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Sociala medier för marknadsföring: En fallstudie om vilka strategier som finns för marknadsföring via Facebook hos svenska researrangörer
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 thesisAlternative title
Social media marketing : A case study on the strategies available for marketing through Facebook by Swedish touroperators (English)
Abstract [en]

In this study, we have examined how Swedish tour operators are using social media as part of their marketing plan. Our purpose was to find out which strategies they use in the area of social marketing. The companies that were examined were Ving, Fritidsresor and Jambo tours, and the social network site that the research focused on was Facebook. The examination was conducted with a content analysis of the companies' Facebook pages and qualitative, structured interviews with the companies. The aim was to compare the various tour operators Facebook pages in order to get a broader overview of the companies marketing strategies. The results varied between the companies, but in many aspects they had similar strategies. The companies primarily use their Facebook pages to disseminate information, but also for communication with their target groups. This is also what previous research shows is an important part of the social media strategy.

Place, publisher, year, edition, pages
2012. , 74 p.
Keyword [en]
Social media, Marketing, Social marketing, Tour operators
Keyword [sv]
Sociala medier, Marknadsföring, Social marknadsföring, Researrangörer
National Category
Media Engineering
URN: urn:nbn:se:sh:diva-18168OAI: diva2:601165
Subject / course
Media Technology
Available from: 2013-01-30 Created: 2013-01-28 Last updated: 2014-01-31Bibliographically approved

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