Dissertations / Theses: 'Social media – Marketing – Case studies'

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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, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation. Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy. Methodology: We have used a hermeneutic and qualitative approach in our study. Our research is both descriptive and explanatory. The study is also of an abductive nature, relying on empirical data and theoretical conceptions. Our empirical data was collected through a personal interview with our case company, and through the company’s social media applications. Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.

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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 media marketing. Previous research on LGBTQ+ representation in advertising has identified the polarizing reactions same-sex couples in marketing usually evoke. Using existing literature on the subject as a theoretical framework, this thesis analyzes the effects of including two photos of same-sex couples, one male-male couple and one female-female couple, in Daniel Wellington’s Instagram account. A statistical analysis of the reactions to these photos on Instagram will be followed by interviews with the brand’s social media staff in order to explore the corporate response to the reactions to the social media representations of same-sex couples. This thesis will suggest, partially in line with previous research, that the social media content featuring same-sex couples created a lot of engagement among its followers, with comparatively high levels of polarization. The data identified a significant difference between how the gay male couple and the same-sex female couple were evaluated. Additionally, the interviews with the social media staff suggest that, despite the high levels of negative reactions, including same-sex couples in their social media channels did not have a deterring effect on their commitment to include more types of diversity in the brand’s social media feeds. The interviews with the social media staff indicate that the experience of including same-sex couples in the brand’s social media marketing efforts had the effect of raising awareness of issues of homophobia among the staff members.

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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’ marketing. In-depth interview allows exploration of how online marketing strategies with practice of social media used in destination branding processes and engagement of the audience. Findings: DMOs need to realize the role online marketing and social media activities in marketing tourism destination and engage the audience to reach the potential visitors. Social media as one of internet communication options is an area of growth in the online marketing communication DMOs need to emphasize the wide participation in online marketing and social media activities to achieve benefits. DMOs have to be in the place where the visitors are. Integrating online marketing and social media activities with traditional marketing is an essential marketing strategy for today’s DMOs. Practical implications: Understanding the role of online marketing and social media in building destination brands and creating audience’s engagement may contribute to the success of marketing strategies and correspondingly to the destination’s ability to increase the competitiveness. Research limitations/implications: This study offers the contributions to the need of creating online marketing strategies and leveraging social media activities. However, it probably suffers from the fact that it has been conducted in a specific DMO. Therefore it would be evaluated in comparison with the results of other DMOs to generalize the patterns. Originality/value: The study contributes to debates on the use of social media in destination marketing, the value of the study lies in a new approach to the role of online marketing and social media focusing on building destination brands

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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 had fewer than 20 employees. Data came from semi-structured interviews with the small business owners, direct observations of the firms' online marketing processes and technology, and evaluation of companies' use of different Internet marketing channels. The data analysis strategy drew on resource-based view theory propositions, examinations of conflicting explanations discovered during the literature review, and cross-case synthesis. The 5 emergent themes encompassed unstructured planning, limited Internet marketing knowledge and expertise, use of Internet marketing channels and tools, lack of systematic approach to the management of Internet marketing, and inadequate measurement of Internet marketing efforts. By engaging in Internet marketing strategy planning, acquiring specialized Internet marketing knowledge, measuring marketing performance, and extending their Internal marketing resources through outsourcing, small business owners may develop and implement successful online marketing strategies. These findings may influence positive social change by contributing to more effective and efficient marketing practices in small firms that can lead to better financial performance, higher survival rates, and a healthier economic system.

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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, furthermore relationship marketing includes theories on building long-lasting relations with customers, and finally service related technology contains technological developments and strategies of social media This thesis is done according to an explanatory technique as material has been collected by qualitative interviews and the findings have been textual data. The study has been designed into a single case study of SEB. Interviews has been conducted to understand the way a Swedish retailing bank is using social media to enhance their customer relation. It was found that SEB is seen as a personal and rather modern bank with good accessibility according to the respondents. Furthermore, customers are kept satisfied and maintained through trust, loyalty, and proactive acting. Also, the Facebook service is a good communication tool that gives fast replies and is available to use anytime. The role of Facebook within banking is multiple in association to relationship marketing. For instance, it brings along a fast communication tool and a great flexibility. SEB is rather innovative in their operation by rapidly adopting new means of technologies. The bank’s brand image as a personal and proactive bank can further be strengthened through Facebook. Additionally long term relations can be stimulated through the increased communication, collaboration, and trust that Facebook builds. SEB operates proactive relationship marketing and Facebook is one of their latest proactive approaches. What has been realised is the role of Facebook to enhance customer satisfaction and relations in the long run.

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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 the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.

