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Facebooka med dina kunder: En studie i hur svenska dagligvaruföretag kan stärka sina kunders varumärkeslojalitet genom sociala medier
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Facebook with your customers : A study in how Swedish grocery chains can strengthen their customers brand loyalty through social media (English)
Abstract [sv]

Syftet med avhandlingen var att få fram konkreta förslag på hur svenska dagligvaruföretag kan arbeta med Facebook i sin marknadsföring för att öka både befintliga och nya kunders varumärkeslojalitet till företaget.

Teorikapitlet innehåller teorier kring ämnena varumärke, märkeslojalitet, kommunikation, Internet, sociala medier och Facebook. Ytterligare information har även samlats in genom intervjuer med tre experter inom sociala medier för att styrka teorierna kring sociala medier.

Studien visade att svenska dagligvaruföretag idag inte använder sig av Facebook i dess fulla kapacitet. Genom att använda sig av en kombination av grupper, sidor, applikationer och event kan företag stärka sina kunders varumärkeslojalitet. Det handlar om att använda dessa olika verktyg för att skapa en relation med kunden och en kanal för dialog. Kan företaget sedan besvara kundens frågor och funderingar på ett bra och snabbt sätt genom denna nya mediekanal kan en långvarig relation skapas mellan kunden och företaget som i sin tur leder till varumärkeslojalitet hos kunden.

 

Abstract [en]

The purpose of this thesis is to come up with concrete

suggestions how Swedish grocery chains can work with

Facebook in their marketing to increase both existing and

potential costumers brand loyalty towards the company.

 

The theorysection contains theories concerning following subjects:

brand, brand loyalty, communication, Internet, social media and

Facebook. Further information has been collected through

interviews with three experts in social media marketing to

strengthen the theories concerning social media.

 

 

The study has shown that Swedish grocery chains at the moment

are not using the full potential of Facebook. By using a

combination of groups, pages, applications and events the

companies can strengthen their customers brand loyalty. It is all

about using the available Facebooktools to create a relationship

and a dialog with the costumers. If the company is able to answer

the questions and thoughts of the customer in a quick and good

way a long term relationship can be created. This long term

relationship between the customer and the company will open up

for brand loyalty.

Place, publisher, year, edition, pages
2010. , p. 66
Keywords [en]
Social media, Facebook, Communities, Brand loyalty, Communication
Keywords [sv]
Sociala medier, Facebook, Lojalitet, Varumärkeslojalitet, Communities, Kommunikation
National Category
Business Administration Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-4775OAI: oai:DiVA.org:hh-4775DiVA, id: diva2:324674
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-05 Created: 2010-06-15 Last updated: 2010-08-05Bibliographically approved

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