Format:
35 pages :
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illustrations ;
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21 × 29.7 cm.
Content:
AI-GENERATED ABSTRACT: Abstract: In today's increasingly digital era, the emergence of social media platforms has revolutionized how businesses interact with their customers. As a result, small and medium enterprises (SMEs) attending fairs are presented with a unique opportunity to harness the power of social media to enhance brand loyalty and create long-lasting relationships with their customers. This thesis explores the effective utilization of social media platforms as a strategic tool for SMEs attending fairs to increase brand loyalty and customer retention. A qualitative research method is employed in which interviews will be held with SME owners and managers. The semi-structured interview will allow the interviewees to express their experiences, thoughts, and insights on the matter more flexibly. In addition, through the analysis of primary data, the research seeks to identify key strategies and best practices SMEs should use to leverage social media platforms effectively. The findings reveal that social media platforms offer SMEs attending fairs a multitude of avenues to connect with their target audience, establish strong brand identities, and foster a sense of loyalty among customers and other businesses. By engaging customers through compelling content and personalized interactions, SMEs can build trust, strengthen their brand image, and deepen customer loyalty. In addition, these insights enable SMEs to adapt and tailor their marketing campaigns to align with customer preferences and behaviors, enhancing customer loyalty. Ultimately, this thesis serves as a valuable resource for SMEs attending fairs, providing actionable recommendations and insights into leveraging social media platforms effectively to bolster brand loyalty and cultivate lasting customer relationships. Keywords: digital era, social media, small and medium enterprises, SMEs, fairs, brand loyalty, customer retention, qualitative research, marketing strategies, customer engagement.
Note:
DISSERTATION NOTE: Bachelor of Arts thesis in International Management and Marketing, Berlin International University of Applied Sciences, 2023.
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MACHINE-GENERATED CONTENTS NOTE: Table of Contents abstract ........................................................................................................ I table of Contents ....................................................................................... Ii introduction ................................................................................................ 1 literature Review ...................................................................................... 3 the Role of Social Media Platforms ........................................................... 3 the Role of Fairs in Marketing, Brand Awareness, and Brand Loyalty for Smes ............................................................. 5 the Relation Between Fairs and Social Media Platforms Marketing ........... 6 method ........................................................................................................... 8 result ........................................................................................................... 10 Company Introduction .......................................................................... 10 Thematic Analysis ................................................................................ 11 Narrative Analysis ............................................................................... 12 discussion .................................................................................................... 18 1. Limitations ........................................................................................ 19 2. Implications of Findings .................................................................. 19 conclusion .................................................................................................. 21 references ................................................................................................. 25 appendix ........................................................................................................ 29
Language:
Undetermined
Keywords:
Academic theses