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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 thesis relates the practice of public communication in the Arab Gulf society to Arabic culture and ethics. The thesis uses a qualitative constructivist paradigm to “re-construct” the multiple realities initially constructed by social actors in the cases to provide original insights on the role of public communication and public relations in social change in the Arab Gulf. It presents a new perspective of 'social change' in the two cases that is tied to Islamic ethics. Besides, it re-constructs original Arabic-oriented understanding of 'relational' and 'persuasion' approaches, which differs from the Western paradigm. One of the key contributions of the thesis is its adaptation of relevant Western communication models to the empirical Arab Gulf cases to identify some of the crucial factors of the practice and role of public communication in the Arab Gulf. The unique contribution of this thesis is that it develops a greater understanding of alternative cultural context that might contribute to the adaptations of existing theory and therefore a first step towards new models. It introduces a theoretical framework for other scholars to develop an Arabic public communication ethics theory and to build up a cultural model of the practice of public communication and public relations in the Arab Gulf. The thesis generates key theoretical implications that contribute to the theoretical discussion on the value and role of media, public relations, social marketing, and public communication in the Arab Gulf society at the age of globalisation.

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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 at both sides of the communication process - the sender and the receiver - thus gaining a comprehensive picture of the research problem. The theoretical frame is made up of theories on new media logic and social media, participation, communication strategies and social communication. Two methods are applied in the case study, an informant interview with a key person at the company and a qualitative content analysis of the company’s official Facebook page. A total of 133 status updates were selected for analysis, mainly focusing on examining the content, mode of communication and the followers’ interaction and communication on the page. The main results of the study have shown that the company has not fully adapted to the new media logic in their Facebook communication. The communication strategy used is mainly an inside-strategy with emphasis being placed on organizational targets and the one-way distribution of information about the company and its services, with limited attempts to involve and initiate dialogue with the followers. These findings are in line with earlier research on how companies use social media. The company also has an unclear picture of who their followers are and why they would be interested in interacting with the company on Facebook. The followers on the other hand are mainly passive, and their motive for communication can be explained with the need for self-presentation. In order to create content and communication that the followers find relevant and want to interact with and share, the company has to actively work to adapt more to the new media logic. Facebook should be used both as a way of making information available but also for networking with and inviting followers to participation and dialogue, thus making themselves useful to the followers in order to build a good reputation and effective communication. Key words: Social media, Facebook, web 2.0, social communication/social marketing, civic information, communication strategy, social media-strategy, new media logic, participation, communication model, case study, qualitative study, Stormossen, municipally-owned company

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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 withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.

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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 abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal interviews. Results and conclusion The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8 key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.

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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 publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.

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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 exchange theory to explain how social behavior results from the exchange process within social media. Data collection included semistructured interviews with 4 small business owner from the landscape industry and content analysis of the social media for 4 landscape industry small businesses. Data were alphanumerically and thematically coded. Analysis revealed 4 themes: (a) marketing strategy adoption; (b) primary social media types used; (c) social media content including aspects such as service, education, and holiday posts; and (d) benefits and challenges such as social media as a low-cost marketing option for improved visibility, but with a trial-and-error learning curve. Results may be used by small businesses to improve their long-term viability through social media marketing strategies, and to improve citizens' quality of life and the local economy through increased tax revenues leading to more resources for schools, public safety organizations, and other institutions in the community.

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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 information. There are challenges working with social media and it is essential to consider the risks because the word-of-web can spread quickly.

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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 forms of activity. Writing about social media, to use the Internet for observational research is natural and can be further enhanced due to the accessibility and retrieval of information and cross-validation of the information available from several sources. Findings – Social media marketing eliminates the middlemen and provides destinations with the unique opportunity to have a direct relationship with their customers. In today’s knowledge-society where people want to engage – want to be active – want to create content on their own people talk: online and offline - positive or negative – with or without the destination NOT participating is NO option. In case of the isle of Usedom, the Social media concept should be of listening and outreach character. As a holistic marketing approach where “everything matters” is needed for destinations, online and offline activities need each other. In addition to social media marketing even search engine optimisation, ad words and target mails are important tools for a successful online strategy. Research limitations/implications – Most important is the time limitation. The validity period is limited. A Social Media framework of today is not the social media framework of the future. Social media is changing rapidly. New channels appear - others disappear. Moreover, another limitation is the subjectivity: the author of this study observes the Internet in accordance to the research question and allocates a sample pursuant to her knowledge and experience. Practical implications – Aside from the destinations’ website being adapted by social media elements, Facebook serves as ideal tool to nurture relationships between the customer and the destination by being creative, honest and assessing competitors as partners. As one of the easiest and most versatile social networks for professionals today, Facebook is a profile and presence aggregator, channelling all online activity through one main hub and combining almost every online social tool that can be used. Originality/value – Targeting the destination Usedom, but also being applicable for other German tourist destinations, this study provides both: a theoretical and with ideas filled framework to create awareness and dialogue by using social media as complement to traditional marketing activities. Being the first investigation that has been done for the destination Usedom in the field of social media, this study aims to inspire other tourist destinations as well as students to learn about social media and to further investigate in this field.

