Samenvatting

Company A offers different product types: comfort en luxury. Company A has concluded that the sales of the category luxury is lower than the category comfort. There are different ways concerning online marketing to raise this sale. This research focusses on social media. The primary purpose of this study is to determine what Company A should do on social media to raise more sales for the luxurious products.
The following results are based on research and interviews with the target group. The target group of Company A is divided in groups. At this moment Company A only focusses on social media on three of these groups. Looking at the luxurious products group A is most likely to buy these luxurious products. Therefore the research was focussed on this group. The interviews were mainly focussed on the use of social media by the target group and the interests and needs of this group. The results show that Facebook, Twitter and Instagram are most commonly used by this group. Thereby Facebook, Instagram and Youtube are most commonly used in the orientation phase of the consumer (the phase before actual purchase). The large majority of the respondents has indicated news, inspiration and discount as the most attractive content on social media.
Other data for this study was collected by analysing the social media activities of the competitors. This research was focused on the success factors of the competitors. On the basis of the results it can be concluded that Company A needs to upgrade the level of reach on the social media channels, improve the quality of the content and reaching more engagement (likes, shares and comments). The results provide some support for the theory of Sjef Kerkhofs en Robbert Gangadin (2012). This theory suggests that improving your reach, creating relevant and attractive content and reaching more engagement will lead to conversion.
Based on these results it can be concluded that Company A should focus on group A while accomplishing the three factors that will lead to conversions of the luxurious products: reach, engagement and content. Therefore the recommendations are:
- Company A should focus on the interests and needs of group A while creating content for the social media channels.
- Company A should focus on raising awareness of group A, improving the quality of content aimed at group A and raising the engagement rate.
- Company A should focus on the social media channels Facebook to reach group A during the phase before actual booking.
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