THE EVALUATION OF SOCIAL MEDIA EFFECTS ON
MARKETING communications: THE UK CONSUMERS
PERSPECTIVE
GIEDRIUS IVANAUSKAS
MA INTERNATIONAL BUSINESS AND MARKETING
2009
Giedrius Ivanauskas © Social Media Citizens h t t p :/ / ww w . sm ci t i z e ns .co m /
summary
PurposeThe evaluation of Social Media as affective trade communications tool and
channel. The identification of consumer?s profile of Social Media in the UK.
Design/methodology/approachThe quantitative inquiry was conducted by arranging
consumer survey among societal media users. The deductive logic was used to verify the
hypothesis.
Findings The general UK consumer profiles were identified. The hypotheses were proven that
social media go off be a valuable tool and channel for marketing communications.
Research limitations/implications The research was designed to test only the users of social
media properties. Even though, it gathered the needed data to help marketers in their search for
suitable tools when marketing in social media environment.
Originality/ cling to The conducted study added the knowledge to the indicated information gap
in schoolman literature regarding the social media usage for marketing campaigns from the consumer perspective. It defined the primary(prenominal) social media tools and tested the consumer perceptions about the possible practices.
Keywords Social media, sack up 2.0, Social Media Marketing, Marketing Communications,
Consumer behavior.
Giedrius Ivanauskas © Social Media Citizens h t t p :/ / ww w . sm ci t i z e ns .co m /
Content
Acknowledgments.......................................................................... Error! bookmark not defined. Declaration of Authorship.............................................................. Error! Bookmark not defined. Abstract...................................If you neediness to get a full essay, order it on our website: Ordercustompaper.com
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