Comparison of the Effectiveness of Marketing Activities on Social Networks in Company X

Today, marketing activities are carried out quite differently than they once were. It is very important that companies master and understand the new ways of marketing that are carried out on social networks. In the diploma thesis, they focused on comparing the effectiveness of marketing activities on social networks in company X, which is engaged in the online sale of bedding and bedroom products. In the research part, they wanted to determine which social networks are currently the most effective for the use of marketing activities and to make a comparison of users' trust in products in the case where products are presented in an influencer's post or if they are presented in a company's post or advertisement. They helped answer these questions with a survey, calculations and an interview.

Problem

Today, marketing activities are carried out quite differently than they once were. It is very important that companies master and understand the new ways of marketing that are carried out on social networks. Effective organisational marketing requires both a good analysis of online tools as well as a strategically prepared plan.

Solution and Method

In the diploma thesis, they focused on comparing the effectiveness of marketing activities on social networks in company X, which is engaged in the online sale of bedding and bedroom products. The main idea of the research is to compare the effectiveness of marketing methods on different social media. The first is Facebook, owned by Meta Platforms, which was founded by Mark Zuckerberg in 2004.

The social network remains the most widespread social media platform in the world. The second social network is Instagram. The platform was founded by Kevin Systrom and Mike Krieger in 2010.

The company was later acquired by Facebook Inc. In the theoretical part, they first examined the very concept of social networks, their history and development. In the continuation, they presented the social networks Facebook and Instagram in more detail, and presented their advantages and disadvantages.

They briefly described other popular social networks Snapchat, TikTok and Pinterest. In the following chapters, they described the definition of digital influencers and the way in which collaborations with companies take place, and in doing so also highlighted some well-known Slovenians. They then explained the concept of digital advertising, presented an example and described the types and development of digital advertising.

Results

In the research part, they wanted to determine which social networks are currently the most effective for the use of marketing activities and to make a comparison of users' trust in products in the case where products are presented in an influencer's post or if they are presented in a company's post or advertisement. They helped answer these questions with a survey, calculations and an interview. After the completed research and interview, key differences in the effectiveness of the marketing method on the Facebook and Instagram networks were identified.

They obtained results that prove the effectiveness of the marketing method with influencers and confirmed the importance of analyses of new social networks and tools.