Research Paper (undergraduate) from the year 2012 in the subject
Communications - Public Relations, Advertising, Marketing, Social Media,
language: English, abstract: Foranije SE is a start-up of ten student of
Fontys International Business School Venlo. From December 2012 the
company will produce and sell pillow cases divided in the three product
lines "Morning After", "Spotlight", and "On My Mind" under the head of
the brand PillowU. While the target group mainly contains young people
in the age of 14 to 29 living in Germany, an online shop enables
customers from other regions to also buy the products. As the main aim
of the company is to gain hold in the market within the limited time in
business (until summer 2013), a rapidly growing consumer base is needed.
Customers are believed to not buy several products, following that the
off-line target group is too small to contain the necessary number of
potential buyers. Therefore, the company concentrates on online
customers. A viral effect is hoped to occur by the use of social media
as suitable to the target group's preferences. Since the financial
success of the entire enterprise relies strongly on this viral growth of
fans, it is of utmost importance to find out how Foranije can ensure
this viral effect to occur. Facebook is the most important tool for the
company. Not only is the experience of the relevant members of Foranije
large enough, also it is the most appealing way of communication for the
target group as it is free, easy to integrate in the user's everyday
life, and offers a wide range of possible content. This content may be
divided into two categories: written- and visual posts. Having defined
visual posts as the area of research, mainly because of the large amount
of potential content, such as videos, images, photos, or polls, the
detailed research question is concerned with the details of Foranije's
visual content. The final outcome of this report gives the best way the
online section of the mar
