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Lost in translation: A qualitative study regarding the translation process of social media activities.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Authors: Mikaela Andersson & Louise Petersson

Suporvisor: Dan Halvarsson

Examiner: Åsa Devine

Title: Lost in translation - A qualitative study regarding the translation process of social media activities

Keywords: Social media, Translation process, KPIs, Qualitative metrics, Quantitative metrics, Data collection, Data analysis

Background: Social media as marketing tools have created many opportunities for marketers and companies that want to increase the social media use. However, the vast amount of data has generated many question marks, so there is a great need to understand how the translation process of social media activities is proceeding to have the ability to understand the effectiveness of the activities.

Purpose: The purpose is to describe the translation process regarding the evaluation of social media activities.

Research Question: How is the translation process described concerning social media activities?

Methodology: The research is founded upon a qualitative approach with a descriptive purpose. It includes multiple-case studies and the data was collected through six semi-structured interviews. The result was derived by descriptions, categorizations and combination of the data.

Conclusion: Despite having a fairly stable process including KPIs, metrics, data collection and analysis, there is no general way of translating social media indicators. Every translation process is dependent upon whom the client is, and what the objectives are, so it is difficult to describe the process in detail. However, the above-mentioned process can be viewed as an overall approach. 

Place, publisher, year, edition, pages
2017. , 55 p.
Keyword [en]
Social media, Translation process, KPIs, Qualitative metrics, Quantitative metrics, Data collection, Data analysis
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65182OAI: oai:DiVA.org:lnu-65182DiVA: diva2:1108656
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-13 Created: 2017-06-12 Last updated: 2017-06-13Bibliographically approved

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Lost in translation- A qualitative study regarding the translation process of social media activities.(1131 kB)37 downloads
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