Digital Marketing & Social Media

Postgraduate Thesis uoadl:2773160 372 Read counter

Unit:
Κατεύθυνση Οικονομική και Διοίκηση των Τηλεπικοινωνιακών Δικτύων
Πληροφορική
Deposit date:
2018-07-20
Year:
2018
Author:
Papoutsis Andreas
Alivanoglou Vasiliki
Supervisors info:
Αθανάσιος Δήμας, Δόκτωρ, Τμήμα πληροφορικής και Τηλεπικοινωνιών, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Original Title:
Digital Marketing & Social Media
Languages:
Greek
Translated title:
Digital Marketing & Social Media
Summary:
The purpose of this graduation thesis is to study the role of Social Media in the business strategic marketing. The Social Media penetration in the everyday life has influenced significantly the marketing strategies of business growth. Therefore, this constited on important motive for the conduction of this project.

In addition, through presenting a large number of references of the current bibliography on the importance of Business Marketing, we will be able to analyse the fundamentals and variables. Consequently, this thesis investigates the appropriate marketing mix and strategies in the business world to gain sustainable competitive advantage.

The third part of the thesis focuses on the necessary tools and marketing techniques used for business promotion with the use of social media.This study provides an overview of the influence on decision-making and its process.

In conclusion this thesis is presenting a case study of Mercedes-Benz as the company has consectively been the most successful on Social Media Marketing. The study looks thoroughly into the business targets and their successful digital marketing strategy.
Main subject category:
Technology - Computer science
Keywords:
marketing, loyalty, Social Media engagement, content marketing, eCommerce
Index:
Yes
Number of index pages:
4
Contains images:
Yes
Number of references:
362
Number of pages:
105
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