Social media

As consumers spend more and more time online and especially on social media platforms, businesses and non-profits tend to shift their marketing budgets from traditional television and radio advertising to social media channels. However, many companies are struggling with their online and social media presence.

To address these developments, we focus on investigating the mechanisms of social media use with a particular focus on social media users' perceptions and behavior. Specifically, our research focuses on topics such as privacy perceptions, mood, and social media user behavior. On the teaching side, we focus on discussing the value of social media in the context of overall marketing strategy, including such topics as social media maturity, hashtag and influencer strategy, content strategy, and social media campaign evaluation.

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