Using Facebook for marketing : case: Picnic Finland Oy
Yang, Di (2014)
Yang, Di
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060111242
https://urn.fi/URN:NBN:fi:amk-2014060111242
Tiivistelmä
The purpose of this study is to increase the understanding of Facebook marketing within the environment of social media. This study attempts to answer the question: “Why is it necessary for marketers to establish a presence in social media especially on Facebook? What strategies can be developed for Facebook marketing?” The study is based on the following two ideas: marketers are hesitant to establish a presence in social media and/or marketers that have a Facebook site find it contributes little to their marketing. The study was carried out with the case company Picnic Finland Oy which has more than seventy thousand fans on Facebook page.
The theoretical basis, of the study, is formed by the social media theory and the introduction of Facebook. The following information will be covered: social media channels, social media benefits and downsides, marketing via social media, Facebook basics, marketing on Facebook, Facebook marketing strategies.
In the empirical section of the study, mixtures of qualitative and quantitative approaches were utilized. Data was collected in two ways. One method was observation of the Facebook page of the case company. The other one was delivering questionnaires to customers in a store.
According to the study results, it is found that it is meaningful for marketers to establish a presence in social media especially on Facebook. It is proved to be an effective channel for marketers to promote products and build brands. Some strategies relating to the Facebook marketing are also concluded based on the case study.
The theoretical basis, of the study, is formed by the social media theory and the introduction of Facebook. The following information will be covered: social media channels, social media benefits and downsides, marketing via social media, Facebook basics, marketing on Facebook, Facebook marketing strategies.
In the empirical section of the study, mixtures of qualitative and quantitative approaches were utilized. Data was collected in two ways. One method was observation of the Facebook page of the case company. The other one was delivering questionnaires to customers in a store.
According to the study results, it is found that it is meaningful for marketers to establish a presence in social media especially on Facebook. It is proved to be an effective channel for marketers to promote products and build brands. Some strategies relating to the Facebook marketing are also concluded based on the case study.