Social Media as Marketing Instrument
Title of dissertation:
Social Media as Marketing Instrument
In Module
Quantitative Business Research Methods
Lectured by
Prof. Dr. Josef Neuert
Authors:
Cenk Yildirim
Table of Contents 1. Introduction 3 2. Overview of Social network 4 2.1 Definition 4 2.2 Types of Social Network 4 2.3 Social Network as a Marketing tool 6 3. Previous Research 7 4. Hypothesis 8 5. Research Design 9 5.1 Nominal and ordinal scaled questions 9 5.2 Demographic Data 10 5.3 Method of Data Collection 10 5.4 Research Target Groups 10 5.5 Response Rate 10 5.6 Advantages and Disadvantages 11 6. Results of the Survey 12 6.1 Demographic Data 12 6.2 Other Questions 17 7. Hypothesis Testing 29 7.1 Hypothesis 1 29 7.2 Hypothesis 2 34 7.3 Hypothesis 3 38 8. Conclusion: 42
Introduction
The importance of social networks has risen unstoppably during the last ten years. The most important social media websites have millions of users all over the world. Twitter has become the main source for press to follow on the lives and ideas of famous people and also the people who are trying to be famous. MySpace is the most important communication area for the musicians and their fans. The musicians sometimes upload their songs even before they are sold in the market, in order to see the reactions and the critics of their fans. Starting in 2004 in Harvard University, Facebook has today more than 845 million users, which makes it the most important social network. With its population, it would be the third biggest country in the world. Millions of people put too much importance on Facebook that they open it every day and spend hours checking what their friends or other people are up to.
But Facebook is not used only to keep in touch with friends anymore. Many firms are demanding to be able to view profiles in Facebook of their potential employees in order to have better knowledge of their personalities and interests. With huge amounts
Social Media as Marketing Instrument
In Module
Quantitative Business Research Methods
Lectured by
Prof. Dr. Josef Neuert
Authors:
Cenk Yildirim
Table of Contents 1. Introduction 3 2. Overview of Social network 4 2.1 Definition 4 2.2 Types of Social Network 4 2.3 Social Network as a Marketing tool 6 3. Previous Research 7 4. Hypothesis 8 5. Research Design 9 5.1 Nominal and ordinal scaled questions 9 5.2 Demographic Data 10 5.3 Method of Data Collection 10 5.4 Research Target Groups 10 5.5 Response Rate 10 5.6 Advantages and Disadvantages 11 6. Results of the Survey 12 6.1 Demographic Data 12 6.2 Other Questions 17 7. Hypothesis Testing 29 7.1 Hypothesis 1 29 7.2 Hypothesis 2 34 7.3 Hypothesis 3 38 8. Conclusion: 42
Introduction
The importance of social networks has risen unstoppably during the last ten years. The most important social media websites have millions of users all over the world. Twitter has become the main source for press to follow on the lives and ideas of famous people and also the people who are trying to be famous. MySpace is the most important communication area for the musicians and their fans. The musicians sometimes upload their songs even before they are sold in the market, in order to see the reactions and the critics of their fans. Starting in 2004 in Harvard University, Facebook has today more than 845 million users, which makes it the most important social network. With its population, it would be the third biggest country in the world. Millions of people put too much importance on Facebook that they open it every day and spend hours checking what their friends or other people are up to.
But Facebook is not used only to keep in touch with friends anymore. Many firms are demanding to be able to view profiles in Facebook of their potential employees in order to have better knowledge of their personalities and interests. With huge amounts