Relevant bibliographies by topics / Social media – Marketing – Case studies / Dissertations / Theses
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Dissertations / Theses on the topic 'Social media – Marketing – Case studies'

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Published: 10 December 2022
Last updated: 29 January 2023

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1

Fridolf, Malin, and Alem Arnautovic. "Social Media Marketing : A case study of Saab Automobile AB." Thesis, Högskolan Väst, Institutionen för ekonomi och informatik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-3379.

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Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers’ to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinio
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Kallur, Martin. "Queer Love in Social Media Marketing : A Case Study of Same-Sex Couple Representations in Watch Brand Daniel Wellington’s Social Media Channels." Thesis, Linköpings universitet, Tema Genus, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-152000.

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On Valentine’s day 2018, Swedish watchmaker Daniel Wellington posted a photo of a gay male couple followed by a caption celebrating the love between the two subjects. The photo was posted to the brand’s Instagram account reaching an audience of four million followers. The brand’s followers responded with great amounts of engagement ranging from excitement and support for featuring a same-sex couple, to almost equal amounts homophobic disapproval. This thesis, a case study of Daniel Wellington’s social media and social media staff, examines the effects of including same-sex couples in social me
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Nguyen, Viet Hung, and Zhuochuan Wang. "Practice of Online Marketing with Social Media in Tourism Destination Marketing : The Case Study of VisitSweden, Sweden." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-9261.

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Purpose: The paper seeks to provide insights into the application of internet communication technologies with social media in tourism industry from the perspectives of destination marketing organizations (DMOs), evaluating their effectiveness for tourism destination marketing management. The specific purpose is to uncover the important role online marketing with practice of social media to build the destination brands and engage the audience to reach potential visitors. Design/methodology/approach: Qualitative case-study method generates understanding of approach on digital innovation in DMOs’
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Demishkevich, Maya. "Small Business Use of Internet Marketing: Findings from Case Studies." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1340.

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Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and h
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Shiflet, Matthew. "Viral Marketing: Concept Explication and Case Studies in the Video Game and Esports Industries." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1555957153106043.

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Halilovic, Dzenana, Evelina Samuelsson, and Louice Jonson. "Facebook in the Banking Industry : A Case Study in SEB, Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15598.

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The technological progress the world is experiencing has also changed the way banking is done in Sweden today. One tough challenge for the banking industry is the moderately homogenous products and services they offer, which make banking particularly exposed and sensitive to customers and their switching behaviour. The purpose of this thesis is to investigate what the role of Facebook is in relationship marketing within banking, a case study in SEB, Sweden. The theoretical framework is focusing on three major parts for this paper. Bank marketing involves ways of marketing and segmenting a bank
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Chang, Chia Yu. "Visualizing brand personality and personal branding : case analysis on Starbucks and Nike's brand value co-creation on Instagram." Thesis, University of Iowa, 2014. https://ir.uiowa.edu/etd/1304.

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This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore
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Al, Saqer Layla Hassan. "Promoting social change in the Arab Gulf : two case studies of communication programmes in Kuwait and Bahrain." Thesis, University of Stirling, 2006. http://hdl.handle.net/1893/200.

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The thesis presents rich empirical analysis of the role of public relations in facilitating participation in social change in the Arab Gulf. The focus is on what public communication approaches are used and how they are regarded from the perspectives of the key social actors. It presents an historical and sociological background of public communication and media in the Arab Gulf. Moreover, it provides in-depth analysis of two empirical case studies in the Arab Gulf: Ghiras, the national drugs prevention programme in Kuwait, and Be Free, the voluntary anti-child abuse programme in Bahrain. This
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Marjamäki, Petra. "Sortering, samhälle och sociala medier : En kvalitativ fallstudie av ett kommunägt företags kommunikation på Facebook." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-119217.

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Title: Recycling, society and social media: a qualitative case study of a municipally-owned company’s Facebook communication. The aim of the study has been to, through a case study of a company’s Facebook communication create understanding for how the medium may be used as communication channel in order to achieve effective, engaging communication with the company’s Facebook followers. The company Stormossen is a municipally-owned waste disposal company located in Kvevlax, Finland. The study uses a mix of the theoretical perspectives intentionalism and hermeneutics, in that its aim is to look
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Kljucanin, Nermin, Said Shahbazi, and Pouyan Pourjanekikhani. "Social Media Marketing : Social media impact on brand awareness in the case of Husqvarna Sverige's customers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18413.

