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Social Media Marketing: A case study of Saab Automobile AB
University West, Department of Economics and Informatics.
University West, Department of Economics and Informatics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers’ to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation.

Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy.

Methodology: We have used a hermeneutic and qualitative approach in our study. Our research is both descriptive and explanatory. The study is also of an abductive nature, relying on empirical data and theoretical conceptions. Our empirical data was collected through a personal interview with our case company, and through the company’s social media applications.

Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.

Place, publisher, year, edition, pages
2011. , 61 p.
Keyword [en]
Social media, marketing communication, Saab, marketing integration, marketing
National Category
Business Administration
URN: urn:nbn:se:hv:diva-3379OAI: diva2:421039
Subject / course
International business
Social and Behavioural Science, Law
Available from: 2011-06-10 Created: 2011-06-07 Last updated: 2011-06-10Bibliographically approved

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