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"Vi finns några rader bort": En kvantitativ och netnografisk studie av Viasat Sport och C More Sports twitterkonversationer
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”WE ARE JUST A FEW LINES AWAY” : A netnographic content analysis of Viasat and C More Sports twitter conversations (English)
Abstract [en]

The purpose of this essay was to examine conversations between two Swedish organizations and their customers to explore how online meetings and dialogs can affect organisations image and relationships between customers and organisations. Viasat and C More are both live sport broadcasters with online play services. The study was motivated by three research questions: (1) How high response rates do the company's Twitter accounts have on positive or negative feedback and questions? (2) What strategies do the companies twitter accounts apply to customers who experience problems with with their live broadcasts? (3) What appeal and tonality does the company's twitter accounts have?

Previous research offers a descriptive account of interaction and interpersonal communication, communication strategies, relationship building between organizations and their customers on social media and effects of relationship management and relationship building in social media. The theoretical framework consists of theories about relationship building and management, interpersonal communication and crisis communication. A quantitative content analysis was implemented to analyse in what extent the chosen companies respond to their customers during September 16 2017 and November 21 2017. Data collected was 734 tweets, which resulted in 406 twitter conversations. A qualitative analysis was conducted with methodological tools form nethnography and social network analysis. The findings showed that both companies answered the majority of received tweets. Patterns and themes were found in the qualitative study that showed both differences and similarities in C More and Viasat’ way of interacting. Viasat often has the last word, and end conversations more often than C More did. Both companies act accordingly to Benoits theories about image restoration.

Findings also suggest that both companies risk their reputations and images by engaging in dialog. Interaction and commitment is also the key to build and nurture customer and organisation relationship in order to gain positive outcomes.

Place, publisher, year, edition, pages
2018. , p. 57
Keyword [en]
Netnography, Quantitative content analysis, Twitter
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-144369OAI: oai:DiVA.org:umu-144369DiVA: diva2:1179445
Educational program
Programme in Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-01 Created: 2018-02-01 Last updated: 2018-02-01Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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  • Other locale
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Output format
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