Social media's role in marketing communication : the perspective of firms and consumers

Details

Supervisors

Kervyn de Meerendré, Nicolas

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

Regarding Social Media’s tendencies in Belgium and Lithuania, the aim of the thesis is to present strategic solutions of Social Media implementation in “Samsung” and “Nescafé Dolce Gusto” brands’ marketing communication strategies. In the theoretical part of the thesis it was presented the evolution of marketing communication models from “One-to-One” to “Many-to-Many”, not to mention the “Social Media” phenomenon was described with its relevant types of marketing communication. The empirical part consists of Facebook characteristics’ analysis for two previously mentioned brands and comparison of two consumer surveys’ results that were conducted in Belgium and Lithuania. Taken into consideration the empirical findings, it was suggested for “Samsung” brand in Belgium to enhance its communication strategy in Social Media by targeting Millennials with real-time marketing competition for consumers, creating Snapchat and “Diagnostic Social Care” social campaigns. In addition to this, for “Nescafé Dolce Gusto” brand in Lithuania it was suggested to target Millennials and Generation X by providing “know-how” educational videos, creating Instagram communication program and launching a brand advocacy campaign.