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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 do not always have necessary knowledge. Purpose: Consequently, the purpose of this thesis is to determine whether using SMM and mobile marketing brings value to the SMEs and have proven andmeasurable positive outcomes on sales of the company. Method: As the research explores the topic of SMM and mobile marketing in relationwith SMEs the decision was made that main source of data will be executives and marketing practitioners of the companies who use social media in their business activity. The research method will be exploratory, with induction as the primary research approach. Hence, semi-structured interviews were chosen as empirical data source. Finally, 12 interviews were held with companies from various business sectors from Russia and Sweden. Qualitative research gives an opportunity to investigate such a developing area find out certain business insights and vision from the companies that would be difficult to find out otherwise. Results & Contribution: First of all, the thesis has a theoretical contribution. The theoretical framework can give a deeper understanding of the subject for marketing practitioners and executives. As the theory moves forward on such a popular topic some of the instruments may have been left aside, whereas the conceptual framework can grab the attention and reveal the tools of SMM and mobile marketing that were not used by the companies. Furthermore, research has a comprehensive empirical analysis of the subject. The 12 semi-structured interviews covered all the areas that were previously examined in theoretical part. SMEs can use the practical part as a foundation to build their own marketing strategy. Such a strategy may be a complex platform for achieving results. Whereas, the participants share insights and vision on the subject.

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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 become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media.

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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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The ubiquity of social media has enhanced consumers’ 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’ cognitions. Using a professional social network context, we examine two types of information that consumers pay attention to – content (i.e., ‘who knows what’) and connections (i.e., ‘who knows who’) and how different types of social media influencers (content generators vs. content diffusors) strategically seek information under specific contingencies - when they are vs. are not connected to others (i.e., when information accessibility is high vs. low). We also suggest that individual differences in executive attention moderate this type of content seeking. Results across five studies reveal that content generators tend to focus on others’ content when they are not linked (vs. linked) but content diffusors tend to demonstrate the opposite, i.e., increased focus on content when they are linked (vs. not linked). Alternatively, when it comes to information about connections, content diffusors tend to focus on it when they are not linked (vs. linked) while content generators demonstrate no such active information seeking behavior. Interestingly, selective content seeking manifests only in users who rank high in working memory capacity – a factor that determines strategic attention control. Overall, this research shows that strategic content seeking happens on account of attention control processes and its outcome depends upon users’ social media roles. This thesis contributes to the emerging social media literature in marketing by outlining a new phenomenon, strategic content seeking, explicating its underlying cognitive mechanism and delineating relevant social and cognitive moderators.

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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, social media is predicted to have enormous influence on the end result for the political parties. Prior to this thesis, no previous research has looked deeper into the context of crisis management in social media for political parties in Sweden. It is in the political context where this study contributes to the research area. Purpose: The aim of this paper is to investigate political parties’ crisis management in social media, using strategies developed for commercial organizations, and thereby contribute to the research of non-commercial organizations. Methodology: A triangulation method was used of semi structured interviews and archival analysis on four crises of political parties. Eight parties in the Swedish parliament where deliberately selected. However, only four of the parties, Socialdemokraterna (S), Sverigedemokraterna (SD), Vänsterpartiet (V) and Centerpartiet (C), had the possibility to participate in the study. Conclusion: (S), (V) and (C) all used both Facebook and Twitter as a crisis communication channel especially due to its speed and spread. However, (SD) did not use social media as crisis communication channel. The crisis management in social media of each party could improve immensely, however limited resources of employees and finance was found to be the main reasons holding the progress back. Conclusively, dialogue strategies and to some extent response strategies used by commercial organizations are indeed frequently used by political parties as well.

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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 has not been eyed enough. Purpose: The purpose of this study is to investigate how social media marketing activities influence brand loyalty with the specific case of Samsung smartphones in Vietnam. Method: The chosen approach to address the purpose of this study is deductive. Descriptive design and quantitative technique are purposefully selected to form a structure of methodology of this study. Specifically, the data collected via the tool of survey questionnaires which were delivered to respondents through social media platforms to yield out 197 usable answers. Conclusion: The results show that the six elements of social media marketing activities, namely: Entertainment, Interaction, Trendiness, Customization, Word of Mouth and Promotion have positive correlations with Brand loyalty. With some differences in terms of responses from different age groups and genders in each category towards the dimensions being utilized on social media sites, the brand is suggested to give a better focus on the importance of Entertainment and Promotion. Also, the platforms of Instagram and Youtube should be better managed to attract and satisfy a larger number of followers.

