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Online Branding for SMEs: Media types, Channels and their Effectiveness

Zakaite, Vaida LU and Dobilinskas, Audrius LU (2014) BUSN39 20141
Department 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.
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author
Zakaite, Vaida LU and Dobilinskas, Audrius LU
supervisor
organization
alternative title
SMEs Online Branding
course
BUSN39 20141
year
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}},
}