Company Image in Social Media. Case Alaspään Ratsastuskeskus
Vainio, Nina (2016)
Vainio, Nina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112918113
https://urn.fi/URN:NBN:fi:amk-2016112918113
Tiivistelmä
The research is commissioned by Alaspään Ratsastuskeskus, a riding school located in Hämeenlinna. Research was conducted in autumn semester 2016. Company image given through social media platforms of the commissioner is studied in the research. Social media platforms used in this study include Facebook and Instagram. Results indicate the current company image and help to identify the issues regarding the subject.
Information for theoretical part is gathered from online sources and by reading books con-cerning the subject. Theoretical part presents topics such as marketing communications, digital marketing, social media marketing and building of a company image. Data for the research is collected by distribution of questionnaire. Questionnaire is shared via online link. In addition, in-person data collection is implemented.
Key findings and results of the research indicate that the company image of the commis-sioner is strongly approachable and communal. Moreover, the commissioner is seeing or-ganized and professionally appropriate. In contrast, issues concerning the social media marketing of the company raised. Relationship between Facebook and Instagram is con-sidered weak and advertising efforts indicate not to target all desired target groups.
Level of diversity and professionalism is recommended to be increased in social media marketing. In addition, relationship between Facebook and Instagram should be further im-proved. Offered services should be clearly visible in Facebook.
Information for theoretical part is gathered from online sources and by reading books con-cerning the subject. Theoretical part presents topics such as marketing communications, digital marketing, social media marketing and building of a company image. Data for the research is collected by distribution of questionnaire. Questionnaire is shared via online link. In addition, in-person data collection is implemented.
Key findings and results of the research indicate that the company image of the commis-sioner is strongly approachable and communal. Moreover, the commissioner is seeing or-ganized and professionally appropriate. In contrast, issues concerning the social media marketing of the company raised. Relationship between Facebook and Instagram is con-sidered weak and advertising efforts indicate not to target all desired target groups.
Level of diversity and professionalism is recommended to be increased in social media marketing. In addition, relationship between Facebook and Instagram should be further im-proved. Offered services should be clearly visible in Facebook.