The Impact of Social Media Platforms on BMW's Public Relations Strategy

Gulmaliyev Ilham (2023) The Impact of Social Media Platforms on BMW's Public Relations Strategy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In the era of digital dominance and information ubiquity, the influence of social media platforms on corporate strategies has burgeoned exponentially. As a dynamic and ever-evolving component of modern communication, social media has emerged as an invaluable tool for shaping an organization's image, engaging with stakeholders, and navigating the intricacies of contemporary public relations (PR). Among the many entities that have harnessed the potential of social media, BMW, the renowned German automobile manufacturer, stands as a notable exemplar. Through its deliberate and multifaceted utilization of various social media platforms, BMW has sought to not only solidify its brand identity but also connect with a global audience in unprecedented ways. The primary aim of this research is to investigate the profound impact that social media platforms have exerted on BMW's Public Relations strategy. By delving into this multifaceted relationship, this study seeks to unravel the strategies, methodologies, and nuances underlying BMW's PR endeavors within the digital realm. Furthermore, it aims to uncover how these strategies resonate with and influence the perceptions of a diverse and digitally connected audience. The subject of this research is BMW's Public Relations strategy as manifested through its activities on social media platforms. In this context, the object of research encompasses the various facets of BMW's social media PR campaigns, their execution, and the impact they have on both the brand's image and the perceptions of its global audience. This research employs a mixed-method approach to comprehensively explore the intricate relationship between BMW and social media platforms. The method consists of two main components: content analysis and a user perception survey. In the content analysis phase, the research will meticulously analyze BMW's PR strategies as they are disseminated across prominent social media platforms, including YouTube, Facebook, Instagram, and TikTok. A series of quantitative metrics, such as the number of items, mentions, likes, comments, shares, views, reposts, and followers, will be employed to evaluate the effectiveness of BMW's PR campaigns on these platforms. The second part of the research involves distributing a structured survey to social media users with an interest in BMW's digital presence. This survey aims to gather insights into user perceptions, attitudes, and behaviors concerning BMW's PR campaigns on social media platforms. The research questions are given below: 1. What trends emerge in the frequency and type of PR content posted by BMW on various social media platforms? 2. What are the primary motivators that drive users to engage with and share BMW's PR content on social media? Through the integration of content analysis and user perception survey data, this research endeavors to provide a comprehensive understanding of the evolving dynamics between BMW and social media platforms, ultimately shedding light on the transformative impact of digital media on contemporary Public Relations strategies

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Corporate Communication Process, Digital Communication, public relations, Public relations strategy, Social Media Strategy
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:03
Utolsó módosítás:	2024. Feb. 20. 15:03

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