University of Twente Student Theses


Can niche players benefit from social media strategy?

Berg, B.J. van den (2015) Can niche players benefit from social media strategy?

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Abstract:Social Media enables companies to easier reach their customers and to address a large audience. But what if a niche player, with limited resources and serving a small market, enters the world of Social Media, does it has any benefits for such companies? The research will be conducted within a small construction company, based in the Netherlands. The company is specialised in the construction of large detached houses and villas. In terms of the benefits Social Media offers for niche players, the following can be conclude. Social Media certainly has benefits for niche players, but only when it is organised well and when pages have a certain amount of followers. Advantage of Facebook, for example, is a niche player can alert their small target audience following the company’s profile if there is interesting news, or to alert people there is on open house next month. In other words, a website is only a mean to present you as a business, while Social Media gives companies the opportunities to reach the people when they want. Besides, posting messages creates brand awareness, since messages are shared and further distributed on the Internet. In addition, and this is the most important benefit for niche players which are operating on Social Media; it provides opportunities to get into interaction with customers, which provides valuable information to the company and above all, message can be placed at very low cost, or even no cost, making Social Media one of the cheapest forms of marketing.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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