The Bosch Group’s online communication in Hungary

Kmetty Nóra Lili (2023) The Bosch Group’s online communication in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Nowadays, online communication has become an integral part of everyday life, affecting personal relationships, education, business and general convenience. This study explores the evolution of digital communication, emphasizing its transformative impact on societal interactions. Focused on the Hungarian Bosch Group, a leading global technology and services provider, the research delves into how the company strategically employs various online platforms, including Facebook, Instagram, LinkedIn, and YouTube, to connect with its audience.The dissertation is structured to analyze the emergence and significance of digital communication, contrasting it with traditional media. It outlines the online communication objectives and target group of Bosch Hungary, emphasizing the dynamic nature of online trends. The study examines the Bosch Group's present communication strategy, with Facebook as its primary platform. The thesis also investigates the potential integration of TikTok into Bosch's communication strategy to connect and reach a younger audience.The research incorporates an in-depth interview with the online communications manager of the Bosch Group in Hungary, providing unique insights into the company's approach to online communication and its stance on TikTok. The study introduces the ongoing influencer campaign on TikTok, revealing its effectiveness and the challenges Bosch may face during the introduction of the platform. The analysis aims to answer the key question of whether TikTok holds strategic value for Bosch in Hungary.The findings reveal that although Bosch has diversified its online presence beyond Facebook, Facebook has remained central as the platform continues to be widely used in Hungary. The research also covers the company's cautious approach to TikTok, considering factors such as data protection, user openness, content adaptation, financial resources, and industrial technology confidentiality.The dissertation serves as a comprehensive guide to Bosch's communication strategies, highlighting the company's target audience definition, platform interconnectivity, and considerations for potential TikTok integration. It concludes that while TikTok can give an opportunity to reach a younger audience, Bosch should first maximize its use of existing platforms, such as Instagram's Reels feature, before attempting to use TikTok.Beyond its utility as an academic endeavor, this thesis can function as a practical handbook for Bosch's communication department, offering valuable insights and recommendations. In summary, the research contributes not only to professional growth but also holds potential for influencing the future success of Bosch's online communication strategies.

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:	Bosch, communication strategy, online communication, Social media, Tiktok
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:05
Utolsó módosítás:	2024. Feb. 20. 15:05

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