How can new companies and start-ups use social media in the most effective way to gain the greatest possible advantage in terms of profit and customer loyalty?
Are customers influenced by social media and to what extent can start-up companies benefit from these influences?
This thesis shows how start-up companies can build their reach through the targeted use of social media. It will be compared if targeted online marketing gives companies an advantage over companies that do not use social-media-marketing. For this research, online surveys with young people, age 18 to 25 were conducted.
Through this help new companies can learn how to gain an advantage over other companies, using targeted marketing to the company's target audience. For this work, young people are interviewed via online surveys and this also benefits companies that have young people as a target group.
Social media is spreading and is much more influential today than five years ago. The popularity and number of visits to social-media websites is changing constantly. For companies this can result in a big advantage if they advertise on current used social media platforms. Companies always must be up to date (Kapoor, 2017).
Current primary research results are used to ascertain which websites are most frequently visited by young people and which websites have the greatest influence on their buying behaviour.
Companies can differentiate themselves from their competitors by using social media.
By investigating social media strategies, the bachelor thesis summarizes both the stock of literature and the opportunities to gain competitive advantage through social media.
The thesis is mainly aimed at young companies that do not have many years of experience in social media like large companies. In addition, it gives them a huge competitive advantage, possibly advantage over long-standing companies that use outdated social media techniques.
By analysing the mentioned aspects, the overall focus lies on the following statement:
How can start-up company reach more young customers with a specific use of social media to have a successful start in the business sector and build a relationship with the costumer in the long term?
Table of Contents
Chapter I: The Overview
Introduction
1.1 Research Aim
1.2 Research Objectives
1.3 Research Questions
1.4 Primary Research:
1.5 Research outlook
Chapter II: Literature Review
2. Literature Review
2.1 Social Media
2.2 Online Marketing
2.3 Advantages of social media
2.4 Activities of social media users
2.5 Choosing the right social media platform
2.6 How companies can use social media marketing to gain advantages
2.7 Advice for Small Business
Chapter III: Methodology
Introduction
3. Research Methodology
3.1 Research model
3.2 Research Strategy
3.3 Research choices
Chapter IV: Result of the Empiring Findungs
4. Research Results and Discussion of the Empirical Findings
4.1 Advantages for companies through social media
4.2 Primary research results
4.3 Discussion of the interviews
Chapter V: Discussion
5. Discussion
Chapter VI: Conclusion
6. Conclusion and Suggestions for future research
6.1 Conclusion
6.2 Suggestions for future research
Research Objectives and Focus
The primary aim of this dissertation is to investigate how start-ups can effectively utilize social media and online advertising to reach young target groups in Düsseldorf, build brand presence, and foster long-term customer relationships.
- Analysis of the buying behavior of young people regarding social media platforms.
- Identification of social media channels that improve customer relationships.
- Evaluation of how companies use social media to achieve sales success.
- Comparative assessment of targeted online marketing versus traditional approaches for start-ups.
- Development of a step-by-step guide for effective social media utilization.
Excerpt from the Book
1.1 Research Aim
This thesis shows how start-up companies can build their reach through the targeted use of social media. It will be compared if targeted online marketing gives companies an advantage over companies that do not use social-media-marketing. For this research, online surveys with young people, age 18 to 25 were conducted.
Through this help new companies can learn how to gain an advantage over other companies, using targeted marketing to the company's target audience. For this work, young people are interviewed via online surveys and this also benefits companies that have young people as a target group.
Social media is spreading and is much more influential today than five years ago. The popularity and number of visits to social-media websites is changing constantly. For companies this can result in a big advantage if they advertise on current used social media platforms. Companies always must be up to date (Kapoor, 2017).
Current primary research results are used to ascertain which websites are most frequently visited by young people and which websites have the greatest influence on their buying behaviour.
Summary of Chapters
Chapter I: The Overview: Provides the introduction to the research, defining the problem of how start-ups can best leverage social media to reach young target groups.
Chapter II: Literature Review: Reviews existing theories on social media, online marketing, and the advantages of these platforms for business growth.
Chapter III: Methodology: Details the research model and strategy, focusing on mixed-method research including student surveys in Germany.
Chapter IV: Result of the Empiring Findungs: Presents and discusses the primary research findings gathered through interviews and questionnaires with the young target group.
Chapter V: Discussion: Analyzes the empirical findings in relation to the established hypotheses and secondary literature, evaluating the effectiveness of social media in business.
Chapter VI: Conclusion: Summarizes the research outcomes, provides recommendations for start-up companies, and suggests directions for future research.
Keywords
Social Media Marketing, Start-ups, Young Target Groups, Online Advertising, Customer Loyalty, Digital Marketing, Consumer Behavior, Brand Presence, Düsseldorf, Small Business, Market Reach, Competitive Advantage, Social Media Platforms, Targeted Marketing, Customer Relationship.
Frequently Asked Questions
What is the primary focus of this dissertation?
The work focuses on how start-up companies can use social media and online advertising to reach young target groups efficiently and build long-term relationships with them.
Which target group does this study analyze?
The study specifically focuses on young people, aged 18 to 25, based in Düsseldorf, Germany.
What is the core research question?
The research asks how start-ups can use social media to reach more young customers, successfully enter the business sector, and maintain long-term customer relationships.
Which research methodology is applied?
A mixed-method approach is used, combining the analysis of secondary literature with empirical primary research involving online surveys of young users.
What is covered in the literature review?
It covers definitions of social media, online marketing fundamentals, the advantages of various platforms, and specific advice for small businesses regarding social media utilization.
Which platforms are identified as most effective?
The research indicates that visual platforms such as Instagram and YouTube are highly effective for reaching young target groups due to their influence on consumer behavior.
Which specific demographic insight did the survey reveal?
The survey revealed that the trend for young users is shifting significantly towards visual social media channels like Instagram and YouTube, moving away from older, text-heavy platforms.
What role do influencers play?
The data suggests that one-third of surveyed young people are significantly influenced by influencer recommendations when making purchase decisions.
How important is transparency for new online shops?
Trust is crucial; a significant portion of respondents (approx. 43%) stated they would only order from a new online shop if the site appeared trustworthy.
- Citar trabajo
- Eric Carstensen (Autor), 2020, The importance of social media and opportunities to reach young target groups via social media for start-ups Submission, Múnich, GRIN Verlag, https://www.grin.com/document/1472952