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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 effectiveness of social network marketing implementation on clothing retailing companies toward online customers or not. METHODOLOGY This thesis has employed both primary and secondary data to operationalize the conceptual framework. A questionnaire given to 160 respondents and the interview of 2 Thai expert marketers has been carried out to operationalize this research question. CONCLUSION The collectivistic behaviors among Thais show a slightly positive relationship which supports the effectiveness of social network marketing implementation. The other influential factors, apart from collectivism, are detergency in educational levels, knowledge of using social network, smart phone trends, and internet facility readiness.

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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 targeted owners and managers of small marketing firms in Dallas, Texas, with three to five years of experience and firms who use social media in their firm management or operations. Twenty-three participants satisfied the criteria. Data were collected through interviews, questionnaires, and document reviews. Yin's 5-phase analysis was used to analyze the data. The primary result of the study is that small businesses that use social media in the Dallas, Texas, area reported various gains, including increased awareness about their business, valuable customer feedback, and customer retention. The study may have a positive social change impact by providing information on strategies and benefits of using social media as a management tool not only to small marketing firms in Texas, but also to very small businesses in other sectors.

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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 empirical cases. Hence, a case study of a yet underexplored social movement can add to this strand of literature. The methodological approach displayed in this study follows a mixed-method model. Interviews with activists of the movement “take a step, #RejectSerzh” and content analysis of official social media accounts of leaders of the movement “take a step, #RejectSerzh” were expected to provide a diverse perspective on social media tactics during the movement. The results implied that social media were perceived as one of the main contributors to the fulfilment of objectives of the movement “take a step, #RejectSerzh” in multiple ways: social media allowed for fast communication, decentralized organization, testimony of the non-violent nature of the movement, as well as validation of the movement through transparency of action (most importantly, in real-time). There was a strong indication that live video broadcasting function on Facebook was generally perceived as a tool with more capacities for contentious politics. Meanwhile, the results suggest that the movement “take a step, #RejectSerzh” could be perceived as a continuity of previous social movements, the negative experience gained from which curbed the overall tactics of the movement, rather than a result of immediate grievances. Nonetheless, the role of human emotions, such as fear, hope and will, was at the centre of interpretations of how the activists experienced the movement.

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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 sport cultures and business models. The research was conducted through a qualitative multiple-case study by gathering data from both secondary sources as well as through semi-structured face-to-face interviews carried out with ten ice hockey clubs from both Sweden and Finland. The questions of the interviews were formed by the concepts derived from previous literature and the authors’ own experience. The results indicate that Nordic ice hockey clubs are still partly struggling with their social media strategies and that with the implementation of a clear strategy, including segmentation, the clubs would be able to take advantage of the relationship marketing and branding possibilities offered by social media. In line with this, the authors argue that the social media strategies of ice hockey clubs are not as effective as they could be and suggest further actions for managers to achieve higher social media effectiveness.

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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 the B2B firms becomes important. This was done by studying the case of multiple B2B firms and drawing best practices inferences from it. Purpose of the study: The reason why this study has been undertaken is due to the fact the previous studies have focused upon ‘why’ B2B firms have failed to achieve the success which B2C firms have achieved using social media marketing platforms. There is a lack of quality research studies on what techniques the B2B organizations are using currently as there have been rare cases of finding the success with the use of social media for the B2B firms. Thus, the purpose of this study was to research successful marketing techniques used by the organizations which have found success using social media and which can be used by other B2B firms. Methods: The mixed research method was adopted for this study as the study has been divided into two parts qualitative case study method and the quantitative survey method. The cases of five B2B firms namely Huawei, Accenture, Novartis, American Express and Lucid Press was taken to draw inferences about the best marketing techniques for B2B firms on social media. These findings were further validated by the quantitative survey which had 50 B2B marketing professionals randomly selected. Major Findings: Some of the major findings were that the B2B firms use e-books, webinars, case studies and infographics in order to present top to bottom information about their products and services to their B2B clients. Furthermore, when it comes to social networking websites, it was found that LinkedIn was more popular than the Facebook for the marketing of the B2B firm's products and services.

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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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Aim:

This is a study of social media in the Future Valley media network.

•To study social media is important because it ischanges the rules of marketing forever. The new economy gives the individual power.

•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.

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 Ahead - Media & Communication. The restriction in this report is that I focused on blogs and social spaces.

Results & Conclusion: Trademarks can be built with social media,but to do that the sender must be able to communicate back through the media, which takes a lot of time. The use of social media will increase.

