sh.sePublications
Change search
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
Smittsam marknadsföring i sociala medier: En studie kring hur två organisationer marknadsför sig interaktivt i sociala medier
Södertörn University, School of Communication, Media and it.
Södertörn University, School of Communication, Media and it.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Contagious marketing in social media : A study about two organizations' interactive marketing in social media (English)
Abstract [sv]

I denna uppsats undersöks två svenska ideella organisationer utifrån hur de marknadsför sig i sociala medier. Utgångspunkten ligger i olika teorier om hur Internet i och med Web 2.0 blivit en plattform för social interaktion och vilka sociala medier som når ut till många människor. Fokus ligger både på hur organisationerna resonerar kring marknadsföring samt vilka användarbeteenden som finns och hur dessa kan påverka den virala spridningen av marknadsföring på Internet. För att få en inblick i detta har vi utfört intervjuer med representanter med ansvar för sociala medier i de två organisationer som undersökts samt utfört kvantitativa datainsamlingar där vi fört statistik över organisationernas utveckling i de sociala medierna sett till siffror. Utifrån teorier om olika aspekter kring sociala medier samt den kvalitativa och kvantitativa datan har vi kunnat se mycket som pekar mot att sociala medier idag är framstående när det gäller marknadsföring på Internet.

Abstract [en]

This essay investigates how two nonprofit Swedish organizations market themselves in social media. The foundation is different theories about how Internet in connection with Web 2.0 has become a platform for social interaction and theories about what social media is prominent in terms of reaching out to many people. This essay focuses both on how organizations experience marketing in social media, what user behavior can be distinguished and how it might affect the viral spread of the organizations’ publications online. To gain insight, we performed interviews with representatives who are responsible for the organizations’ social media, and performed quantitative data gathering, in which we conducted statistics on their development in social media in terms of numbers. Based on theories about various aspects of social media and the qualitative and quantitative data, we could see several aspects that indicate that social media are outstanding when it comes to marketing online.

Place, publisher, year, edition, pages
2011. , 52 p.
Keyword [en]
Social media, interactivity, marketing, Web 2.0
Keyword [sv]
Sociala medier, interaktivitet, marknadsföring, Web 2.0
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-15090OAI: oai:DiVA.org:sh-15090DiVA: diva2:484654
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Available from: 2012-01-27 Created: 2012-01-27 Last updated: 2012-01-27Bibliographically approved

Open Access in DiVA

smittsam marknadsföring i sociala medier(845 kB)504 downloads
File information
File name FULLTEXT01.pdfFile size 845 kBChecksum SHA-512
799db41ef06aba3faab02d9ee125d7e803a000a4a54bab87f2f3683ee567888e840e84e303a8ce8839f6bff92fdf867df5424a29c9846fa9902eb6ec06519059
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Elf, JohannaAndersson Lööv, Rebecka
By organisation
School of Communication, Media and it
Media and Communication Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 504 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 846 hits
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