Effective Social Media Marketing and Content Marketing Influence Customer Awareness and Interest in Bakery Industry The Case Study of Royal Bakery
Ha, Bich (2013)
Ha, Bich
Hämeen ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016111816517
https://urn.fi/URN:NBN:fi:amk-2016111816517
Tiivistelmä
The study attempts to gain insight into the social media and content marketing, which can influence a brand’s presence among social community and methods that can increase customer awareness. As the end result, the author is proposing valuable recommendations on utilizing social media and determining content idea types effectively to the case company.
For raising customer awareness, the case company’s online channels are not comprehended properly to utilize their potential effectively.
Secondary and primary data were applied to this study for further understanding of the case company. Secondary data was collected primarily from e-books, published books and online academic writing. Primary data was gathered by organizing interviews with the founder of Royal Bakery. In addition, customer survey was conducted via online and paper form with 200 participants.
The study reveals the deficiency of social media and business website of Royal Bakery. The research suggested that the case company should put more effort into updating customers on information related to its products and businesses.
It is expected that company’s website can be developed with new customer interaction sections, improve the promotion strategy on Facebook as well as go beyond social media channels.
For raising customer awareness, the case company’s online channels are not comprehended properly to utilize their potential effectively.
Secondary and primary data were applied to this study for further understanding of the case company. Secondary data was collected primarily from e-books, published books and online academic writing. Primary data was gathered by organizing interviews with the founder of Royal Bakery. In addition, customer survey was conducted via online and paper form with 200 participants.
The study reveals the deficiency of social media and business website of Royal Bakery. The research suggested that the case company should put more effort into updating customers on information related to its products and businesses.
It is expected that company’s website can be developed with new customer interaction sections, improve the promotion strategy on Facebook as well as go beyond social media channels.