The importance of social media and opportunities to reach young target groups via social media for start-ups Submission

Bachelor Thesis from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: How can new companies and start-ups use social media in the most effective way to gain the greatest possible advantage in terms of profit and customer loyalty? Are customers influenced by social media and to what extent can start-up companies benefit from these influences? This thesis shows how start-up companies can build their reach through the targeted use of social media. It will be compared if targeted online marketing gives companies an advantage over companies that do not use social-media-marketing. For this research, online surveys with young people, age 18 to 25 were conducted. Through this help new companies can learn how to gain an advantage over other companies, using targeted marketing to the company's target audience. For this work, young people are interviewed via online surveys and this also benefits companies that have young people as a target group. Social media is spreading and is much more influential today than five years ago. The popularity and number of visits to social-media websites is changing constantly. For companies this can result in a big advantage if they advertise on current used social media platforms. Companies always must be up to date (Kapoor, 2017). Current primary research results are used to ascertain which websites are most frequently visited by young people and which websites have the greatest influence on their buying behaviour. Companies can differentiate themselves from their competitors by using social media. By investigating social media strategies, the bachelor thesis summarizes both the stock of literature and the opportunities to gain competitive advantage through social media. The thesis is mainly aimed at young companies that do not have many years of experience in social media like large companies. In addition, it gives them a huge competitive advantage, possibly advantage over long-standing companies that use outdated social media techniques. By analysing the mentioned aspects, the overall focus lies on the following statement: How can start-up company reach more young customers with a specific use of social media to have a successful start in the business sector and build a relationship with the costumer in the long term?