Du är vad du publicerar: En studie om svenska resebyråers kommunikation på Facebook.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
You Are What You Publish : A study on Swedish travel agencies’ Facebook communication (English)
Facebook has over 665 million users worldwide and has created a new venue for companies to interact with their stakeholders. However, since it is a new phenomenon it brings some uncertainty and confusion as how to manage the communication on Facebook, and it is only recently that research and literature has become available on this topic.
The purpose of this study is to investigate how three chosen companies within the travel industry communicate on Facebook. We also compare the results to the existing literature to see how they can improve from a theoretical point of view. We thereby hope to shed a light on, and add knowledge to, a research area where we have identified weaknesses. In order to fulfill our purpose, we used a quantitative content analysis as well as qualitative interviews.
The major findings in our study on Facebook communication include a lack of strategy and target audience awareness, as well as a self-centered communication. These weaknesses are most likely related to the fact that the companies‟ existence on Facebook is still relatively new, and they have not yet fully adapted to the properties and possibilities therein.
Place, publisher, year, edition, pages
2011. , 51 p.
Social Media Marketing, Facebook
Sociala medier, Facebook, Kommunikation, Kvantitativ innehållsanalys
Media and Communications
IdentifiersURN: urn:nbn:se:lnu:diva-12138OAI: oai:DiVA.org:lnu-12138DiVA: diva2:420840
Subject / course
Media and Communications Science
Media Management Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Palm, Lars, Professor