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Marknadsföring i sociala medier bland skärgårdsföretag: En kvalitativ studie kring användning av sociala medier hos skärgårdsföretag inom projektet Archipelago Business Development
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology. Evelina Björninen.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Marketing in social media among archipelago companies : A qualitative study on the use of social media in archipelago companies within the project Archipelago Business Development (English)
Abstract [sv]

I Sverige och Finland har besöksnäringen vuxit med ett exportvärde som ständigt ökat. Dock är detta främst förekommande i storstäderna. På beslut av Sveriges regering och EU har utvecklingsprojektet Archipelago Business Development trätt fram, med uppdrag att stärka digital satsning i skärgården. I och med konsumenters tillgång till sociala medier och Wordof-mouth (WOM) bör företag ompröva sin marknadsföring. Studien syftar till att undersöka hur skärgårdsföretag marknadsför genom sociala medier, samt vilka för- och nackdelar som företagen upplever. Detta studeras genom kvalitativa intervjuer med projektledare inom ABD och skärgårdsföretag från Finland och Sverige som deltar i projektet. Resultatet visar på att det finns två generella typer av företag inom skärgården som i olika stor omfattning använder sociala medier för marknadsföring.

Abstract [en]

In Sweden and Finland, the tourism industry has grown with an export value that is constantly increasing. However, this is mainly occurring in the big cities. From a decision of the Swedish government and the EU, a development project called Archipelago Business Development has emerged. The project has the task of strengthening digital investment in the archipelago. With consumers' access to social media and Word-of-mouth (WOM), companies should re-examine their marketing strategy. This study aims to investigate how companies in the archipelago social media in their marketing, and what pros and cons the companies experience. This is studied through qualitative interviews with project managers within ABD and companies in the archipelago from Finland and Sweden participating in the project. The results show that there are two general types of companies in the archipelago that use social media for marketing to varying degrees.

Place, publisher, year, edition, pages
2018. , p. 47
Keywords [en]
Social media, WOM, eWOM, tourism, marketing
Keywords [sv]
Sociala medier, WOM, eWOM, turism, marknadsföring
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-38025OAI: oai:DiVA.org:sh-38025DiVA, id: diva2:1306242
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2019-04-23 Created: 2019-04-23 Last updated: 2019-04-23Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf