Title: The evaluation of social media effects on marketing communications: the UK consumers’ perspective.
Type: Graduation Thesis
Author: Giedrius Ivanauskas
“Purpose – The evaluation of Social Media as affective marketing communications tool and channel. The identification of consumer‟s profile of Social Media in the UK.
Design/methodology/approach – The quantitative research was conducted by arranging consumer survey among social media users. The deductive logic was used to verify the hypothesis.
Findings – The general UK consumer profiles were identified. The hypotheses were proven that social media can be a valuable tool and channel for marketing communications.”
School: London Metropolitan University
Degree: Master International Business and Marketing