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The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact witho
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Wang, Yunchun, and Anna Ivanova. "Social Media Strategy in the Chinese Market : Weibo Platform Case Study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230193.

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Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abdu
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Gu, Mini. "Engaging Museum Visitors through Social Media: Multiple Case Studies of Social Media Implementation in Museums." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1325275682.

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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.

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Problem:  Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them.   Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through
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Lupo, Crystal Victoria. "Social Media Marketing Strategies in Landscape Industry Small Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5095.

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Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchan
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Colliander, Jonas. "Socially acceptable? : exploring consumer responses to marketing in social media." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1930.

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Gårlin, Pehr, Max Johansson, and Rickard Rehnström. "Marketing a brand in social media : A case study with Hide-a-lite." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16108.

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Granholm, Madelene, and Sofie Windh. "Social media marketing : How does your company interact with customers?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15795.

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The purpose of this thesis was to gain an understanding of how the use of social media can build customer relationships and how interactions in these communication channels can be managed and optimized. A qualitative and deductive method was chosen for a deeper, more detailed and descriptive explanation of the considered topic. Three case studies have been implemented since this method was optimal to the purpose. Creating customer relationships through social media demands an understanding from a company perspective regarding how to treat customers well, encourage interactions and offer valued
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Stuebs, Susanne Stuebs. "Social media framework for the destination Usedom : How to create awareness and dialogue by using social media for the destination Usedom taking into account the new Usedom WelcomeVisitor Centre." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6760.

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Purpose – Target of this study is to develop a social media framework, the essential “ingredient” for a social media concept for the destination Usedom. The following question is in the centre of this investigations attention:  How to create awareness and dialogue by using Social Media for the destination Usedom taking into account the new Usedom Welcome Visitor Centre that will be open 2011? Methodology/approach – Mainly, an observational approach as research method is used to answer the research question, collecting empirical data not by questioning respondents, but by observing different fo
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Dyachkov, Konstantin. "The role of modern mobile and social media communications : Case of SMEs’ marketing activities." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-34843.

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Background: In today’s world mobile marketing and social media marketing are playing a significant role. The reason for this is a global digitalization that effects a lot of interactions between clients and organizations. In that situation small and medium-seized enterprises (SMEs) are challenged to exist and generate revenue. Huge corporations also observe the change in the business landscape, however it is much easier for them to adapt as they have way more resources and expertise concerning marketing in ‘digital era’. As the market becomes more competitive SMEs have to act wisely, but they
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El-Tahan, Samir, and Daniela Poblete. "Social media use in B2B context : A multi-case study on the use of social media by B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65203.

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In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has b
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Kang, Esther. "'Who knows what' vs. 'who knows who'| Strategic content seeking in social media." Thesis, State University of New York at Buffalo, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3714618.

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<p> The ubiquity of social media has enhanced consumers&rsquo; ability to stay in touch as well as save and access information about others at will. This easy access to information on social media has the potential to change the way consumers seek and remember information. This dissertation sheds light on how information accessibility on social media shapes users&rsquo; cognitions. Using a professional social network context, we examine two types of information that consumers pay attention to &ndash; content (i.e., &lsquo;who knows what&rsquo;) and connections (i.e., &lsquo;who knows who&rsquo
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Freij, Martin, and Andreas Gartnell. "Political Parties in Social Media : A case study of political parties’ crisis management in social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35242.

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Title: Political Parties’ in Social Media - A case study of political parties’ crisis management in social media Introduction: The emergence of social media platforms has transformed how organizations communicate with stakeholders. The concept of social media is top of agenda for many business executives today. While some argue social media to provide unique opportunities for organizations, others argue the opposite. The rise of social media enables crises to escalate, implying that organizations need to have well-established crisis management strategies. In the Swedish election of 2014, socia
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Muzaffar, Aneela. "COVID-19 pandemic and social media : The Swedish case." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42418.

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This thesis explains the role of social media in the COVID-19. It also discusses that what does the Swedish social media users think about the behavior of Sweden in this crisis situation. In depth interviews were conducted and results were analyzed qualitatively.
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Yuanxin, Ma, and Pittana Noichangkid. "Bored with Ads? : A Study Investigating Attitude towards Social Media Advertising." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-44402.

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Vu, Thi Phuong Quynh, and Thi Thu Trang Vu. "The Impact of Social Media Marketing on Brand Loyalty : Case Study of Samsung Smartphones in Vietnam." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52718.

