Communication Strategy and Digital Media Effectiveness for Small Businesses

Enkhtuvshin Khongorzul (2023) Communication Strategy and Digital Media Effectiveness for Small Businesses. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

The aim of this study is to explore the significance of brand communication in small businesses and their digital marketing strategies influence on customer satisfaction, loyalty, and business success. It was widely believed that developing a clear and compelling brand identity that resonates with customers is key to achieving success in highly competitive industries. The author wanted to gain a deeper understanding of how modern marketing trends impact consumer behaviour towards communication channels, specifically in this highly digital era.The research primarily focused on the hospitality industry due to the fact that the case company under investigation was a part of this industry. During a two-month of volunteering and observation at the case company, the author interviewed the managers and staff of the Carpe Noctem and Vitae hostels to gather information about their business concepts. Additionally, a customer survey was conducted to evaluate the effectiveness of the digital and offline communication channels and overall concept both before and after guests' stays at the hostel. This experimental part of the study involves a quantitative survey on millennials and Generation Z customers aged between 18 to 30 years. To support the theoretical section, empirical research concerning the result of those communication tools was implemented. Utilizing a qualitative research design, in-depth interviews were conducted with hostel managers and customers to gain insight into their perspectives on brand communication and its effectiveness in the hostel business.Branding and communication materials from a sample of hostels were also analyzed to provide insights into the range of strategies and tactics used to communicate brand values and personality. Future research could explore the impact of specific branding strategies and tactics on customer behaviour, as well as the role of effective brand communication in different types of hostels and customer segments. Overall, this study offers a fascinating glimpse into the world of marketing strategy and its impact on small businesses.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, communication, e-marketing - elektronikus marketing, internetmarketing, kommunikáció modelljei
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jan. 24. 15:50
Utolsó módosítás:	2024. Jan. 24. 15:50

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