Role of online marketing in popularization of sustainability, case sutdy on Ligeti Shop

Besenyei Boglárka (2020) Role of online marketing in popularization of sustainability, case sutdy on Ligeti Shop. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

1.      The goal of my dissertation: In my dissertation I would like to present the online marketing tools used today for the spread of digital marketing, and innovative marketing strategies that I believe can be successfully applied to a company. 2.      Investigation In my thesis, I would like to examine the relationship among community marketing, sustainable development and eco-friendly products, related trends, the potential of social media in marketing sustainable products and the role of influencers in recommending these types of products. 2.1 Questions I would like to answer on this topic: ·         How does online marketing work? ·         How does marketing on social media work? What are the benefits of this? ·         What is influencer marketing? ·         Does social media marketing influence consumer decision? If so, by what methods? ·         How does social media affect brand image? ·         Can sustainable marketing on social media be successful? ·         How do influencers affect their followers, can they influence consumer behavior? ·         What is the behavior and consumption of Generation Z social media? ·         What is sustainable marketing? What are sustainable products like? ·         What impact does social media have on sustainable marketing? ·         What impact do influencers have on sustainable marketing?   3.      Methodology                                                                                                ·         I synthesized the professional dissertations, thesis and documents published so far on the topic. In addition, by studying the latest social media trends and examining consumer preferences. ·         I have illustrated my research through the example of Ligeti Shop, which offers sustainable lifestyle choices and have an agenda to educate consumers and popularize an eco-friendly and sustainable way of living.  For that I did an in-depth interview with the marketing director of Ligeti Shop. ·         I also did a questionnaire survey, which I have published on the internet, and because I have a fairly large following base on Instagram ·         I have performed some mathematical-statistical calculation on the correlation of the results of the questionnaire   4.      Results According to my results of my research, it can be said that social media marketing can influence consumer decision. Influencers marketing can have a huge impact on spreading sustainable solutions and creating a personal relationship with followers while promoting sustainability. Sustainable marketing is a powerful tool for protecting the environment and conserving it for the generations behind us.  The statistical result of the relationship between the knowledge of the ‘ecological footprint and education level stated that, at the 5% significance level, there is no coincidence, that the concept of the ecological footprint is better known among those with higher education level. Comparatively, I have investigated the interaction between the importance of online presence and education level. At the 5% significance level, it is only a coincidence that a higher proportion of people with higher education think that a company should be present on social media.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás (angol nyelven)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	case study, Digital marketing, ecological footprint, online marketing, Social media, sustainability, sustainability indicators, sustainable marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:56
Utolsó módosítás:	2021. Feb. 08. 13:56

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