Marketing on Social Media Among BTC Companies: An Analysis of Marketing on Social Media

Sara El Ouamari

Student thesis: Master thesis


Nowadays, social media has become a mainstream phenomenon that is utilized by an extensively large amount of people, including companies, on a global scale. In this changed time of business communication, Danish BTC companies have realized the benefits and the importance of using social media as marketing platforms in order to reach consumers. Social media sites such as Facebook and Instagram are the top two platforms utilized by Danish BTC companies. Furthermore, some experts argue that the consumers prefer to buy a product that has been recommended by friends rather than to buy a product based on a TV commercial. Experts claim that the reason for this is the fact that traditional marketing is no longer as appealing as it used to be. Furthermore, consumers also find blogger-marketing much more believable compared to traditional advertising as the consumers view the bloggers as ordinary people, who give their honest opinion about the products they use. However, even though Facebook and Instagram have become important marketing tools for many Danish BTC companies, the platforms also create several challenges that companies face. On the basis of this, the following thesis focuses on how Danish BTC companies should promote themselves on Facebook and Instagram. In this regard, seven marketing strategies by Stephanie Agresta, B. Bonin Bough, Dan Zarrella and Alison Zarrella have been analysed in order to examine how companies could use Facebook and Instagram in their marketing approach. The analysis was based on the Danish furniture store JYSK. Furthermore, the analysis examines two Danish companies, namely Marokko Eksperten and J&M, in terms of the companies’ management of their Facebook and Instagram profiles. The analysis focuses on how the mentioned companies can obtain a successful social media marketing strategy, including how they should engage with the consumers in order to gain satisfied customers. Also, the suggested marketing strategies give the two companies the opportunity to reach a new and larger clientele, which meets the goal of the companies’ presence on social media. Moreover, the thesis also focuses on a comparison between social media and traditional marketing in relation to the consumers’ perception. Some experts argue that social media gives the companies the opportunity to see what the consumers think about the advertising of their products. On the contrary, some experts claim that traditional marketing can be combined with elements from social media, which will give companies the opportunity to reach both online and offline customers. Overall, although social media has become an important part of marketing, there are still some consumers who use traditional media. Hence, if companies have the requisite resources, they should utilize both traditional and social media in their marketing strategy in order to reach all potential customers.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2016
Number of pages154