Brand awareness through social media and influencer marketing - Case study: Kincsem Hungary

Kovács Anna (2023) Brand awareness through social media and influencer marketing - Case study: Kincsem Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The objective of my thesis was to delve into the role of social media and influencer marketing in building brand awareness for Kincsem Hungary, a new women's shoe brand. As the digital marketing manager of the company, my mission was to explore strategies that could increase awareness on social media platforms. Throughout the study, I examined Kincsem Hungary's presence and content on Instagram, Facebook, and TikTok, as well as the potential of influencer marketing to raise brand awareness.To address the research questions, I conducted both primary and secondary research. By leveraging existing literature on social media, influencer marketing, and fashion communication, I analyzed their effectiveness in increasing brand awareness. Additionally, I gathered primary data through a survey and an interview with the product manager of Kincsem Hungary.The findings of my study revealed that social media is indeed an effective tool for increasing brand awareness. Platforms like Facebook, Instagram, and TikTok offer fashion firms the ability to reach a wide audience and connect with them on a more personal level. However, relying solely on social media marketing may not be enough to successfully introduce a new brand. It is essential to adopt a comprehensive marketing strategy that incorporates various channels and tactics.Moreover, the study emphasized the importance of collaborating with influencers who align with the brand's core values rather than focusing solely on their follower count. Influencers with large followings may come with high costs that may not be feasible for smaller businesses. By selecting influencers who share the brand's values, businesses can enhance credibility and trust among followers, leading to stronger brand recognition.The study provides valuable insights for marketers and organizations seeking to leverage these marketing tactics to promote their brands. By analyzing the effectiveness of social media and influencer marketing, businesses can develop successful strategies to expand their recognition and connect with their target market.

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:	brand awareness, Fashion Communication, influencer marketing, marketing strategy, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Aug. 03. 16:25
Utolsó módosítás:	2023. Aug. 03. 16:25

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