| Abstract [eng] |
This master's thesis examines the impact of social media platform value components on business growth. The relevance of the study emerges from the rapid expansion of social media in business and contradictory scholarly assessments of their impact on business results. Although over 2 billion people worldwide use social media platforms, their effectiveness in business growth context is evaluated ambiguously. The aim of the study is to identify company's social media platform value components and their impact on business growth. The objectives include revealing the concept of value components, clarifying business activity and growth measurement methods, determining social media contribution to business growth, and examining the importance of their value components based on managers' perspectives. The theoretical part analyzes value components from customer and organizational perspectives. Functional, social, epistemic, emotional, and conditional value components are distinguished. Business value measurement is revealed through traditional financial indicators and modern integrated evaluation models such as Balanced Scorecard (BSC) and EFQM. Business growth is examined in the context of evolutionary model, distinguishing five growth stages from company establishment to maturity. Social media components affecting business growth include search engine optimization, "wow" communication, viral marketing, interactivity, accessibility, and low costs. However, scholars also point to threats: loss of communication control, negative comments, difficulties in measuring precise impact. Qualitative research methodology was chosen for the study, using structured interviews with 10 e-commerce company managers. Through criterion sampling, informants representing companies of different sizes and business nature, actively using social media for at least one year, were selected. Research results revealed that social media significantly increased business value in all examined cases. Informants reported 20-60% sales growth, improved customer retention (41-68%), increased brand awareness (12-45% in target audience). Social media enabled more effective target audience reach, reduced customer acquisition costs, and increased return on investment up to 3.5 times. Main social media aspects contributing to business growth: educational content, authentic communication, user engagement in content creation, targeted advertising, live broadcasts, and micro-influencer collaboration. User engagement in brand communication through social media exceeded traditional channels by 3-5 times. Social media stimulated business modernization: e-store adaptation for mobile devices, CRM system implementation, artificial intelligence solutions for content optimization. In most companies, the number of employees increased (3-8 employees), especially social media specialists. Intangible asset value increased by 15-30% of total business value. Follower bases, content archives, customer data became strategic assets. However, need for new competencies emerged: data analytics, video content creation, community management, crisis management on social media. The study conclusions confirm hypotheses about positive impact of social media on business growth. Most effective components are "wow" communication, viral marketing, and search optimization, increasing product awareness. Social media not only increase sales but also change business models, require new competencies, and form long-term competitive advantages. Practical recommendations for business include systematic social media strategy development, investments in specialist training, authentic content priority, and continuous adaptation to changing algorithms and consumer behavior. |
