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|Title: ||The different uses of social media in e-marketing|
|Authors: ||Asha, Feras Mousa Khalil|
|Advisors: ||VANHOOF, Koenraad|
|Issue Date: ||2016|
|Abstract: ||The popularity of social media is getting bigger and bigger. Social media became an important
element of the marketing mix these days. Executives as well as managers are trying to identify the
uses of social media in electronic marketing and how these media can serve their business in the
best possible way.
A lot of scholars have found that social media can affect business in a general way and also in
achieving specific objectives. Our research took these things one step further and is based on case
studies we took from international well-known cases and from Middle East cases . We used two
ways to compare these international cases and Middle East cases.
First we compared the features of these social media campaigns with the scholars' ideas and we
found that social media really help companies and people to change political situations , to engage
with customers , to create traffic on media , to get more known and that they affect the sales.
Secondly we compared the social media campaigns described in terms of media usage based on two
major criteria: the stage in the consumption process and the type of information spread through
social media . We found that most of the information used on social media was emotional in nature.
None of the campaigns used only rational information, but some did use a combination of both types
of information. The rational information itself was mostly of a secondary nature. Finally we drew a
model of social media used according to the two criteria we have used in our analysis.|
|Notes: ||Master of Management-International Marketing Strategy|
|Type: ||Theses and Dissertations|
|Appears in Collections: ||Master theses|
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