| Abstract [eng] |
With the beginning of social media era, more and more important is influence on different areas (both business and individuals) made by social networks. Various marketing companies worldwide the power and impact of social networks have found relatively long ago and are using its advantages successfully. Meanwhile in Lithuania social media and social networks era is just beginning and, although, lately there are more and more talks about this issue, various studies are carried out, however, there are no studies related to the specific network usage for concrete segments marketing. There were some attempts to do them, but those studies are fragmented and more amateurish than scientific. Therefore, the theme of this paper („Social network „MySpace“ usage for bands marketing“) is studied very little and superficially, but it is relevant for its novelty and serious data which are gotten form the research. This topic in Lithuania was borne away only in recent years, when more and more business and non-profit organizations launched to use social media and social networks for their marketing. These tools are probably the easiest way to reach target audience (especially if the target audience are young people) and to get a substantial block of different information. Master paper’s object is Lithuanian bands that have profiles in „MySpace“ social network. The aim of the study is to highlight the features of social network when it is used as Lithuanian bands marketing tool. Tasks: to explain the concepts of social media and social network; to disclosure how marketing tools displays in social network; to analyze Lithuanian bands profiles located in „MySpace“ social network when looking from social network as marketing tool perspective; to do a research on „MySpace“ social network users opinion, which would determine if a profile in social network has influence on their decision to buy and how they identify bands profiles located in social network; to do a survey on Lithuanian bands who have profiles in „MySpace“ social network opinion and to find out their view about the usage of social network as marketing measure. Scientific literature review and integrated research led to the conclusion that social network performs a minor role in Lithuanian bands marketing tools spectrum. But in the near future social network as marketing communication tool usage should extend as this measure calls for small financial resources, it is not affected by time, space and content restrictions. The fact that bands are going to social networks is closely linked to the growth trend, moreover, today it is one of the most effective ways to reach the target audience, receive various information about it and, ultimately, to influence its behavior. However, the effectiveness of social network as marketing tool to reach bands purposes depends on bands cultivation. Anyway, other community members who write positive speeches, attitudes in the form of comments, do the greatest impact for community in social network. When looking to the future, it is clear that social networking as a marketing tool meaning in the artists’ world will grow but for such measure to be functional enough it is important to ensure that bands will participate in social network regularly, there will be mutual communication support as well as new and reliable information. Not less important are profiles visual image, originality and modernity. |