The Future Valley and the network Ahead - Media & Communication is in need of strategies for social media. I suggest: social media mix, service community and international cooperation with other clusters.

Suggestions for future research: Investigations that could be done is to find target groups. Behavioural and psychological factors could then be studied. New ideas for social media can be found in the US.

Contribution of the study: This study contributes to the field of social media. It investigates networking and competence development in a strategic perspective.

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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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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 people and social networks are essential to create value at the organizational level, (ii) how leadership sets the vision and convinces others on the need for change, and (iii) what types of strategy can be implemented to enable knowledge creation through social networks. Argument is made on the vital importance of two variables in particular—leadership and strategy—and their role in moderating how the organization accepts and incorporates change to enhance overall effectiveness and efficiency. Evidence-based research is used to describe relevant theory and practice through qualitative and quantitative sources. It examines how organizations overcome the hurdles associated with change, and how individuals learn to accept new methods to connect, share knowledge, and create value through Web 2.0 technology.

Social media challenges an organization’s ability to manage individuals and information. It requires a shift in the way people work and think; it requires a culture adjustment in how people collaborate in new, more inclusive ways other than relying on the same imbedded methods and inner core of co-workers for answers.

Keywords: Social Media, Social Networks, Leadership, Strategy, and Organizational Culture.

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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 audience engagement and promoting the film. As different marketing techniques will lead to different level of audience engagement, that are normally reflected by the preferences of audiences, their behaviors on social media and the way of involving into film contents, it is necessary to explore and understand the effectiveness and efficiency of these techniques, so that the film marketing can be improved while practical marketing progressing.

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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 research question of the study is to examine if the study sample finds the term influencer applicable to the five suggested categories that are stated in the survey. The results from this study show that scholars commonly confine the phenomenon of influencers to bloggers, vloggers, and instagrammers. However, the results from the survey indicate that the study sample has a broader perception of the phenomenon. According to the participants, all suggested categories are fitting the term influencer, namely: blogger/vlogger/instagrammer, celebrity, athlete, entrepreneur, politician. Although the latter, politician, is deemed the least fitting category. Thus, the findings in the study show that there is a discrepancy between the public perception of how to define influencers and previous research in the field. This implicates that public relation practitioners need to rethink how they perceive and apply influencer marketing. Using influencers for marketing purposes requires organisations to execute a thorough selection process to ensure a suitable partnership.

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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 adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing.

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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 där vi även använde teorier från Teoretisk Bakgrund. Därefter genomfördes gruppintervjuer för att stärka konnotationen med hjälp av andra personers erfarenheter och åsikter. För att ge struktur åt analysen och se till att liknande delar av kontona granskades delades kontona upp i kategorierna Översikt, produktbilder, inspirations-/livsstilsbilder och citat i både den egna analysen och gruppintervjun. Resultat – Resultatet av gruppintervjuerna var att många grupper nämnde gemensamma beskrivningar och känslor av de olika kontona. Deras uppfattningar gick generellt i linje med vad vi kommit fram till i den egna denotationen och konnotationen, även om den var mer utförlig. Utifrån insamlade teorier och insamlad empiri från semiotisk bildanalys och gruppintervjuer identifierades könsstereotyper på de olika instagramkontona, vilket syntes genom färgval, uttryck av livsstil, fritidsintressen och rekvisita i produktbilder. Detta visade tydligt på kvarlevandet av gamla könsstereotyper om vad det innebär att vara man och kvinna. Implikationer – Implikationen för studien, alltså vad undersökningen pekar mot och verkar leda till, att könsstereotyper fortsätter att finnas och frodas, även på New Media. Detta leder till fler könsroller, fler begränsningar för kvinnor och män och fortsatt ojämställdhet. Att fenomenet även finns på New Media innebär att könsstereotyperna har större påverkan på människor, och att de också når ut till ännu fler människor. Begränsningar – Det som påverkar arbetets omfång och resultat är bland annat den begränsade tiden på vilken studien genomfördes, vilket begränsade antalet deltagande vid gruppintervjun, antal metoder och även djupet i den teoretiska bakgrunden. Hade studien utförts vid en längre tidsperiod hade studien kunnat vara mer omfattande vilket skulle ha stärkt studiens resultat.
Purpose – The purpose of this study is to examine the differences in marketing of skincare products on Instagram against a female or male target audience. By studying the companies concepts on Instagram we examine which gender stereotypes is being used to inspire women and men. Method – To fulfill the purpose, the authors have studied six different Instagram accounts within skincare marketed against women and men. A small-N-studie was done through a semiotic picture analysis. By studying the denotation and connotation of the pictures we did an analysis where we used theories from the Theoretical Background. Thenceforth we did group interviews to strengthen our connotations with the support from other peoples opinions with different experiences and backgrounds. To regulate the analysis we used headlines as overview, product-pictures, inspiration/lifestyle pictures and quotes both in the own analysis and in the group interview. Findings – The result of the group interviews was that many of the groups mentioned common descriptions and associations to the pictures on the Instagram accounts. Their perceptions was generally in the line of what we discovered through our own denotations and connotations even though ours was more detailed. From the theories and the discovered findings from the semiotic picture analysis and the group interviews we could identify gender stereotypes in the different Instagram accounts. This was shown through the colour-palettes, the life style that was promoted, the hobbies and the props in the product pictures. These findings clearly showed the signs of old gender stereotypes regarding what it means to be a man or a woman. Implications – The implications of the study is that the gender stereotypes will continue to exist and develop even on New Media. This leads to more limitations for women and men and continued inequality. The fact that this phenomenon is also on New Media means that the gender stereotypes has an even bigger impact on people, as it reaches to a larger group of people. Limitations – What influenced the size of the study was, among other things, the time limitations of the study. This limited the amount of participants in the group interview, the number of methods and even the extent of the theoretical background. If the study had been done during a longer period of time the study could have been more extensive which would have strengthened the findings of the study.

