SMM аs а Tool to Promote Products on the Drinking Water Market: Master’s thesis / Elizaveta Bobok; Faculty of Economics; Department of International Management; Scientific supervisor Elena Karpenka

Abstract

The object of the research is the tools of SMM and the possibility of their use to promote the product on the market. The subject of the research is the development of SMM-strategy for the promotion of Borovaya water on the bottled water market of the Republic of Belarus. The purpose of the research is to analyze the features of SMM-promotion in the world and Belarus and to develop effective methods of product promotion in social networks. Methods: collection and analysis of literature (analysis of theoretical material), analysis of relevant Internet materials, system analysis, comparative analysis, observation, synthesis. The main idea of the master's thesis is very relevant at the moment, as according to the report of the international agency We Are Social, more than 40% of Belarusians are active users of social networks, and every year this number increases significantly. This fact becomes a tempting opportunity for companies to "make friends" with their clients and gain the loyalty of their target audience. That is why it is so important to be present in social networks. People find it harder to please, to talk to buy, and here they are in the comfort zone. For this reason, it is also important to take into account the subtleties of all promotion opportunities and try to apply them correctly and effectively. The practical significance of the master's thesis is to develop an effective strategy for brand promotion in social media. The results of the study can be used by the company in the course of current marketing activities in order to organize its effectiveness and start the SMM-campaign.