University of Twente Student Theses
Shaping Societal Impacts of Digital Marketing Campaigns
Prodromou, Kyriaki (2024) Shaping Societal Impacts of Digital Marketing Campaigns.
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| Abstract: | This study explores digital marketing by analysing five datasets covering digital campaigns for various business offerings from 2019 to 2024. The analysis focused on the success and engagement of these campaigns, utilising programming tools such as data visualisation and network analysis. These methods were chosen to handle the large datasets involved, with the results showing graphically or statistically which marketing campaigns are most successful based on their clicks, shares, comments, or other interaction metrics. The goal is to help determine each business's optimal platform and audience, aligning with product preferences and search behaviour. In addition, it compares the changes in offers and preferences during this period and discusses them based on the examined theoretical framework. The examination period is significant for the digital marketing sector, as it encompasses the shift to online shopping and inspiration following the COVID-19 lockdown. Exploring how interests have evolved, what has changed, and what has driven these changes. Additionally, this investigation aims to help businesses target and identify their audience and find ways to engage them based on up-to-date data relatable to any business or target group. Businesses can gain a better overview of which target group (by gender and age) is interested in their offerings and which platform to focus on; understanding the reason for this change over the years and why individuals look for something else, they can find ways to approach them and make their product more attractive, as a result in business they will maximise their income and sales and be more successful. |
| Item Type: | Essay (Bachelor) |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 54 computer science |
| Programme: | Business & IT BSc (56066) |
| Link to this item: | https://purl.utwente.nl/essays/100999 |
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