Zīmolu "Butterfly" un "Klerr.lv" mārketinga komunikācijas analīze sociālajā tīklā "Instagram"
Date
2020
Authors
Pleša, Una
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Bakalaura darba “Zīmolu “Butterfly” un “Klerr.lv” mārketinga komunikācijas analīze sociālajā tīklā “Instagram”” mērķis ir izpētīt un izanalizēt, kā zīmoli “Butterfly” un “Klerr.lv” izmanto “Instagram” platformu mārketinga komunikācijas mērķu sasniegšanai, kā arī izvērtēt auditorijas attieksmi pret zīmolu komunikāciju. Darba teorētiskajā daļā apkopota teorija par zīmolu, mārketingu, tā būtību un mārketinga komunikāciju, sociālo mediju veidiem, detalizēti par “Instagram” platformu, zīmolu komunikāciju tajos un patērētāju uzvedību. Pētījumā tika secināts, ka abi zīmoli ar sociālā tīkla “Instagram” palīdzību, var piesaistīt jaunus klientus, veidot pievilcīgu saturu, sasniedzot mārketinga mērķus. “Butterfly” zīmols pēc kontentanalīzes datiem sniedz savai auditorijai saturu, ko tā vēlas patērēt, taču “Klerr.lv” zīmolam jāuzlabo komunikācijas aktivitāšu biežums.
The Bachelor’s thesis “Marketing communication analysis of the brands “Butterfly” and “Klerr.lv” on the social network “Instagram”” aims to explore and analyse how brands “Butterfly” and “Klerr.lv” use “Instagram” platform to reach marketing communication goals, as well as evaluating the audience’s attitude towards brand communication. The theoretical part of the thesis summarises the theory of brand, marketing, its nature and marketing communication, the types of social media, description of “Instagram”, brand communication and consumer behaviour. The thesis has led to a conclusion that both brands, with the help of the social network “Instagram”, can attract new customers, create an attractive content, whilst reaching the marketing goals. The brand “Butterfly” provides its audience with the content it wants to consume, but the brand “Klerr.lv” needs to improve the frequency of communication activities.
The Bachelor’s thesis “Marketing communication analysis of the brands “Butterfly” and “Klerr.lv” on the social network “Instagram”” aims to explore and analyse how brands “Butterfly” and “Klerr.lv” use “Instagram” platform to reach marketing communication goals, as well as evaluating the audience’s attitude towards brand communication. The theoretical part of the thesis summarises the theory of brand, marketing, its nature and marketing communication, the types of social media, description of “Instagram”, brand communication and consumer behaviour. The thesis has led to a conclusion that both brands, with the help of the social network “Instagram”, can attract new customers, create an attractive content, whilst reaching the marketing goals. The brand “Butterfly” provides its audience with the content it wants to consume, but the brand “Klerr.lv” needs to improve the frequency of communication activities.
Description
Keywords
Komunikācijas zinātne , mārketinga komunikācija , digitālais mārketings , zīmols , sociālie tīkli , "Klerr"