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Användarspridd reklam på Facebook: En kvalitativ studie om hur användarspridd information på Facebook uppfattas av användarna
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this Bachelor’s essay we discuss whether eWOM (electronic word-of-mouth) is perceived as advertisement or as normal information, which is not influenced by any company, on the platform Facebook. The information which we were interested in is the one spread by normal users, and user’s perception of it. To find our results we have conducted a study in which we have used the method interview, which gives qualitative results. Our chosen selection group contains young adults with ages spreading from 19 to 24, mainly because the group with ages between 16 to 24 is the group with most users according to “Statistiska centralbyrån” (2011). Our result points towards that users perceive a dichotomy between Facebook’s advertising and information spread by other users. The factor of interest (of the users) is according to our findings important to get a potential customer interested in a product. The other factor which makes opinions more trustworthy is the relationship one has with the source of the information. The closer the friend, the more trustworthy the information is pursuant to our results. What this could mean in the future of marketing is hard to predict but our results and earlier research could point towards new marketing strategies for companies.

Place, publisher, year, edition, pages
2012. , 32 p.
Keyword [en]
eWOM, WOM, UGC, Facebook, user-spread information, user-spread advertisment
Keyword [sv]
eWOM, WOM, användar-genererat innehåll, Facebook, användarspridd information, användarspridd reklam
National Category
Media and Communication Technology
URN: urn:nbn:se:sh:diva-18109OAI: diva2:600398
Subject / course
Media Technology
Available from: 2013-01-24 Created: 2013-01-24 Last updated: 2014-01-31Bibliographically approved

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