The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark.

Lingling Zhang

Studenteropgave: Speciale


Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to social media platforms. Results: Audience engagement and two-way communication increase customers interest in the content and can result in positive associations with the brand. Conclusion: Social media plays an important role in communicating with the large number of audiences and provides two- way communication medium for marketing campaigns. Key words: Social media platforms, Social media marketing, Destination marketing organization (DMO), VisitDenmark.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 sep. 2015
VejledereAda Scupola & Norbert Wildermuth


  • Social media marketing
  • Destination marketing organization (DMO)
  • VisitDenmark
  • Social media platforms