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Hur kommunicerar ni för att attrahera användare?: En kvalitativ studie om hur delningsekonomiföretag kommunicerar med användare i sociala medier
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
How do you communicate to attract users? : A qualitative study on how sharing economy companies communicate with users through social media (English)
Abstract [sv]

Delningsekonomiföretag kännetecknas av digitala plattformar vars värde ökar med antalet användare. Tidigare forskning har dock visat på att svårigheter existerar angående vem, samt vilka kanaler marknadskommunikationen ska ske genom för att nya användare ska attraheras. Konsumenter idag spenderar allt mer tid på internet och sociala medier har setts möjliggöra för smidigare interaktioner mellan användare och mellan användare och företag på digitala plattformar. Då forskning däremot saknas om innebörden av sociala medier som kommunikationskanaler inom delningsekonomin samt hur dessa används för att uppfylla företagens mål ses det därför som väsentligt att skapa förståelse för hur dessa agerar i sin kommunikation genom sociala medier, för att nå kunder.

Abstract [en]

Sharing economy companies are characterized by digital platforms, where value increases with the number of users. Previous research has, however, shown difficulties regarding who, and which channels should be used in marketing communication in order to attract these users. As consumers today are more digital, social media has shown to enable smoother interactions between companies and consumers as well as between consumers. As research is lacking on the relevancy of these channels for communication purposes, within the sharing economy, and how these are used to fulfil company goals, it is therefore considered essential to create an understanding of how existing sharing economy companies communicate to reach users.

Place, publisher, year, edition, pages
2019. , p. 84
Keywords [en]
Sharing economy, Social media, Social media communication, The consumer journey, Attracting users
Keywords [sv]
Delningsekonomi, Sociala medier, Kommunikation, Kundens köpprocess, Attrahera användare
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-158092ISRN: LIU-IEI-FIL-A--19/03079--SEOAI: oai:DiVA.org:liu-158092DiVA, id: diva2:1329801
Subject / course
Master Thesis in International Business and Economics Programme (Business Administration); Master Thesis in Business Administration (Magisteruppsats i Företagsekonomi)
Supervisors
Examiners
Available from: 2019-09-17 Created: 2019-06-24 Last updated: 2019-09-17Bibliographically approved

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Hur kommunicerar ni för att attrahera användare?(1086 kB)2 downloads
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CiteExportLink to record
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Citation style
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