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Fastighetsmäklares användning av sociala medier som arbetsverktyg: - med fokus på personligt varumärkesbyggande
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

The use of Social Media has increased rapidly and in present it’s been used bymore than the majority of all Swedes. Companies should be present wherecustomers exist, that’s why companies need to engage in marketing their brand through social media. This can be done using a digital strategy. Studies have shown that employees are being associated with the company as individuals, because the individual employee is the one who is communicating with the customer. This results in that the employees’ individual personal brand isimportant.

In this study, the focus is on marketing the personal brand through the social media platform Instagram. We want to find out how real estate agents use these platforms as a tool and more specifically with a focus on the personal brand.

Our main question is: How do real estate agents use social media as a marketing tool with a focus on personal branding?

In order to get an answer to this question, a qualitative study has been conducted where we have chosen to contact several real estate agents with the criterion that they are active on the social media-platform Instagram, with explicit user accounts linked to their work. With their help, we were able to conduct personal interviews to gain a deeper understanding.

This resulted in us getting an idea that different real estate agents use different digital strategies according to what they personally consider important to focus on, but all activities are ultimately aimed at promoting the personal brand. All respondents consider themselves gaining advantages over competitors as a result of their use of social media.

Keywords: Social Media, Personal Brand, Digital Strategy, Customer Relationship

Place, publisher, year, edition, pages
2019. , p. 55
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-74567OAI: oai:DiVA.org:kau-74567DiVA, id: diva2:1346898
Subject / course
Business Administration; Business Administration
Educational program
Business Administration and Economics, 180 hp; Real Estate Management, 180 hp
Supervisors
Examiners
Available from: 2019-08-29 Created: 2019-08-29 Last updated: 2019-08-29Bibliographically approved

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File name FULLTEXT01.pdfFile size 552 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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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