Market Communication for small breweries in Finland : An overview of commonly used social network platforms
Year: 2018
Type: dissertation
Abstract: The amounts of small breweries in Finland have been growing at a rapid pace, yet the to-tal market share of the 130 small breweries is still less than 5% in the country. This points out the need to differentiate yourself from the competitors. Small breweries often have a limited budget and the social network platforms have been found to be suitable platforms to communicate with customers. The aim of the thesis is to find how market communica-tion in the form of producing interesting content can be a useful method to differentiate yourself from the competitors and making your product known and creating awareness of your company. How do small breweries communicate with people through social media? What kind of content is posted on the different platforms? The method is to analyze the content produced on 20 small breweries social network page by grouping posts into cate-gories and looking at ratios of comments, likes, amounts of followers. The study is not considering Search Engine Marketing and advertising as they are beyond the scope to discuss here. The theory discusses the Finnish Alcohol Law, Branding, Social Networks and what kind of content makes people engage with the company. The expected results point out that a range of different content styles, ranging from text, pictures, video, blogs can be useful to reach a wide range of people.
Source: Theseus (Ammattikorkeakoulujen)
Author: Tommi Helmisaari
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2891439976