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The 4P theory's role in a company's social media
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how companies applies the 4P theory in their social media.

The research question of this thesis is as follows:

  • How does a company apply 4P in its social media platforms?

In order to answer the research question of this thesis, the authors have used existing theories on digitalization, the new 4P’s and the traditional 4P’s as well as empirical data in the form of semi structured interviews. The results showed that the 4P theory has an enormous role in these companies’ marketing in social media. 

Place, publisher, year, edition, pages
2019. , p. 50
Keywords [en]
the 4P theory, social media platforms, marketing strategy, digitalization
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-396018OAI: oai:DiVA.org:uu-396018DiVA, id: diva2:1366301
Subject / course
Business Studies
Educational program
Bachelor Programme in Business Studies
Supervisors
Examiners
Available from: 2019-10-30 Created: 2019-10-28 Last updated: 2019-10-30Bibliographically approved

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CiteExportLink to record
Permanent link

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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
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