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Hoppa på tåget eller stå kvar vid stationen?: Organisationers användning av sociala medier
Karlstad University. Karlstad University, Faculty of Economic Sciences, Communication and IT. Karlstad University.
Karlstad University. Karlstad University, Faculty of Economic Sciences, Communication and IT.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Get on the train or remain at the station? : Organizations' use of social media (English)
Abstract [en]

Purpose:

The purpose of this paper is to investigate and clarify some of the factors that influence organizations to adopt or reject the social media, and if the emergence of social media influenced the organization's communication.

Metohodology:

A qualitative methodology has been used to execute the study. The source has been semi structured interviews with chosen representatives from several organizations.

Theoretical perspective:

The theoretical basis for the execution of the methodology is based on the provisional theoretical demarcation uses and gratifications theory. For analysis diffusion of innovations theory is applied.

Emperical findings:

The empirical material includes interviews with representatives from twelve selected organizations, defined as companies in the industry and authorities, in seven different industries.

Conclusion:

 

The main factors affecting an adoption of social media is the organization’s open structure, the ability to see opportunities with social media and that they are seen as a natural part of development in the communications field. The main factors affecting a rejection of social media is ignorance, the organization's governance and that there must be a need that social media can fill. Neither users nor non-users believe that social media can replace traditional media. They are a complement to existing media, where the oral personal communication is superior to other forms.

Place, publisher, year, edition, pages
2010. , p. 58
Keywords [en]
Social media, diffusion of innovation theory, uses and gratifications, organizations, communication strategy, communication channels
Keywords [sv]
Sociala medier, spridningsteori, uses and gratifications, organisationer, strategisk kommunikation, kommunikationskanaler
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-5489OAI: oai:DiVA.org:kau-5489DiVA, id: diva2:306238
Presentation
2010-01-28, Karlstad, 11:15 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-05-10 Created: 2010-03-22 Last updated: 2010-05-10Bibliographically approved

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CiteExportLink to record
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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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  • asciidoc
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