Abstracts Category : Other

Add abstract

Want to add your dissertation abstract to this database? It only takes a minute!

Search abstract

Search for abstracts by subject, author or institution

Share this abstract

dissertation.com
on Facebook

The possibilities of social media marketing

by Raphael Eggers

Institution:	Universidade Nova
Year:	2017
Keywords:	Social media; Online branding; Paid advertisement; Sponsored posts; Domnio/rea Cientfica::Cincias Sociais::Economia e Gesto
Posted:	02/01/2018
Record ID:	2166519
Full text PDF:	https://www.rcaap.pt/detail.jsp?id=oai:run.unl.pt:10362/23073

Abstract

This research is motivated by the incongruence of how businesses and contemporary researchevaluate paid social media advertisement as online branding tools. Therefore, we examine thepossibilities of social media marketing: why sponsored posts on Facebook and Instagram areeffective online branding tools. A questionnaire was utilized to approach the research, and answerthe hypotheses. Results from 316 participants indicated that sponsored posts were effective forbrand awareness and intended purchases on Facebook, and for brand engagement on Instagram.We therefore conclude that sponsored posts are effective online branding tools, and that Facebookand Instagram complement one another.Advisors/Committee Members: Martinez, Lus Fructuoso.