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Nu är det dags för fotboll 2.0: En studie om hur fotbollsklubbar i Allsvenskan arbetar med relationsmarknadsföring med hjälp av sociala medier.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Nu är det dags för fotboll 2.0 I En studie om hur fotbollsklubbar i allsvenskan

arbetar med relationsmarknadsföring med hjälp av sociala medier.

Short explanation of the title

We chose the title “Nu är det dags for fotboll2.0”because it relates to the social

habits that occurs between individuals within society today. People are more

interactive online than before due to the development of Web 2,0 and social medias.

Main purpose

The main purpose of this thesis is to describe how professional football clubs use

social media tools to establish, maintain and develop relationships with costumers

within the field of sports.

Methodology

The thesis is based on a qualitative research with an inductive approach to make it

possible to create a depth within the research. In addition, we have a hermeneutic

perspective to build an understanding for the hard labour that is put in action by

workers in the football clubs only for the reasons of making relationships possible

and strengthening bonds by using social media tools. We have gathered the

empirical information trough interviews with main leaders within chosen

organizations that use social media tools on an every day basis. Also, the theoretical

framework is assembled on primary and secondary sources such as scientifically

articles, literature, and well-known websites that are somehow connected to social

media and relationship management.

Conclusion

The clubs work with relationship marketing through social media by creating a

gravitational pull to their organisations through providing a constant flow of

information. The organisations use social media information channels, but also as

web-based meeting places encouraging discussions and feedback. Social media is

used as a tool for creating a unified experience around the organisations and its

product.

Place, publisher, year, edition, pages
2011. , 126 p.
Keyword [sv]
Relationsmarknadsföring, social media, fotbollsklubbar, Allsvenskan
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13002OAI: oai:DiVA.org:lnu-13002DiVA: diva2:426587
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-28 Created: 2011-06-23 Last updated: 2011-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • Other style
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  • en-US
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  • nn-NB
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  • Other locale
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Output format
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