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Social media as a promotional tool: a comparison between political parties and companies
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years, with the appearance of social media, traditional print and broadcast media as main promotional tools have faced major challenges, as many newspapers and television channels have suffered audience reduction. Overwhelmingly, the majority of marketers, both business and political, have started to use some form of social media for promotional purposes. The overall purpose of this research is to characterise the similarities and differences of the use of social media as promotional tool by political parties and companies. This research is exploratory in nature and the data collected is qualitative. In order to conduct this research, we have interviewed two political parties (Miljöpartiet de gröna and Centerpartiet) and two companies (Stockholm-Arlanda Airport and SJ AB). Taking into account the new communication paradigm from Mangold and Faulds as a base, we asked questions about how they use each element of the promotional mix in social media. The findings showed that the use of social media for promotional purposes was rather similar between the companies and political parties. Analysed data showed that political parties, in their social media activities, were focused on public relations and personal selling in a form of online interactions with voters, while the companies only focused on public relations. This research demonstrates that both political parties and companies still have not fully integrated social media for promotional purposes and that they still rely on traditional media for promotion.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Social media, social networks, promotional mix, promotion, political promotion, marketing, E-Commerce, Facebook, Twitter
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-59343ISRN: LTU-DUPP--10/055--SELocal ID: fe0c27a0-ab15-454c-a9b6-c3c0bb5e5b3aOAI: diva2:1032730
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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