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Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective driver to influence the customers’ buying behaviours and loyalty. Since its emergence in Vietnam market, Samsung smartphone brand has secured a considerable market share in this country and has activated some social media platforms to stay connected with its customers. Though the social media marketing activities and their impacts on brand loyalty have been studied by a number of researchers, the specific case of the smartphone industry
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Poo-Im, Phanugorn, and Sangkan Savaikiat. "Cultural influences on the social network marketing effectiveness : A case Study in Thailand." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14999.

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UNIVERSITY Mälardalen University (Mälardalens högskola) School of Sustainable Development of Society and Technology COURSE Master Thesis in Business Studies with Specialization in International Marketing COURSE CODE EFO705 TITLE Cultural influences on the social network marketing effectiveness: A case study in Thailand. RESEARCH QUESTIONS How does collectivism influence the effectiveness of social network marketing? PURPOSE OF THE STUDY The purpose of this thesis is to investigate and analyze whether the cultural dimension of collectivism among Thais has an influential impact on the effectiven
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Omolloh, Appolloh. "A Case Study on Social Media as an Effective Management Tool." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6362.

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In small businesses in the United States, specifically those with fewer than 10 employees, leaders may be skeptical of and resistant to the use of social media in their management operations. Management literature does not indicate clear and effective guidelines and policies detailing small marketing firms use of social media. The purpose of this qualitative case study was to explore the perceptions of small marketing firm leaders about the resources and knowledge needed for effective use of social media as a management tool. Emerson's social exchange theory grounded the study. The study targe
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Khurshudyan, Eliza. "Social Movements and Social Media : the case of the Armenian 'velvet' revolution." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-169816.

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Depending on the political environment, economic, cultural and social factors, the digital era provides new opportunities and constraints for mobilization of social movements.The current research was focused on exploring how protest leaders and activists used and perceived social media as a tool for communication and organization during the movement “take a step, #RejectSerzh”; a series of peaceful, anti-governmental protests which led to a shift of governmental power in Armenia. Prior work dedicated to unpacking the relationship between social movements and social media have focused on a few
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Saari, Joonas, and Jonna Tuominen. "The Use of Social Media in Sports Marketing : The Case of Nordic Ice Hockey Clubs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53113.

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Social media, even though a new phenomenon, has gained much interest in the last decade and has been a frequent topic of researchers. Sport marketing has also been a popular topic in academia, especially in North America. This thesis will address the use of social media in Nordic ice hockey clubs, including the exploration of their social media strategies and effectiveness. Previous research has not concentrated on ice hockey in Europe, nor has it examined their social media strategies. The study is seen to be necessary, especially given the large differences in the European and North American
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Qin, Liao, Zong Shengyi, and Ran XiYuan. "The use of Social Media in Marketing Management: : -A Multiple Case Study of B2B Companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75904.

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Importance of the Study: Over the last decade or so the B2C organizations are making full usage of the social media platform as a tool of their marketing mix. However, the adoption of social media in the marketing activities of the B2B sector has not quite registered the growth which the B2C organizations have. The reason behind this being previous failed experiences of the B2B sector with the social media marketing usage. Furthermore, the B2B firms do not put many efforts in their social media activity as compared to B2C firms. Thus, the study of social media on the marketing management of th
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Fors, Anneli. "The Power of social media when creating business networks : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-771.

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<p>Aim:</p><p>This is a study of social media in the Future Valley media network.</p><p>•To study social media is important because it ischanges the rules of marketing forever. The new economy gives the individual power.</p><p>•In this study it is found how the Future Valley view development of social media, but also how the valley can use social media to develop its future competence and networks.</p><p>Method: This study is built on the qualitative method. For the theory part I have used sources and to get empirical data I have made sixteen interviews with managers within the network of Ahea
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Ip, Ka Weng. "The use of Facebook fan page on promotion :a case study of the local online cake shop : Choco Choco." Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3690644.

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Bornhofen, Robert J. "How Organizations Adapt Social Media Capabilities as a Competitive Advantage." Thesis, University of Maryland University College, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3565897.