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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 consist in data mining and content analysis. Data have been gathered from Facebook Insights and through the issuing of FQL queries from the Facebook Graph API. The research found out that Oxfam has more female followers than male (62% vs 36,5%), the age range of them is 25-44 years. Oxfam’s presence, in particular, is very rooted in the region of Tuscany (where its headquarter is). Facebook followers showed a very good attitude toward the organization, even though criticisms are common, and Oxfam used its social media presence mainly to update the followers concerning ongoing activities and to urge to on-line activism. The users’ favourite engagement method was “liking” photographic contents.

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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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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.

Although Internet and social media has a major impact on firm-to-customer and customer-to-customer conversations, there is little guidance in academic literature and organizational contexts on how to use social media in an effective way. Therefore, the aim of this thesis is to describe and explain how social media has transformed the relationships between selected Swedish travel companies and their customers, and how these firms create and sustain value and relationships through social media. Furthermore, we will give implications for management on how to utilize social media to create and sustain value and relationships.

The results of our research confirm that social media is transforming the relationships between firms and customers. From our findings we conclude that the customer has become more empowered, that interaction now occurs through a two-way communication and that social media has made industries and relationships more transparent. The results also indicate that firms do not realize the value that can be created through social media for the customer as well as for the firm. The use of social media among the interviewed firms varies with some firms using social media through many tools and some firms not using social media at all.

Our findings implicate that being aware of what value is created and why the firm is involved in a certain social media tool increases the likelihood of success. The firm should further not be afraid to experiment with social media. However, social media also presents challenges. As social media is characterized by rapidly changing trends, it is difficult to predict what will happen not only in a distant future, but even so just a few years ahead.

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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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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 conducted as a mixed method descriptive single case study, utilizing both quantitative and qualitative data. To understand the financial performance of influencer collaborations, data from three consecutive years from the case company are presented and analyzed. To understand what characteristics that impacts this outcome, interviews with marketing professionals are used together with relevant previous literature in the field of influencer marketing. It is found that long-term collaborations have a higher return compared to short-term, along with other useful advantages of collaborating long-term. Additionally, it was found that influencers with more followers tend to have a lower financial return, but can be more efficient in other aspects, such as promoting the brand. Lastly, contributions based on the findings for both theory and practice are presented.
Fler och fler företag har börjat att använda sig av influencers på sociala medieplattformar för att lyfta fram deras produkt eller tjänst i utbyte för kompensation, kallat influencer marketing. Medan det här har möjliggjort räckvidd för en låg kostnad, är det naturen av den autentiska ”omfamningen” av varumärket som gjort marknadsföringskanalen effektiv. Den här uppsatsen söker att förklara hur olika samarbetstyper, beroende på antalet följare som influencern har samt längden på samarbetet, påverkar det finansiella resultatet av influencersamarbeten på Instagram. Därtill, så undersökes vilka underliggande faktorer som ytterligare kan påverka utgången av de olika samarbetstyperna. Fallstudien genomfördes med en blandad metodologi, baserat på både kvantitativ och kvalitativ data. I ett försök att kunna förstå det finansiella resultatet av influencersamarbeten, används data från tre påföljande år som presenteras och analyseras. För att förstå vilka attribut som påverkar utfallet av det finansiella resultatet, intervjuas marknadsförare för deras professionella insikt. Upptäckterna visade att långsiktiga samarbeten med influencers har en högre avkastning jämfört med korta, tillsammans med andra fördelar med lånsiktiga samarbeten. Utöver det upptäcktes det att influencers med fler följare tenderar att ha en lägre avkastning men kan vara användbara på andra sätt, exempelvis för att främja varumärket. Till sist, så beskrivs bidrag för både forskning och praktik baserat på uppsatsens upptäckter.

