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Digital marketing and its effects on Start-up business
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to research the value and influence of digital marketing on the competitive establishment of start-up companies. The research would further explore whether digital marketing can have a substantial effect on the growth of start-ups, enhance brand recognition, gain consumer loyalty, and strengthen customer relationships. This concept has not been previously researched and the only related study we find was the correlation between social media and innovation in start-ups, which indicates that social media has a positive effect on innovation in start-up companies. 

 

The research used a qualitative research approach in which 5 start-up firms were interviewed using a semi-structured interview as the primary data collection method. The research also used secondary data collected through peer-reviewed articles, journals, and websites.

 

The study concludes that digital marketing is recognized as a creative and efficient way of obtaining, sustaining, and establishing customer relationships. Online channels and platforms, such as websites, industry-specific outlets, and forums, have been identified to be the most beneficial for start-ups. It also suggests that a fresh start-up can develop substantially through digital marketing by creating brand awareness, building trust, and building consumer awareness. However, most of the start-up companies hesitate implementing digital marketing strategies at the beginning of the company’s establishment.

 

Our findings will assist other start-ups to consider digital marketing for their marketing strategies. Recommendations for further studies are a related but perhaps more detailed study in Sweden and UAE, together with a study in a country other than Sweden and UAE.

 

Place, publisher, year, edition, pages
2020. , p. 56
Keywords [en]
Start-up, digital marketing, brand awareness, building trust, consumer awareness
National Category
Humanities and the Arts Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-35217OAI: oai:DiVA.org:hig-35217DiVA, id: diva2:1526073
Educational program
Business administration – master’s programme (one year)
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Examiners
Available from: 2021-02-11 Created: 2021-02-05 Last updated: 2021-02-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf