The social media marketing platforms and their utilization by Hungarian ecommerce businesses
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | business marketing e-commerce Hungary internetmarketing marketing Social media |
| Online Access: | http://dolgozattar.uni-bge.hu/38744 |
| Kivonat: | Ecommerce businesses became more relevant over the past years experiencing over a 25% increase in turnover from 2019 to 2020 on average in Europe. The business model has a relatively low barrier to entry and a large potential for profit, so the market has also experienced an increase in the number of competing webstores. To stay profitable in such an oversaturated market, small and medium sized businesses have to market themselves as effectively as possible. There are many marketing tools available at their disposal like influencer marketing or search engine optimization, but most businesses choose social media marketing, since they are the most reliable. First, the thesis will aim to analyze the social media marketing platform utilization of Hungarian ecommerce businesses using primary research. Its other main task will be to determine whether or not the use of certain social media platforms influence the profitability and marketing spend of the company. The last objective of the thesis will be to determine whether, there are marketing platforms with great potential that are partially or completely neglected by Hungarian ecommerce businesses. To analyze the later, first the primary research data will be evaluated to see if the phenomena occur. If the assumption is correct secondary research will be conducted analyzing the capabilities of each major social media platform. Keywords: ecommerce, social media marketing tool use, platform use, business profitability, underutilized platforms |
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