| Abstract [eng] |
Social media has a significant role in our social life and takes a large portion of our time. This technological revolution has also affected the business sphere. After providing consumers with more control on social media platforms, entrepreneurs were forced to use overt as well as subliminal marketing strategies. This master thesis covers what linguistic, visual and other persuasive means marketers use in overt and subliminal strategies and what are their intentions. To simplify the research process of this extensive field, hotel business platform was selected for the analysis. Linguistic, visual and persuasive means are used in hotel business social media marketing strategies. Analysis was accomplished from two perspectives – overt and subliminal strategies. 172 linguistic and 407 visual advertisement examples were collected from overt strategies. 25 sources from subliminal strategies were distinguished into three areas – user-generated content, social media contests and campaigns and influencer marketing. In this systematic review two methods were used – analytical and descriptive. Hypothesis, that linguistic, visual and persuasive means are used in hotel business marketing strategies, was approved. However, as these means individually convey a certain meaning, the value unfolds only in their combination. |
