|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Social Media Marketing: analisi empirica di una campagna pubblicitaria alternativa.|
|Titolo in inglese||Social Media Marketing: empirical analysis of an alternative advertising campaign.|
|Struttura||Dipartimento di Comunicazione ed Economia|
|Corso di studi||STRATEGIA E COMUNICAZIONE D'IMPRESA (D.M. 270/04)|
|Data inizio appello||2014-10-16|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2054-10-16|
Il presente elaborato sperimentale si muove attraverso l’ampia area multidisciplinare che caratterizza i Social Media con finalità applicative nel marketing.
This experimental elaborate moves through the large multidisciplinary area that features Social Media application in marketing purposes. It is recognized, especially through countless scientific papers, the importance of integrating social networks in the business environment, to meet the needs of a postmodern consumer evolved in the manner and in the options of consumption: this is an evolution of marketing that is expressed through the connotation of Marketing 3.0. Businesses should not help but recognize the power of new social media: they are highly contagious, viral, they can establish strong relationships with customers, they are easily measurable and promote business improvement. The aspect of innovative research moves on: publicizing a campaign concerning a film festival promoted on Facebook. The research question focuses on the identification and validation of the advertising message, on the validation of the tool in economic terms by measuring the return on investment, ROI. It will be understood that communicating with customers on social networks for marketing purposes, became new. Inclusive, social and engaging are the characteristics of an advertising message which increase functional of engagement. Facebook Insight has enabled the collection of data on every single headline published on the platform: reach, frequency, engagement are the metrics collected . The empirical analysis on the validation of the instrument was measured by questionnaires proposed to the real customer of multiplex which has adhered with the purchase of a ticket of "Rassegna da Oscar". The details of this analysis have allowed us to quantify the user - customer "conversion" and the return on investment resulting from the advertising campaign. ROI measurement campaign that bears not only a positive percentage, but it seems unthinkable and achieve amazing results for any traditional media. The implication arising from the empirical analysis will allow the company to realize the economic potential of social networks, identifying the right approach to relationships with customers as the target audience. The results will be the prerogative of other companies that will affirm the potential of the tool to carry out advertising campaigns, planned and measurable, in line with business objectives.