Digital marketing και branding σε εταιρείες τεχνολογίας και μόδας : μια εμπειρική προσέγγιση
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Keywords
Digital marketing ; BrandingAbstract
Digital marketing and branding have evolved rapidly in recent years, having influenced and changed the way businesses operate. The purpose of the thesis is to comment and analyze the concepts and strategies associated with these two areas. Moreover, compare strategies followed by technology companies versus ones that are focused on the fashion industry. This aims to examine whether one company with technology knowledge has advantage over another from a different industry and in what way. For this reason, two companies acknowledged in their fields have been chosen, Apple and H&M. The research section will involve a comparison of the social media of these two companies regarding Facebook and Instagram. At the end of the thesis a conclusion will be made regarding the original mentioned question.