Lok, Hoi IanHoi IanLok2025-11-202025-11-202025-09https://dspace.usj.edu.mo/handle/123456789/6651In this thesis, I focus on the digital marketing strategies of the company Canaan Education. We analyze how effective online advertisements are when the company to be promoted pays for them. In this way, we illustrate and analyze the changes on the number of views vs. time for different announcements done through the platform of Meta. We then construct a dynamical model explaining the dynamics of the system. The dynamical model implies the construction of the Lagrangian, which contains the dynamical variables as well as the free-parameters of the system. We interpret the different variables and parameters correspondingly. This analysis is important because here we are deriving a general model which can be applied to any organization. The model is also independent of the digital platform used for announcing the advertisements. The dynamical equation emerging from the Lagrangian explains the phenomena of saturation, observed in the long term when an advertisement is posted. The model also explains the initial outbreak or propagation of the advertisement and how the payments per advertisement affect the dynamical behavior through the free-parameters of the system. Under this analysis, we could explain why paid announcements have a larger number of views as well as other details related to this dynamic behavior.enDigital MarketingLagrangianEducational institutiontext::thesis::master thesis