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How to compete with the funny cat video?: A qualitative study to describe how micro-sized firms can create customer engagement on social medias
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]

Background: Social medias have contributed to big changes in the way firms and customers interact with each other. Due to the great amount of people using social medias, firms have understood the importance of incorporating social medias in their marketing strategy. However, due to increasing competition, customer engagement on social medias has become important. To generate customer engagement, firms must create engaging social media content that is worth the customer’s time and effort. The micro-sized firms are under researched and therefore the authors have chosen micro-sized firms as a study subject and hence the sender of the content.

Purpose: The purpose of this thesis is to describe the key components of creating customer engagement on social medias for micro-sized firms.

Methodology: This research took a qualitative approach in a deductive nature with a descriptive purpose and a cross-sectional research design. The need of primary data was collected by conducting seven semi-structured interviews with social media managers- and consultants. Participants were purposely sampled and the empirical findings were coded, concepts were identified and further categorised while trustworthiness was set to be a criterion for the quality of the research.

Conclusion: The research provided seven key components of engaging social media content for micro-sized firms and further recommendations on how to implement them in the micro-sized firms social media management. The components are described together with an illustration.

Keywords: Micro-sized firms, social media managers, social media, customer engagement, content appeals, social media targeting, social media timing and frequency, qualitative research, semi-structured interviews.

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
Micro-sized firms, social media managers, social media, customer engagement, content appeals, social media targeting, social media timing and frequency, qualitative research, semi-structured interviews
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76402OAI: oai:DiVA.org:lnu-76402DiVA, id: diva2:1223701
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-26 Created: 2018-06-25 Last updated: 2018-06-26Bibliographically approved

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CiteExportLink to record
Permanent link

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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
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