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Starkare varumärke genom användande av sociala medier: En kvalitativ fallstudie av Volkswagen Sverige
Södertörn University, School of Business Studies.
Södertörn University, School of Business Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem-definition: How companies work with social media to strengthen their brand equity and what other purposes might lay behind this usage.

Purpose: How Volkswagen Sweden use social media in order to strengthen their brand equity.

Method: Qualitative case- study of Volkswagen Sweden where a number of respondents will be interviewed with the help of a semi structured interview guide.

Theories: A number of theories in the field of brand equity and communication theory will be used in this paper, some of these theories are, Post-model, Social technographics ladder, brand equity and word of mouth.

Empiric: A semi-structured interview guide will be shaped from theory and answered through interviews with people who have knowledge within the field.

Conclusions: Extracted from the results the research members has identified a number of important factors that business should consider when they work with social media or planning to. They have also answered how business can strengthen their brand equity with social media.

Abstract [sv]

Problemformulering: Hur arbetar företag med sociala medier för att stärka varumärkeskapitalet, samt vilka andra syften kan ligga bakom detta användande. 

Syfte: Hur Volkswagen Sverige använder sig av sociala medier för att stärka sitt varumärkeskapital.

Metod: Kvalitativ fallstudie av Volkswagen Sverige där ett flertal respondenter intervjuas med hjälp av en semistrukturerad intervjuguide.

Teori: Ett flertal teorier inom kommunikation och varumärkesteori har använts, några av dessa är brand equity, post-modellen, social technographics ladder & word of mouth. 

Empiri: Semistrukturerade intervjuguider har utifrån teori formats och besvarats genom intervju med personer som besitter kunskap inom ämnesområdet.

Slutsats: Utifrån undersökningen som utförts har forskingsmedlemmarna identifierat ett flertal viktiga faktorer för att lyckosamt implementera och arbeta med sociala medier. Samt besvarat frågeställningen hur företag kan stärka varumärkeskapitel genom sociala medier.

Place, publisher, year, edition, pages
2012. , 84 p.
Keyword [en]
Social media, Social networks, Brand, Brand equity, Communication, relationship marketing, word of mouth, word of mouse, push and pull marketing, Facebook, Volkswagen, B2C.
Keyword [sv]
Sociala medier, sociala nätverk, varumärke, varumärkeskapital, kommunikation, relationsmarknadsföring, word-of-mouth, word-of-mouse, push- & pullmarknadsföring, Facebook, Volkswagen och B2C.
National Category
Business Administration
URN: urn:nbn:se:sh:diva-16896OAI: diva2:545255
Subject / course
Business Studies
2012-05-30, MA755, Alfred Nobels allé 7, Flemingsberg, 14:00 (Swedish)
Social and Behavioural Science, Law
Available from: 2012-08-20 Created: 2012-08-18 Last updated: 2012-08-20Bibliographically approved

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