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Bloggen: ett effektivt marknadsföringsverktyg?: en studie om bloggen som IT-strategi
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The background shows that since the consumption patterns constantly are changing and the Internet usage is growing it creates more opportunities for the companies to interact through new media. There are two ways to go for companies that intend to use social media as a marketing strategy, to be in the possession of their own information or get help from a third party.

Problem definition: What factors are important in the long term survival of the companies when choosing a social media?

Objective: The objective of this essay is to analyze and evaluate the personal blog and the company blog as an information technology strategy.

Method: The essay will have a hermeneutic and quantitative approach in the form of a survey.

Theories: Consumer Behavior, The Buying Decision Process, Involvement Theory, Business Concept, Branding, Total Communication Theory, Word-of-mouth/web and Service Profit Chain.

Empiric: The empiric will consist of the results from the survey.

Results: The result shows that the blog is effective as an information technology strategy however the companies should adapt their choice of blog to the products that they sell.

Conclusion: Important factors for companies that seek long-term survival are involvement, communication and loyalty. It is also important to use a relationship marketing approach.

 

Place, publisher, year, edition, pages
2009. , p. 74
Keyword [en]
Social media, blog, relationship marketing, transaction marketing
Keyword [sv]
Sociala medier, blogg, relationsmarknadsföring, transaktionsmarknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-3002OAI: oai:DiVA.org:sh-3002DiVA, id: diva2:286142
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-01-14 Created: 2010-01-13 Last updated: 2010-01-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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