在當(dāng)今社交媒體驅(qū)動發(fā)展的環(huán)境中,企業(yè)必須了解社交媒體如Facebook,Twitter以及社交增長策略。很不幸,許多小企業(yè)在開始創(chuàng)業(yè)時,并沒有利用好社交媒體。本研究的目的是了解印度德里的不同企業(yè)主如何利用社交媒體發(fā)展業(yè)務(wù),并利用社交媒體吸引消費者。文中收集了不同企業(yè)主和消費者的調(diào)查問卷,并做了深度分析。此外,數(shù)據(jù)采集的媒介WhatsApp,電話和電子郵件。不同年齡段的消費者也是研究的一部分,以更好地理解消費者在每個小視角下的行為,并分析他們?nèi)绾谓邮苌缃幻襟w和社交媒體營銷,以及它們在日常工作中扮演的重要角色。并且,這項消費者行為研究將幫助零售商改善他們的業(yè)務(wù),以便未來可以增加其業(yè)務(wù)收入。關(guān)于企業(yè)主營銷策略,這項研究揭示了社交媒體和社交媒體營銷如何在當(dāng)前業(yè)務(wù)系統(tǒng)運行。該研究將關(guān)注消費者和業(yè)主在不同平臺的差距。因此,本文所討論將為零售商提供更廣泛的途徑來了解他們的客戶并根據(jù)其需求解決問題。案例研究的結(jié)果揭示了企業(yè)主用來建立和維護(hù)與消費者關(guān)系的不同策略。該研究最后的結(jié)論是,沒有可靠的方法來衡量社交媒體的投資回報率。傳統(tǒng)媒體和社交媒體對營銷績效都有很強的影響,盡管單一的社交媒體單元比單個傳統(tǒng)媒體... 

【文章來源】：山東大學(xué)山東省 211工程院校 985工程院校 教育部直屬院校

【文章頁數(shù)】：82 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
ACKNOWLEDGEMENTS
LIST OF ABBREVIATIONS
CHAPTER 1 INTRODUCTION
    1.1 Defining social consumer/I consumer
        1.1.1 Consumer
        1.1.2 Consumer behavior
        1.1.3 Social consumer
        1.1.4 Social consumer acting as a Game Changer impacting this business world
CHAPTER 2 LITERATURE REVEIW
    2.1 The transition from internet use to the use of social media
        2.1.1 What actually social media is?
        2.1.2 Social media websites
        2.1.3 Social media tools and platforms
    2.2 Social media and its function in marketing
        2.2.1 What is marketing?
        2.2.2 IMC （Integrated Marketing Communication）
        2.2.3 Social Networking Media Strategies
    2.3 Benefiting from using social media marketing
        2.3.1 What is social network media marketing?
    2.4 social media and its impact on consumer social behavior
    2.5 The influence of social Networking websites on consumer's Purchasing behavior
    2.6 The affect of social media on drawing decision
    2.7 The use of SM and SMM as a brand awareness tool for customers
    2.8 Research Gaps and area of improvement
CHAPTER 3 OBJECTIVE AND RESEARCH METHEDOLOGY
    3.1 Research Objectives
    3.2 Research Hypothesis
    3.3 Type of research followed
    3.4 Data collection methodologies used
    3.5 Instruments used for conducting research
    3.6 Sampling Methodologies for research
    3.7 Selection of data Analysis tool
    3.8 Limitations to this study
    3.9 Future scope of the study
CHAPTER 4 DATA ANALYSIS AND FINDINGS
CHAPTER 5 CONCLUSIONS
CHAPTER 6 SUGGESTION & RECOMMENDATION
REFERENCES
ANNEXURE
學(xué)位論文評閱及答辯情況表



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