Sociālo tīklu izmantošana uzņēmējdarbības veicināšanas nolūkos.
Date
2016
Authors
Sjanīts, Gatis
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Mūsdienās internets un sociālie tīkli ir neatņemama cilvēku ikdienas sastāvdaļa, līdz ar to autors vēlējās noskaidrot, kā uzņēmumi izmanto sociālos tīklus kā sevis pozicionēšanas rīku un kādi faktori veicina patērētāju piesaisti kādam konkrētam zīmolam. Maģistra darba mērķis ir izpētīt uzņēmuma mērķtiecīgu sevis pozicionēšanu sociālajos tīklos un noskaidrot, vai tas ir devis kādus ieguvumus uzņēmuma attīstībai. Pētījuma teorētiskajā daļā tiek apskatīta speciālā literatūra par sociālo tīklu mārketinga teorētiskajiem aspektiem, sociālajos tīklos atrodamo informāciju un to nozīmi priekš uzņēmumiem. Papildus tiek sniegts ieskats uzņēmumu pozicionēšanās stratēģijās un metodēs sociālajos tīklos. Pētījuma praktiskajā daļā tiek izpētīta ārvalstu pieredze par sociālajiem tīkliem un uzņēmuma pozicionēšanos tajos, kā arī apkopoti rezultāti no līdzīgiem pētījumiem un citu autoru viedokļi par izvirzīto problēmu. Pētījuma trešajā daļā tiek sniegts darba autora ieguldījums, intervējot uzņēmumu pārstāvjus par sociālajiem tīkliem kā uzņēmuma pozicionēšanas instrumentu, un veicot aptauju par sociālo tīklu lietošanas paradumiem un sekošanu konkrētiem zīmoliem. Pētījuma nobeigumā rezultāti tika apkopoti un veikta to interpretācija. Balstoties uz rezultātiem, tika izdarīti secinājumi un piedāvāti priekšlikumi par pētījuma gaitā apskatīto problēmu.
Nowadays the internet and social networks are an integral part of everyday human life, therefore, the author of this Paper wanted to find out how companies use social networks with the intention to position themselves and what factors enable consumer engagement to a particular brand. The purpose of the Master’s Paper is to develop a study, exploring the purposeful and intentional positioning of a company and find out whether it has generated certain benefits for the development of the company. The theoretical part of the Master’s Study examines the literature regarding theoretical frameworks of social networks, the analysis of the information published and it’s significance for the companies. In addition, an overview of the positioning strategies and methods has been given. In the practical part of the study, the author of the Paper has gathered and analysed information about the foreign experience regarding the use of social neworks and purposeful positioning of a company in them. In addition, the author gathered and analysed scientific articles and different author’s opinions about the issue from similar studies. The third part of the research describes an independent study, which was conducted by the author of this Paper by interviewing reperesentatives of companies regarding the purposeful positioning of a company in social networks and by conducting a consumer survey with the intention to learn about their social network usage habits and what factors enable their engagement to a particular brand. In the conclusion part of the research the results were gathered and interpreted according to the author. Based on the results of the research, certain conclusions were made and a number of propositions were given regarding the issue researched in the paper.
Nowadays the internet and social networks are an integral part of everyday human life, therefore, the author of this Paper wanted to find out how companies use social networks with the intention to position themselves and what factors enable consumer engagement to a particular brand. The purpose of the Master’s Paper is to develop a study, exploring the purposeful and intentional positioning of a company and find out whether it has generated certain benefits for the development of the company. The theoretical part of the Master’s Study examines the literature regarding theoretical frameworks of social networks, the analysis of the information published and it’s significance for the companies. In addition, an overview of the positioning strategies and methods has been given. In the practical part of the study, the author of the Paper has gathered and analysed information about the foreign experience regarding the use of social neworks and purposeful positioning of a company in them. In addition, the author gathered and analysed scientific articles and different author’s opinions about the issue from similar studies. The third part of the research describes an independent study, which was conducted by the author of this Paper by interviewing reperesentatives of companies regarding the purposeful positioning of a company in social networks and by conducting a consumer survey with the intention to learn about their social network usage habits and what factors enable their engagement to a particular brand. In the conclusion part of the research the results were gathered and interpreted according to the author. Based on the results of the research, certain conclusions were made and a number of propositions were given regarding the issue researched in the paper.
Description
Keywords
Ekonomika , sociālie tīkli , uzņēmumu mērķtiecīga pozicionēšanās , sociālo tīklu mārketings , "Facebook" , zīmoli