Browsing by Author "Paasovaara, Rosanna"

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  • Social Media and User-Generated Content in Marketing Promotions
    (2024) Paasovaara, Rosanna
     School of Business | Bachelor's thesis
    This thesis examines the evolving landscape of promotions on social media, with a focus on user-generated content. A bibliometric analysis and literature review are conducted to explore key themes related to promotions on social media, such as word-of-mouth, integrated marketing communications, parasocial relationships and influencer marketing. The findings highlight the importance of including social media as a part of the promotional mix and IMC strategies. Managerial and theoretical implications are developed, in addition to identifying potential directions for future research.