Social Media Marketing in the Scope of FMCG Brands’ Marketing Communication through the Case of Actimel in Hungary.
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| Format: | Thesis |
| Kulcsszavak: | Social media brand communication internetmarketing marketing communication online marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/25998 |
| Abstract: | The study analyses the role of social media platforms as channels in the scope of marketing communication of FMCG brands by giving an overview and analysis of practical implementations and strategic approaches towards social media marketing through the case of Actimel in Hungary. The research was based on quantitative and qualitative data collection methods focused on existing data and content analysis. The goal of the research was to enrich the practical knowledge about specifics of integration and performance of Facebook, Instagram and YouTube in brands’ communication. |
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