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David vs. Goliath: En kvalitativ studie om hur mikroföretag kan använda sökmotorer i sin marknadsföring
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
David vs. Goliath : A qualitative study about how micro enterprises can use search engines in their marketing (English)
Abstract [sv]

Titel:                                  David vs. Goliath

Författare:                        Henriksson, Johannes & Ågehäll, Adam

Institution:                        Linnéuniversitetet, Ekonomihögskolan

Program:                           Ekonomprogrammet inriktning Marknadsföring

Kurs:                                 Företagsekonomi III – Marknadsföring, Examensarbete, 15hp

Handledare:                      Leif Rytting

Examinator:                      Kaisa Lund

 

Syfte:                                 Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing. 

 

Metod:                               Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter.

 

Slutsats:                             Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content.

 

Nyckelord:                          Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken.

 

Fördelning av arbete:         Båda författarna har varit lika delaktiga under alla delar av studien.

Abstract [en]

Title:                                   David vs. Goliath

Authors:                             Henriksson, Johannes & Ågehäll, Adam

Institution:                          Linnaeus University, School of Business and Economics

Programme:                       Business Administration and Economics, specialization Marketing

Course:                               Business Administration III – Marketing, Bachelor Thesis, 15hp

Supervisor:                         Leif Rytting

Examiner:                           Kaisa Lund

 

Purpose:                             The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing. 

 

Method:                              Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants.

 

Conclusion:                         Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content.

 

Keywords:                          Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands.

 

Allocation of work:             Both authors have been equally involved in all parts of the thesis.

Place, publisher, year, edition, pages
2019. , p. 82
Keywords [en]
Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands.
Keywords [sv]
Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-86169OAI: oai:DiVA.org:lnu-86169DiVA, id: diva2:1335075
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-07-05 Created: 2019-07-03 Last updated: 2019-07-05Bibliographically approved

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