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Social Media Marketing as a Part of the Relationship Marketing Concept

Student: Anastasiya Kostyukhina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

The concept of relationship marketing is one of the most promising areas of modern marketing in the era of perpetually developing markets and consumers’ conscious attitude towards the processes of goods’ choice. The purpose of the study is to analyze social media as a component of the relationship marketing concept on the different levels. While communicating with the audience through social media channels, brands can improve the quality of the product or service and increase level of trust among the customers. Social media marketing, as a part of the relationship marketing concept, gives the consumers a chance to feel involved and to understand their importance for the brand. Our research shows perspectives of using social media platforms as a stable link with the customers. The study is focused on peculiarities of consideration of social media as a component of the relationship marketing concept, demonstrates the positive influence of high-quality social media marketing strategy on making-a-purchase desire and provides with the latest information on relationship marketing principles’ implementation through social media channels in Russia. The study contains analysis of theoretical foundations of the concept of relationship marketing and social media as its’ part, shows evaluation of successful cases of using social media as a tool of the relationship marketing concept, provides with exploration of specifics of the Russian social media market, offer consideration of the main indicators of the effectiveness of social media and submit determination of the Russian audience’s attitude to brands in social media, based on results of the conducted online research.

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