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Social Media Marketing: Social media impact on brand awareness in the case of Husqvarna Sverige's customers
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.

Place, publisher, year, edition, pages
2012. , 65 p.
Keyword [en]
Social media marketing, Husqvarna AB
National Category
Business Administration
URN: urn:nbn:se:hj:diva-18413OAI: diva2:532760
External cooperation
Husqvarna AB
Social and Behavioural Science, Law
Available from: 2012-06-19 Created: 2012-06-12 Last updated: 2012-06-19Bibliographically approved

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