This dissertation, broadly speaking, deals with the digital marketing of the famous
Heineken beer company, with a special emphasis placed on social media. Chapter by
chapter, this project moves on from providing general background on the Internet, its
use on marketing, the traits and characteristics of consumer behavior towards online
advertising and Heineken, with an emphasis put on social media, as well as data
management and exploitation.
The dissertation then moves on to empirical research, which is carried out through
questionnaires. The questionnaires were handed out and filled in by a more than
adequate groups of respondents, who answered questions on social media, social
media marketing, electronic word of mouth, brand loyalty and purchase intention.
Then the spotlight is placed on purchase intention and whether it is possible to
enhance it via the factors formerly mentioned. The findings indicate that almost all of
the aforementioned variables are able to boost purchase intention, either in a direct
or, rarely, in an indirect manner.
Collections
Show Collections
