The Effects of Having a Presence in Social Media: Swedish advertising agencies' awareness of social media and its contributing opportunities and risks
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Emerging from traditional marketing platforms in the early millennium is a brand new marketing form called social media. Having a presence in social media is a growing part of marketing communication and it gives companies a voice and a means to converse with their existing and prospective customers. Social media is starting to become a great tool for businesses to develop and maintain strong relationships with customers and is therefore a vital platform for organizations to communicate with their customers. Having a presence in social media will require businesses to be aware of the opportunities and risks that come with using the medium. Not knowing how to use the new channels and the accompanying technique while launching different social media channels can be highly unsuccessful for the business. Learning how to communicate with customers when using social media channels is therefore crucial for a business‟ success in that area.
The purpose of this study is to investigate the effects of having a presence in social media for business-to-business companies, by focusing on the opportunities and risks. Three research questions are developed, based on the literature review. A deductive approach has been applied followed by a qualitative research with a semi-structured form, focusing on the advertising industry. Furthermore, a case study strategy has been carried out with four different advertising agencies located in Sweden.
This study reveals that industry professionals believe that social media is a vital platform for brands to be present in because it allows them to keep contact with current and potential customers. They believe in the magnitude of being able to communicate and interact with people online and how that interaction can lead to new strong relationships. Furthermore, the research shows that advertising agencies have a deep understanding of what a social media can bring them in terms of creating prosperity for their businesses and generate awareness towards their brands and their work.
Finally, the study terminates that having a presence in social media can provide the agencies with more positive than negative effects by gaining a great deal of success and resulting in greater campaign and brand awareness.
Place, publisher, year, edition, pages
2013. , 108 p.
Business-to-Business, Social media, Social presence, Opportunities, Risks
IdentifiersURN: urn:nbn:se:lnu:diva-26843OAI: oai:DiVA.org:lnu-26843DiVA: diva2:630930
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
Halvarsson, Dan, Universitetsadjunkt
Mostaghel, Rana, Lektor