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<p>This paper is a systematic review of scholarly studies that examines how organizations enhance their ability to generate value through social media. It explores why some organizations are able to adopt and benefit from social media while others cannot. Specifically, it examines: (i) how <i> people</i> and social networks are essential to create value at the organizational level, (ii) how <i>leadership</i> sets the vision and convinces others on the need for change, and (iii) what types of <i>strategy</i> can be implemented to enable knowledge creation through social networks. Argument is ma
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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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Huang, Ruiyan. "Research on Audience Engagement in Film Marketing -- Taking the film <Us and Them> as the Case." Thesis, Uppsala universitet, Institutionen för informatik och media, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387577.

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The film marketing is becoming increasingly important due to the fierce competition of film industry in China. With the drive of technology innovations, the creation of interaction among audiences has gradually become the spotlight of film marketing and many social media platforms are employed as marketing tools to encourage or foster audience engagement. Through the case study of Us and Them, the thesis studies how audience engagement is realized through film marketing strategies made by marketers, so as to identify the specific marketing strategies or techniques used for enhancing the audien
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Petersen, Gustaf. "Redefining Influencers : Scrutinizing the Term Social Media Influencer from a Public Perspective and Examining its Role in the Modern Media Landscape." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-152082.

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This paper explores how influencers can be categorised using a self-administered questionnaire. In doing so, the study can contribute to an understanding of the phenomenon that is more extensive than what previous research has attributed. The focus of this paper is on how influencers can be better understood for the benefit of public relations (PR), marketing, and communication. The purpose of this project is to investigate whether the term influencers (short for social media influencers) are defined by scholars in a similar fashion to how the study sample categorises influencers. Thus, the re
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Ghauri, Muhammad Taimoor Khan, and Muhammad Faraz Maqsood. "Incorporating Social Media into Integrated Marketing Communications of an organization : The Case of Warid Telecom, Pakistan." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5352.

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Kainat, Kainat, and Patrizi Jennifer. "Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96051.

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As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face ado
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Hjort, Johanna, and Emma Larsson. "Hello, 1950s? You left your oppressive gender roles in our century. : En studie om könsstereotyper inom marknadsföring på Instagram." Thesis, Högskolan i Jönköping, Tekniska Högskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38323.

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Syfte – Syftet med studien var att studera skillnader i marknadsföring av hudvårdsprodukter riktat till kvinnor respektive män på Instagram. Genom att titta på helhetskonceptet av företagens instagramkonton utreds vilka könsstereotyper som används för att inspirera kvinnor och män till att följa dem på Instagram. Metod – För att uppfylla syftet har sex olika instagramkonton inom hudvård riktade till kvinnor respektive män studerats. Först gjordes en små-N-studie i form av en semiotisk bildanalys. Genom att studera denotation och konnotation av bilderna genomfördes en analys d
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Coco, Giuseppe Antonio. "Social media evaluation for non-profit organizations : The case of Oxfam Italia." Thesis, Uppsala universitet, Medier och kommunikation, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-232708.

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The thesis presents an evaluation of the Facebook page of the Italian non-profit organization Oxfam Italia from November 2013 to March 2014. The research’s aim is to analyze the community which follows the organization, how this community interacts with it and how the moderators of the page communicate with its followers. The research aims also to find ways to increase Oxfam Italia’s performance on Facebook. The theoretical framework focuses on non-profit marketing and its peculiarities, Social Media Marketing and notions such as engagement and brand community. The methods used in the research
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Bergström, Joakim, and Mariel Svensson. "Value creation and relationships in transformation : A study of social media in the travel industry." Thesis, Linköping University, Business Administration, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-58718.

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<p>In recent years the Internet has greatly changed the travel industry and the emergence of social media has driven this change further. In the past travel companies have been natural links between customers and suppliers but today customers can buy travel directly from the supplier, making it difficult for travel companies to attract new customers and retain existing customers. As social media is revolutionizing the way people communicate, the trend suggests that it is becoming increasingly important for firms to take part in this technological development to interact with customers.<strong>
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42

Caufield, Kristopher. "Analyzing the effects of brand mascots on social media: Johnson City Power Board case study." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/honors/40.

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This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.
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43

Dahlkvist, Victor. "Influencer marketing: Long-term collaborations on Instagram : A case study." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-300373.

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More and more companies have started to use influencers on social media platforms for promoting their product or service, in exchange for a compensation. While this has enabled reach for a low cost, it is the nature of the authentic endorsement that has made the marketing channel so efficient. This thesis seeks to investigate how different collaboration types, depending on size and length, impacts the financial performance of Instagram influencer collaborations. In addition, it investigates what underlying factors that might be prevalent in impacting these collaboration types. The thesis is co
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44

Buinac, Ena, and Jonatan Lundberg. "Instagram as a Marketing Tool : A Case Study about how Companies Communicate their Brands on Social Media." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-60072.