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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 pictures on Instagram can be used to spread the brand and how different activities affect traffic to the website/webshop. This case study is based on a marketing model that has been created and tested on an interior company’s, Tegelbruketdesign, Instagram account. The marketing model is analysed and compared to collected data from semi-structured interviews with two popular private Instagram accounts and a semi-structured interview with a Digital PR & Social Media strategist. The findings suggest that some picture types and styles are better then others regarding the spreading of the brand. The findings also suggest that Instagram activities have a positive affect on the traffic to the company’s website/webshop.

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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 they struggle to know how they should use it. We answer our research question through creating and presenting our own constructed model that companies should use in their business for planning their social media strategy and overcome the found problems. The thesis is a qualitative research with an abducted approach. We did an active research with a case study on the two companies Kask of Sweden and Gococo. Through deep interviews, we got much information about how they work today and what problems they face when using social media. We have worked with four themes during the entire process; present, relationship, problems and future, to facilitate for the reader and for us. The study has high reability for the investigated companies, and we also argue that it could be of interest for other fashion and sport micro companies at the Swedish market. An theoretical framework was conducted through researching the specific area and finding relevant theory and published material concerning marketing and communicaton, as well as digital marketing theory and publications about social media. The chosen material is presented in the theory chapter where an own constructed model is presented as a guideline for the reader. It will help the reader to find the theories and their elations to each other. We believe it to be a good way of ease the understanding and the relevance of the chosen theories. The research shows that micro companies in the Swedish fashion sport industry faces different problems using social media as a communication platform for their company. Thus micro companies often have a very limited amount of resources and neither have the money, the knowledge or the time to manage a large marketing and communication social media can be beneficial if used properly. Though it comes with a few struggles. The main problems concerned around knowing who their real customer is, how to handle the relationship and create stronger connections with customers, difficulties in knowing which channels to use and how to handle them properly. They also found problems in knowing what how to communicate the right image and get the desired result of the published materials. Lastly the companies sometimes lacked a clear strategy in managing their social media platforms and raised questions about the language use, time consumption and who should run the activates. With our ”Four step-from likes to commitment” model we want to put attention to the most relevant steps a company needs to be aware of before starting and during working with social media, as well as be a strategy to handle and overcome the problems the previously struggled with.
Program: Textilt management, fashion management

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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. Den här studien ämnar bidra med insikter som saknas rörande förvärvande av användare. Under sex veckor testades flera olika strategier på Locallife. Dessa strategier har sedan tidigare varit beprövade av andra företag. Insamlad data blev analyserad och använd för optimering. Growth-hacking-strategier blev utförda på Facebook för att identifiera vilka metoder som åstadkom tillväxt av användare. Resultaten visade att kalendrar på sociala medier knappt ledde till några konverteringar: efter tre veckor av utförande och observation var antalet nya användare inte tillfredsställande. Däremot var lokalt anpassat marknadsföringsinnehåll effektivt och gav tillfredsställande resultat. Innehåll som användare kan relatera till är mer sannolikt att attrahera användarens uppmärksamhet än generell information om produkten eller tjänsten. Dessutom är den inte enbart kampanjens ton som påverkar åhörare: sättet att uttrycka sig på för att uppmana personer till handling påverkar individers beslut om att ansluta sig till produkten eller tjänsten. Dessa resultat är betydelsefulla då de erbjuder nybörjare och företag ett perspektiv på vilka frågor och problem som måste tas hänsyn till när de avser att utöka antalet användare. Dessutom, trots att många metoder är diskuterade i bloggar är det ytterst få som förklarar vilka justeringar som genomfördes för att nå ett specifikt resultat. Detta har fått det att framstå som att höga resultat har åstadkommits omedelbart. Den här studien ämnar utforska konceptet growth-hacking och framhäva ansträngningarna som krävs för att en startup ska nå hållbar tillväxt.
This study discusses several methods that startups can use to acquire new users for their product or service, from the perspective of a startup that forms the case study of this research and in comparison to other companies. As many startups are currently emerging, they seek cost-efficient ways for their company to grow. Companies such as Airbnb and Facebook used growth hacking when they started and lacked sufficient resources. Many blogs have been written about this phenomenon, but there is a lack of scientific research examining what needs to be done or considered. This research aims to contribute to filling that gap in relation to user acquisition. For six weeks, several strategies adopted by companies were tested at Locallife to determine which ones worked. The collected data were analysed and used for optimisations. Growth-hacking practices were performed on Facebook to identify which hacks lead to growth. The results show that the social media content calendar barely led to any conversions: after three weeks of execution and observation, the number of people that onboarded was unsatisfactory. However, local targeting content yielded satisfying results. Content with which the user can associate is more likely to attract the user's attention than general information about the product or service. Further, not only the tone of the campaign makes a difference for the audience; also the call to action influences people’s decision to onboard and the performance of the product or service. These findings are significant because they offer beginners and companies a perspective on which issues to consider when they decide to growth hack. Also, while many methods are discussed in blogs, only a few explain which adjustments were made before reaching a particular result, making it seem as if everything happened in one go. This research aims to explore the concept and show the efforts that need to be made for a startup to reach sustainable growth.

