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
Big data analysis of Customers’ information: A case study of Swedish Energy Company’s strategic communication
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Big data analysis and inbound marketing are interlinked and can play a significant role in the identification of target audience and in the production of communication content as per the needs of target audience for strategic communication campaigns. By introducing and bringing the marketing concepts of big data analysis and inbound marketing into the field of strategic communication this quantitative study attempts to fill the gap in the limited body of knowledge of strategic communication research and practice. This study has used marketing campaigns as case studies to introduce a new strategic communication model by introducing the big data analysis and inbound marketing strategy into the three staged model of strategic communication presented by Gulbrandsen, I. T., & Just, S. N. in 2016. Big data driven campaigns are used to explain the procedure of target audience selection, key concepts of big data analysis, future opportunities, practical applications of big data for strategic communication practitioners and researchers by identifying the need for more academic research and practical use of big data analysis and inbound marketing in the strategic communication area. The study shows that big data analysis has potential to contribute in the field of strategic and target oriented communication. Inbound marketing and big data analysis has been used and considered as marketing strategy but this study is an attempt to shift the attention towards its role in strategic communication so there is a need to study big data analysis and inbound marketing with an open mind without confining it with some particular fields.

Place, publisher, year, edition, pages
2019. , p. 73
Keywords [en]
Big Data, Strategic Communication, Inbound marketing, Inbound communication
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-388552OAI: oai:DiVA.org:uu-388552DiVA, id: diva2:1333747
Subject / course
Digital Media
Educational program
Master Programme in Social Sciences
Supervisors
Examiners
Available from: 2019-07-02 Created: 2019-07-01 Last updated: 2019-07-02Bibliographically approved

Open Access in DiVA

fulltext(761 kB)53 downloads
File information
File name FULLTEXT01.pdfFile size 761 kBChecksum SHA-512
cc27fa80307213fbb0341dd230759c19fa94950b3385412a78040afaf831a861769232f3e64aa086ab16fbf7378368f3c48caa9af199a43ffb01a618475cd52f
Type fulltextMimetype application/pdf

By organisation
Media and Communication Studies
Communication Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 53 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: 401 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