Sociālo tīklu komunikācijas novērtējums SIA “Stockmann”
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “SIA “Stockmann” sociālo tīklu komunikācijas novērtējums” ietvaros tika veikta teorētisko atziņu analīze par sociālo tīklu komunikāciju, izvirzīti kritēriji, novērtēta uzņēmuma esošā sociālo tīklu komunikācija un īstenota interneta aptauja, kā arī izvirzīti priekšlikumi, lai uzņēmuma sociālo tīklu komunikācija veicinātu mērķa auditorijas piesaisti un iesaisti. Pētījuma aktualitāte ir saistīta ar pandēmijas ierobežojumiem un digitalizācijas ietekmi uz uzņēmumu, kad SIA “Stockmann” nepieciešams veikt pārdošanu e-veikalā un komunikāciju ar klientiem digitālajā vidē, ko iespējams īstenot sociālajos tīklos. Galvenie rezultāti, kas tika iegūti, ir, ka uzņēmuma sociālo tīklu komunikācija ir bieža, bet tā nav radoša, personalizēta, neatbilst mērķa auditorijas interesēm un nepiesaista uzmanību, kā rezultātā iesaistes līmenis ir zems. Darba autors SIA “Stockmann” izvirza priekšlikumus: uzņēmumam jāpilnveido saturs pēc izvirzītajiem kritērijiem, jāapmaksā Facebook ierakstus plašākas mērķa auditorijas piesaistīšanai, jāpublicē Instagram Reels, kā arī jāizmantot citas sociālo tīklu platformas lietotāju sasniegšanai.
Darba kopējais lappušu skaits ir 60, izmantoti 25 attēli un 51 literatūras avots, 1 pielikums.
Bachelor thesis “Evaluation of SIA “Stockmann” Social Media Communication” included analysis of theory regarding social media communication, defining criteria, evaluated the enterprise’s current social media communication, conducted internet survey and made suggestions to improve engagement with social media communication. The topic is important now due to the restrictions of the pandemic and digitalization’s impact on the enterprise as SIA “Stockmann” needs to sell through e-commerce and communicate with clients in the digital environment that can be done through social media. Findings are as follows: the enterprises social media communication is frequent but it is not creative, personalized and does not fit the target audience’s interests which results in low engagement. The author suggests that SIA “Stockmann” shall improve their social media content by following the set criteria, use paid post options on Facebook, publish Instagram Reels and use other social media sites to reach more of the target audience online. The Bachelor thesis consists of 60 pages, with 25 images and 51 references, 1 annex.
Bachelor thesis “Evaluation of SIA “Stockmann” Social Media Communication” included analysis of theory regarding social media communication, defining criteria, evaluated the enterprise’s current social media communication, conducted internet survey and made suggestions to improve engagement with social media communication. The topic is important now due to the restrictions of the pandemic and digitalization’s impact on the enterprise as SIA “Stockmann” needs to sell through e-commerce and communicate with clients in the digital environment that can be done through social media. Findings are as follows: the enterprises social media communication is frequent but it is not creative, personalized and does not fit the target audience’s interests which results in low engagement. The author suggests that SIA “Stockmann” shall improve their social media content by following the set criteria, use paid post options on Facebook, publish Instagram Reels and use other social media sites to reach more of the target audience online. The Bachelor thesis consists of 60 pages, with 25 images and 51 references, 1 annex.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
sociālo tīklu komunikācija, Stockmann, uzņēmums, novērtējums, iesaiste, priekšlikumi, social media communication, Stockmann, enterprise, evaluation, engagement, suggestions