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Small but mighty: en kvalitativ studie om lokala designföretags marknadskommunikation
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Studiens syfte är att redogöra för, samt få en djupare förståelse kring lokala designföretags marknadskommunikation. Forskningsfrågorna lyder som följande; Vilka kanaler för marknadskommunikation använder sig lokala designföretag av? samt Hur arbetar lokala designföretag med innehåll och formspråk i sin marknadskommunikation?

 

Genom en kvalitativ metod med deduktiv ansats, utfördes åtta semistrukturerade intervjuer med både företagare och experter. Vidare genomfördes en innehållsanalys samt strukturerade observationer av fem företags digitala och sociala kanaler. Resultatet visar på att det finns gemensamma aspekter när det kommer till vilka kanaler samt vilket innehåll som företagen använder och publicerar. Det går även att utläsa att samtliga företag har en tydlig produktorientering i sin kommunikation. Formspråket baseras dock på företagens egen estetik. Slutligen presenteras studiens resultat i en modell, som utgår från Shannon-Weavers kommunikationsmodell från 1948 och förslag för framtida forskning tydliggörs.

Abstract [en]

The purpose of this study was to describe, as well as gain a deeper understanding of local design companies' marketing communication. The research questions were as follows: Which channels for marketing communication do local design companies use? and How does local design companies work with content and design languages ​​in their market communication?

Through a qualitative method of deduction, eight semistructured interviews were conducted with both entrepreneurs and experts. Furthermore, a content analysis and structured observations were conducted of five companies' digital and social channels. The result shows that there are common aspects when it comes to which channels and what content companies use and publish. It is also possible to read that all companies have a clear product orientation in their communication. The design language is based on the company's own aesthetics. Finally, the study results are presented in a model, based on Shannon-Weaver's communication model from 1948, and proposals for future research are clarified.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Local design companies, marketing tendencies, marketing communication, content, design language, digital channels, social channels.
Keywords [sv]
Lokala designföretag, marknadstendenser, marknadskommunikation, innehåll, formspråk, digitala kanaler, sociala kanaler.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75341OAI: oai:DiVA.org:lnu-75341DiVA, id: diva2:1215138
Subject / course
Business Administration - Other
Educational program
Interior Decoration and Visual Merchandising, 180 credits
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-06-07 Last updated: 2018-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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