Integrating social media into the marketing mix : the determinants of success
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17956 |
Resumo: | The aim of this dissertation is to demonstrate how three different companies (Starbucks, Walmart and Hewlett-Packard) are integrating Social Media into their marketing mix. How Social Media is a changing trend and why it is becoming essential for companies to adopt it as a marketing strategy in order to gain competitive advantage. The main Social Media Platforms that will be analysed are; Facebook, Twitter, LinkedIn and YouTube. The literature review encompasses many different academic researchers’ and allows for the integration of ideas, opinions and insights on the importance of being active in Social Media, Social Media benefits, drawbacks and challenges, the analysis of Social Media data, and how to develop a Social Media strategy by providing guidelines. The conceptual framework is a honeycomb framework of seven building blocks, which is then used to highlight the importance of these different components in each case study. It is used to describe how each company can use different set of tools to position themselves, depending on their overall objectives. The case studies present an overview of each company and describe its main benefits, drawbacks and what each enterprise should adopt as a set of Social Media guidelines. The managerial benefits of discussing these cases will allow to comprehensively evaluate the trade-offs of integrating distinct Social Media tools into a company’s overall marketing mix. In the teaching notes, the main learning objectives, suggested assignment questions and respective answers are presented. Finally, the conclusions, limitations and future research of the study are outlined. |
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Integrating social media into the marketing mix : the determinants of successDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this dissertation is to demonstrate how three different companies (Starbucks, Walmart and Hewlett-Packard) are integrating Social Media into their marketing mix. How Social Media is a changing trend and why it is becoming essential for companies to adopt it as a marketing strategy in order to gain competitive advantage. The main Social Media Platforms that will be analysed are; Facebook, Twitter, LinkedIn and YouTube. The literature review encompasses many different academic researchers’ and allows for the integration of ideas, opinions and insights on the importance of being active in Social Media, Social Media benefits, drawbacks and challenges, the analysis of Social Media data, and how to develop a Social Media strategy by providing guidelines. The conceptual framework is a honeycomb framework of seven building blocks, which is then used to highlight the importance of these different components in each case study. It is used to describe how each company can use different set of tools to position themselves, depending on their overall objectives. The case studies present an overview of each company and describe its main benefits, drawbacks and what each enterprise should adopt as a set of Social Media guidelines. The managerial benefits of discussing these cases will allow to comprehensively evaluate the trade-offs of integrating distinct Social Media tools into a company’s overall marketing mix. In the teaching notes, the main learning objectives, suggested assignment questions and respective answers are presented. Finally, the conclusions, limitations and future research of the study are outlined.O objetivo desta dissertação é demonstrar como três empresas diferentes (Starbucks , Walmart e Hewlett- Packard) estão a integrar as redes sociais no seu Marketing Mix. A introdução da dissertação explica como as redes sociais são uma tendência que está a mudar e que se está a tornar essencial para as empresas adotá-las como uma estratégia de marketing para obter uma vantagem competitiva sobre as suas rivais. As principais plataformas de redes sociais a serem analizadas são: Facebook, Twitter, LinkedIn e YouTube. Para abordar este tema, vários estudos académicos foram analisados. Obtiveram-se pontos de vista e opiniões diferentes sobre a importância de uma empresa estar ativa nas redes sociais, os benefícios das mesmas, as desvantagens e desafios, a análise de dados das ditas redes , e como desenvolver uma estratégia integrando as redes sociais ao Marketing Mix. A estrutura concetual é constituida por sete blocos que, posteriormente, são utilizados para realçar a importância das diferentes componentes, em cada estudo de caso. Os estudos de caso apresentam uma visão geral de cada empresa e descrevem as suas principais vantagens e desvantagens, assim como as linhas de orientação que cada empresa segue para desenvolver estratégias que englobem as redes sociais. Os benefícios principais de discutir os casos, permitirão a avaliação abrangente de integrar diferentes ferramentas sociais no Marketing Mix de cada empresa. Na seção ‘Notas de Ensino’ são abordados os principais objetivos de aprendizagem dos estudos de caso e questões relevantes. Finalmente, as conclusões, limitações e futuras pesquisas são delineadas.Lakishyk, KyrylVeritati - Repositório Institucional da Universidade Católica PortuguesaZilhão, Francisco Stilwell2015-07-06T09:20:55Z2015-04-2020142015-04-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17956TID:201181096enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-26T01:36:56Zoai:repositorio.ucp.pt:10400.14/17956Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:15:00.954781Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Integrating social media into the marketing mix : the determinants of success |
title |
Integrating social media into the marketing mix : the determinants of success |
spellingShingle |
Integrating social media into the marketing mix : the determinants of success Zilhão, Francisco Stilwell Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Integrating social media into the marketing mix : the determinants of success |
title_full |
Integrating social media into the marketing mix : the determinants of success |
title_fullStr |
Integrating social media into the marketing mix : the determinants of success |
title_full_unstemmed |
Integrating social media into the marketing mix : the determinants of success |
title_sort |
Integrating social media into the marketing mix : the determinants of success |
author |
Zilhão, Francisco Stilwell |
author_facet |
Zilhão, Francisco Stilwell |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lakishyk, Kyryl Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Zilhão, Francisco Stilwell |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The aim of this dissertation is to demonstrate how three different companies (Starbucks, Walmart and Hewlett-Packard) are integrating Social Media into their marketing mix. How Social Media is a changing trend and why it is becoming essential for companies to adopt it as a marketing strategy in order to gain competitive advantage. The main Social Media Platforms that will be analysed are; Facebook, Twitter, LinkedIn and YouTube. The literature review encompasses many different academic researchers’ and allows for the integration of ideas, opinions and insights on the importance of being active in Social Media, Social Media benefits, drawbacks and challenges, the analysis of Social Media data, and how to develop a Social Media strategy by providing guidelines. The conceptual framework is a honeycomb framework of seven building blocks, which is then used to highlight the importance of these different components in each case study. It is used to describe how each company can use different set of tools to position themselves, depending on their overall objectives. The case studies present an overview of each company and describe its main benefits, drawbacks and what each enterprise should adopt as a set of Social Media guidelines. The managerial benefits of discussing these cases will allow to comprehensively evaluate the trade-offs of integrating distinct Social Media tools into a company’s overall marketing mix. In the teaching notes, the main learning objectives, suggested assignment questions and respective answers are presented. Finally, the conclusions, limitations and future research of the study are outlined. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014 2015-07-06T09:20:55Z 2015-04-20 2015-04-20T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17956 TID:201181096 |
url |
http://hdl.handle.net/10400.14/17956 |
identifier_str_mv |
TID:201181096 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131829198913536 |