Social Media and the Impact on Marketing Communication

• Main Author: Pham Tuan Hiep
• Other Authors: Chiao-Pin Bao
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/239aks

碩士 === 義守大學 === 管理學院管理碩博士班 === 102 === Up to the last quarter of 2012, Facebook has more than 1 billion members worldwide. Vietnam is a country located at the 10th position in the Asian country has the most Facebook members with more than 10 million members. In addition, a number of social networking in the country as Yume, published ZingMe also has millions of members ... Communication model has changed, and a new form of marketing was born, Marketing with Social Media (Social Media Marketing). Faced with this context, many companies have found new possibilities to promote their products. These new approaches are mainly used as a communication tool and are called social media. The purpose of this thesis has been to study how social media influence the marketing communication of companies. The methodology behind this research, in order to ensure a suitable and viable data collection, was personal interviews with two manufacturing companies, one social network platform and one marketing agency. The method was a qualitative research approach combining different case studies in the research strategy. The diverse interview partners were each given a specific interview guide synchronized to their field of business and afterwards these four cases were analyzed using the data collected from the personal interviews and the mentioned interview guides. The overall result of this thesis was that the communication via social media is still in the early stages of its development. Basically companies approve social media as an effective tool to exceed and support marketing communication. Furthermore social media monitoring is an important component, but is still in the early stages. Generally companies approve social media as an effective tool to exceed and support marketing communication. Social media still has huge growth potentials regarding the differentiation and specification of different platforms, because not all of them are suitable for every company.