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Future of online marketing: Consumer Recommendations
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digital marketing, thanks to aspects as social media and e-commerce, has been growing, however has not completely taken over the marketing field. Influencers are getting a bigger role as marketing tools with the shift of power evolving. Due to these reasons is why and how consumer recommendations have become such a big trend nowadays. 

Place, publisher, year, edition, pages
2018.
Series
TRITA-ITM-EX:2018 ; 341
Keywords [en]
marketing, digital marketing, social media, influencer, consumer recommendation, crowdsource, crowdscore, FMCG
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-246041OAI: oai:DiVA.org:kth-246041DiVA, id: diva2:1295437
Supervisors
Examiners
Available from: 2019-03-11 Created: 2019-03-11 Last updated: 2019-03-11Bibliographically approved

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Industrial Economics and Management (Dept.)
Economics and Business

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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  • de-DE
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  • en-US
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  • Other locale
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Output format
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