Online Branding for SMEs: Media types, Channels and their Effectiveness
(2014) BUSN39 20141Department of Business Administration
- Abstract
- This thesis aims to identify online branding channels used by SMEs and determine which of those channels are the most effective. For this, a quantitative study of four SME brands is conducted and their online branding efforts analyzed. The findings add to the existing theory in the field as well as propose a new framework for analyzing and classifying SMEs online branding channels. The gathered data reveals that SMEs use the following online branding channels: paid search, retargeting (remarketing), website, e-mail, referrals, social media and organic search. The most effective of these are found to be organic search and referrals.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4460249
- author
- Zakaite, Vaida LU and Dobilinskas, Audrius LU
- supervisor
- organization
- alternative title
- SMEs Online Branding
- course
- BUSN39 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Online branding, SMEs Branding, Branding channels, Branding effectiveness, Google Analytics
- language
- English
- id
- 4460249
- date added to LUP
- 2014-06-25 16:15:55
- date last changed
- 2014-07-01 03:43:38
@misc{4460249, abstract = {{This thesis aims to identify online branding channels used by SMEs and determine which of those channels are the most effective. For this, a quantitative study of four SME brands is conducted and their online branding efforts analyzed. The findings add to the existing theory in the field as well as propose a new framework for analyzing and classifying SMEs online branding channels. The gathered data reveals that SMEs use the following online branding channels: paid search, retargeting (remarketing), website, e-mail, referrals, social media and organic search. The most effective of these are found to be organic search and referrals.}}, author = {{Zakaite, Vaida and Dobilinskas, Audrius}}, language = {{eng}}, note = {{Student Paper}}, title = {{Online Branding for SMEs: Media types, Channels and their Effectiveness}}, year = {{2014}}, }