Strategic Use of Social Media

This thesis, titled "Strategic Use of Social Media," provides an in-depth analysis of social media dynamics, with particular emphasis on the B2C hospitality sector, offering valuable insights for businesses operating in the Russian market. The introductory chapters establish the foundation by outlining the importance of social media and the possibility for collaboration with celebrities and influencers. Delving into the literature in Chapter II, the study explores the evolution of social media, various marketing methods, and advanced techniques for both B2B and B2C situations. Chapter III concentrates on the B2C hospitality sector, providing a comprehensive SWOT analysis and examining consumer behaviour, social media platforms, technology integration, and international perspectives. The conclusion summarises substantial findings, highlighting the primary objective of understanding the challenges and solutions in the B2C hospitality sector, specifically tailored for the Russian market. The evaluation of the Russian market illustrates the requirement of adaptable strategies that deal with the region's unique characteristics and challenges. Insights regarding social media interactions with incoming visitors, domestic travellers, and the Russian hospitality sector contribute to an improved understanding of this specific environment. The analysis further reveals a diverse range of techniques for building an effective social media presence on different social media platforms. Additionally, the evaluation of glamping pages provides a thematic focus, demonstrating innovative engagement methods while also underlining the adaptability and diversity of social media techniques within the broader hospitality sector. In essence, this thesis makes a substantial contribution to our understanding of social media dynamics in the B2C hospitality sector, while shedding light on challenges and opportunities specific to the Russian market. The assessment of glamping pages serves as a practical resource, highlighting the versatility and creativity required for successful social media campaigns in the dynamic and ever-changing hospitality industry.