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Social media – over the last decade with the development of technology, this new worldwide phenomenon occurred on the horizon and changed the traditional marketing ways forever. Many companies therefore seek these new platforms in order to come closer to potential customers. One of the most important social media platforms for this is Instagram, where companies can approach their target groups by visual storytelling. Start-up companies have often limited marketing budgets, which makes Instagram a perfect marketing channel because it is cost effective. This thesis is a case study of how picture
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AHLÉN, JOHANNA, and FANNY BENGTSSON. "From likes to commitment : a case study of micro companies’ social media usage." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17439.

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The purpose with the thesis is to identify, analyze and present the problems micro companies in the Swedish fashion and sport industry are facing when using social media as a communication tool in their marketing activities. Also relevant digital communication channels have been investigated and presented. Two case studies have been made with two Swedish micro companies in order to fulfill our purpose and answer our two research questions. The result from the interviews showed that micro companies, overall in the industry, could benefit from using social media as a communication channel, but t
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Naarden, Lydia. "User acquisition growth hacks for startups : A case study." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230970.

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Den här studien diskuterar metoder som startups kan använda sig av vid förvärvande av nya användare för sina produkter eller tjänster. Studien utgörs av en fallstudie baserat på en startups perspektiv och jämför denna med andra verksamheter. Då många startups är under framväxt söker de kostnadseffektivametoder för att få sin verksamhet att växa. Företag som Airbnb och Facebook använde "growth-hacking" under sina inledande faser då de saknade resurser. Många bloggar har skrivit om fenomenet, men det saknas ännu vetenskaplig forskning kring vad som är nödvändigt att utföra och ta hänsyn till. De
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Book, Jonathan, Jesper Lindahl, and Emanuel Nergård. "Antecedents of positive word-of-mouth on social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19111.

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Word-of-mouth is positive or negative communication between customers. Word-of-mouth has been recognized as an effectiveand credible marketing source but stillrecognizedas the least understood marketing strategy. The, for companies actuable, elements of quality, interaction and service recovery are argued to influence satisfaction and word-of-mouthin general while their effect onword-of-mouth onsocial mediais not known. Facebook is the biggest social media today and itfacilitates communicationbetween users.  The messages are spread among friends and thus perceived by the receiver as trustworth
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Puranen, Niklas, and Markus Jansson. "Alternative Food Networks and Social Media in Marketing : A multiple case study exploring how Alternative Food Networks use social media in order to help small local food producers reach the market." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-131950.

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The food provision system of today has been argued to be unsustainable with large scale production, price-pressure and outbreaks of diseases. Many consumers in the EU and Sweden are reacting to these issues and are becoming increasingly interested in finding local food alternatives that they consider to be safer and of higher quality. However, the small local food producers due to scarce budgets and marketing skills have problems in reaching this target market. Partly due to this, there has been an emergence of Alternative Food Networks (AFN) within which producers come together to get assista
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Lee, Jihyun. "Boycotting in the age of social media: the case of #NoJapan movement in South Korea." Thesis, Uppsala universitet, Medier och kommunikation, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-413944.

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The advent of the digital era has brought transformation to various practices including consumer boycotts. Social media has enhanced consumer power and most boycott actions have an online presence so that their influence is no longer limited to specific geographical areas. Instead, there is a far-reaching global impact through online platform technologies. This study aims to fill in the gap in existing research on consumer boycotts by addressing the impact of social media on this practice. Using the case of the #NoJapan movement in SouthKorea, the thesis discusses the transformatory trends an
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Egbunike-Awachie, Odna. "Can social media be used to revitalize faded brands? : a case study of the Old Spice "The man your man could smell like" social media campaign." 2012. http://liblink.bsu.edu/uhtbin/catkey/1675901.

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This study examined Procter & Gamble’s attempts at the use of social media in revitalizing the Old Spice brand of products. Old Spice, which had witnessed declined sales and market share, was observed to transform and become ranked among P&G’s super brands by the conclusion of the social media campaign. Previous studies relied on the diffusion of innovations theory in the explanation of the observed phenomena. However, this project draws on the ideas of the strength of weak ties hypothesis and the diffusion of innovations theory to explain the observed process. Research findings give evidence
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