Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Employee social media actions, a potential brand destroyer?: A quantitative study regarding how employee's actions on social media influence brand attitude.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The communication means used by marketers has fundamentally changed with the rise of social media, however social media has also created a landscape that is hard for the companies to manage. What the employees says on these medias could influence the brand and therefore, companies have formulated guidelines for social media in order to minimize the risk of damaging the brand. The purpose of this study is to explain how employees’ actions on their private social medias change consumers’ brand attitude negatively.This study uses a quantitative approach with a cross-sectional research design. The study uses primary data which was gathered through a questionnaire and was later analyzed through the use of descriptive statistics, ANOVA and Cronbach’s alpha. It was concluded that the results from this study show a negative change in brand attitude in all of the three presented hypotheses. Hence, employee actions on their private social media can change brand attitude negatively.

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
Brand attitude, employee actions, social media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75902OAI: oai:DiVA.org:lnu-75902DiVA, id: diva2:1218461
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-14 Last updated: 2018-06-15Bibliographically approved

Open Access in DiVA

fulltext(2366 kB)81 downloads
File information
File name FULLTEXT01.pdfFile size 2366 kBChecksum SHA-512
46ab1d82c860a6b145d421c1c56390750a2135059292a24317aa0e630b565260704e12a258b675698dbf7b6612e0c840b18839f912de6ca6fd0fae691d4e0f8d
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Billberg, FredrikHorn, JohanLiljedahl, Simon
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 81 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 170 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf