Therefore, in this Master thesis report, we will aim at improving the understanding of
the business benefits of Social Media Marketing. In order to determine our problem
statement, we will define the basic assumptions by answering the five ‘Ws’.
What are the benefits of Social Media Marketing? – We will analyze in details the
benefits of Social Media Marketing for businesses and the main techniques used to
achieve these benefits.
Who are the main actors when looking at the business benefits of Social Media
Marketing? – Obviously, the main actors are the businesses, mostly SMEs, but it is
also relevant to take into account their customers and audience.
Where is Social Media Marketing taking place? – Social Media Marketing belongs to
the World Wide Web. Consequently, Social Media are part of the global marketing.
When is Social Media Marketing taking place? – Social Media Marketing has been
developing itself since the Internet was launched. However, Social Media Marketing
is a relatively recent notion, especially when focusing on the business perspective.
Celine ARCA
Master of International Marketing
9
Why is Social Media Marketing important for businesses? – Social Media Marketing
has become a powerful marketing technique for businesses, thanks to its cheap costs
and high promotional effects.