflect the result of the empirical research and to determine the key success factors in print media that influenced tourist decision to travel. It was achieved by collecting data in which structured questionnaires were completed by international tourists in order to determine the role print media played in their decision to visit South Africa. The questionnaires were distributed amongst 145 international tourists from all over the world at Sun City in the Northwest Province of South Africa. Editorials in newspapers and magazines seem to be more popular with the respondents than advertising but that could be mainly because editorials are seen more credible than advertising. The fourth objective was to make recommendations for effective use of print media to attract tourist to visit a destination. Newspapers and magazines should play an important role in the motivation phase of the decision-making process because it has a direct bearing on the tourist decision to act. Newspapers and magazines are considered one of the principal means to influence tourist's decision-making. Because newspapers and magazines are usually not expensive, their high information content can motivate a tourist to visit a destination. Magazines and newspapers can play an important role when searched for additional information. The latter is high in information content and are mostly credible. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2005.

The primary goal of this study was to determine if print media (newspapers and magazines) play a role in tourist decision to visit a destination. Four objectives were derived from the primary research goal. The first objective was to analyse newspapers and magazines by means of a literature study. This was achieved by looking at the strategic component of media planning in a media strategy in the delivering of the advertising message. The problems facing media strategies as well as the marketing mix for print media were briefly discussed. It was also found that there are certain advantages as well as disadvantages in using newspapers and magazines as advertising medium. The second objective was to look at the process of travel decision-making. This was done by looking at two models of travel decision-making. The process was discussed and it is indicated where print media plays a role in each of the phases of the process. It was found that pint media does play a role in each of the phases of the travel decision-making process. This information is of great value for marketers of travel destinations to be incorporated in their marketing plans. The third objective was to reflect the result of the empirical research and to determine the key success factors in print media that influenced tourist decision to travel. It was achieved by collecting data in which structured questionnaires were completed by international tourists in order to determine the role print media played in their decision to visit South Africa. The questionnaires were distributed amongst 145 international tourists from all over the world at Sun City in the Northwest Province of South Africa. Editorials in newspapers and magazines seem to be more popular with the respondents than advertising but that could be mainly because editorials are seen more credible than advertising. The fourth objective was to make recommendations for effective use of print media to attract tourist to visit a destination. Newspapers and magazines should play an important role in the motivation phase of the decision-making process because it has a direct bearing on the tourist decision to act. Newspapers and magazines are considered one of the principal means to influence tourist's decision-making. Because newspapers and magazines are usually not expensive, their high information content can motivate a tourist to visit a destination. Magazines and newspapers can play an important role when searched for additional information. The latter is high in information content and are mostly credible. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2005.

The usage of social networking sites is steadily increasing, setting higher demands on companies and their need to be present on social media. This study aims to examine how companies could design their content on Facebook and Instagram to promote interaction from followers. To be able to understand this the company Pantamera is used as a case in this study. Pantamera is responsible for the recycling of metal cans and PET bottles in Sweden, and are experiencing that their usage of strategies on social media is deficient. To answer the purpose, already existing theories of how to form a social media strategy and methods are examined. This is implemented through an online survey aiming to understand the target audience, and the results are used as a foundation for the design process. The designs are evaluated through interviews and the conclusion is that it is possible to design content on social media in order to promote interaction. Important to have in mind when creating content for interaction is its design, what platform it intends to be designed for and that the company should at all times communicate with their target audience on their terms.

The role of internet and the digitalized world are more relevant than ever before. The new phenomena of digital marketing has created a paradigm shift of existing marketing with new ways to market. Social media plays a significant role in this change, since it allows businesses to easily engage with its customers and to maintain relationships. For small and local businesses, this change has created great opportunities to interact more with the local audience. However, not all such businesses have the sufficient knowledge to optimize the usage of social media. The focus of the study is to explore the current usage of social media in local businesses context. Furthermore, we will suggest social media marketing strategies that will help local business to improve its customer relations. The qualitative approach is applied in this study by using interviews and observations, which is the main source of primary data collection. The conclusion was that local grocery stores still rely much more on traditional marketing methods. However, local grocery stores still use and value social media, but most are unclear of the true benefits and strategies when using social media. Lacking strategies consist of planning the social media marketing strategies, but also lacks the formal management of critical situations on social media. Overall, local stores perform well in building relations with its customers using social media however, there is a scope of further improvements.

The aim of this thesis is to create a media strategy for a non-profit organisation MeetFactory. The proposal is based on all steps of a media planning process - media brief, situation analysis, definition of goals and media strategy, as well as a mediaplan. The thesis gives a complete overview of the media market, respective mediatypes and creation of the media strategy. Since the thesis is based on the Google Ad Grants programme it contains detailed characteristics of the programme as well as creation of a Google search campaign.

This diploma thesis focuses on the communication of a non-profit organization with a stress on the area of media used for advertising. The thesis includes analysis and definition of the target audience for Konto Bariéry organization and comparison with the original definition. The thesis furthermore presents analysis of the advertising investments within the non-profit segment and also focuses on the main advertisers who belong to this segment. Based on these analysis the recommended mediamix and concrete media are introduced to effectively address the defined target audience.