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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 trustworthysince it is not of commercial nature. The reasons whyword-of-mouth are spread on social media were investigated throughFacebook. Bymappingthe antecedents of positive word-of-mouthon social mediaitis also possible to guideline relationship marketingsince satisfaction is connected to both relationship marketing and word-of-mouth. Hence, the purpose of this study wasto examinethe impact of the relationship marketing elements quality, interaction and service recovery for triggering positiveword-of-mouth on social media. 272 respondents, who historically had written positive comments about companies on Facebook, answered a questionnaire. The results showed that qualityhad the highest impact on satisfaction. The relationship marketing element qualitywas confirmed to have an impact onword-of-mouth on social media. It wasalso shown that interaction has the highest potential to be a word-of-mouth trigger on social media if the customer perceivedthat it was performed at a good or better than expected level of the elementstested. The relationship marketing element interaction can therefore be seen as a very important aspect fortriggeringword-of-mouth on social media. The relationship marketing element service recovery is supported as an important aspect for triggering word-of-mouth on social mediaas well.The better relationship marketing is performed the more satisfaction will be triggered,which in turn will lead to word-of-mouth on social media.

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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 assistance in marketing and sales. Social media has emerged as a phenomenon that is argued by marketing scholars to be a highly useful tool to spread information in a cost-efficient way. Therefore, this study seek to answer the explorative question: “How do Alternative Food Networks use social media in order to help small local food producers reach the market?” The main purpose of the thesis is to explore and develop an understanding of how the emerging AFNs use social media to promote small local agricultural producers and help them in reaching the market. This will be done by investigating AFNs as Small-Medium Enterprise (SME) marketing networks, and how these operate in terms of the theoretical areas external marketing communication, coordination of the SME marketing network, segmentation practices and sales promotion. The theoretical contribution is to see how AFNs work in terms of these areas, and the practical implications will be to give advice on how AFNs should use social media to improve these areas. The study is done in an exploratory manner, and the data collection has been performed in accordance with qualitative research. This has been done through seven semi-structured interviews with respondents from six different AFNs in Sweden that are active on social media. The conclusions of this study shows that AFNs value the use of social media, however they utilize this tool to a varied degree. The AFNs use it to inform and to interact with their customers. Social media does not seem to be very actively incorporated into network communication or monitoring. The AFNs have many ideas about who their customer groups are, and in some cases these have been identified specifically on social media, which has been used to some extent for targeted advertising. The AFNs position themselves as a “good” food alternative. In sales promotion the AFNs mainly promote their events on social media, and have also promoted discounts to some extent. The study provides new theoretical knowledge in the area of marketing through social media by SMEs like AFNs. Practical implications for the AFNs are discussed, which mainly involve increasing the time spent on social media as a mainly free and powerful marketing tool.

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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 and changing motivations of consumer boycotts in the times of social media. The theoretical frameworks used in the analysis process include Self-Determination Theory and The Honeycomb of Social Media Framework which help explain diverse motivation factors, types of motivation, and social media functionalities. This research uses a mixed-methods approach to conducting in-depth interviews of #NoJapanparticipants and analyzing posts related to this particular boycott campaign. The main focus of this process is to investigate social media utilization and boycott motivation shown in the#NoJapan case. The findings of the study show the diversity of practices prevalent in social media use by people engaging with #NoJapan boycotts in the online environment. Moreover, the finding problematizes the social media space as one which has both positive and negative effects on an individual’s boycott motivation. This thesis has made significant contributions to the field of SDT and boycott studies by expanding their perspective on online interaction.

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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 of how new technologies like social media, have redefined how brands engage with consumers, and spread the word electronically about brand uniqueness and dominance. Findings also revealed that brands considered to be old could leverage on social media in recreating consumer awareness of the positive qualities of the product as against the retrenchment of the product line.
Access to thesis permanently restricted to Ball State community only.
Department of Journalism

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Dissertations / Theses on the topic 'Social media – Marketing – Case studies'

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