Social Media strategies are an integral part of the Indie Record Labels overall marketing strategy as non-expensive marketing alternative that provides adequate tools in reaching, targeting, attaching and attaining consumers. Social Media platforms enable Indie Record Labels with various possibilities in nurturing the dimensions of consumer engagement (cognitive, affective, social-interactive and behavioural) as a basis of developing a positive and humanised brand relationship. This master thesis provide a comparative analysis of Social Media strategies used by Café del Mar, Buddha Bar and Cafe De Anatolia on Social Media Platforms (Facebook, Instagram and Youtube) as a chosen Indie Record Labels that are successful in the use of Social Media marketing tools in maintaining an overall consumer engagement with their global fan-base. In order to prove that the three Indie Record Labels use similar Social Media strategies, yet they show different outcomes in maintaining consumer engagement, a selected sample of the main stakeholders of consumer engagement is examined i.e. consumers and insiders of Indie Record Labels businesses. The examination is based on the techniques of structured and unstructured interviews as a basis of integrated qualitative approach in order to increase the reliability and certainty of the research findings. Our findings approve that Indie Record Labels use the same Social Media strategies i.e. transactional and relationship strategy, yet with a different marketing focus, whereas Café del Mar use double- , Buddha Bar use triple- and Cafe De Anatolia use a comprehensive focus. Differences are found in the quantity of sharing content on Social Media, personalisation, critics and suggestions acceptation, social-interaction, responsiveness and handling the situation with the COVID-19 crisis that mostly depends from the level of IRLs development, location and brand image.
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