An exploratory study of the effect of social media on the Public Relations practices in the Lingerie Industry

Reisch Petra Anna (2023) An exploratory study of the effect of social media on the Public Relations practices in the Lingerie Industry. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

There is a lack of literature concentrating on the influence of social media on public relations, and even fewer empirical investigations on the subject. Previous studies and literature in this particular area are primarily concerned with practical usage and application of social media. Therefore, this study's major goal is to try to comprehend the changes brought about by the extensive employment of social media and how these adjustments affected modern Public Relations in the lingerie business. The practice of public relations is closely intertwined with social media, thus it is not a strange concept to the field. Using trial-and-error, informal conversations, and evolving industry practices, public relations professionals are moving ahead into unfamiliar territory to develop new types of social media regulation and practices. This research aimed to provide a clearer understanding on the practices that are currently used by many professionals as well as to aid those, who still shy away from using such tools in their profession, particularly in the lingerie industry. While individual preferences affect universal lingerie buying tendencies, research shows that the consumer can be persuaded to follow trends and spend more money in order to feel exclusive or trendy, even if they do not realize it themselves. Based on the quantitative research, it is very likely, that social media will have an even bigger role in the lives of PR as well as marketing professionals and consumers alike.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	internal PR, lingerie industry, PR trends, public relations, Social media, social media effect
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 19. 18:23
Utolsó módosítás:	2023. Már. 19. 18:23

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