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Social media as a marketing tool for extreme-sport oriented companies
Umeå University, Faculty of Social Sciences, Department of Informatics.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Marketing in social media has been studied extensively in recent years, but not specifically for extreme-sport oriented companies. Even though most of the extreme-oriented companies are using social media for marketing, only a few pay special attention to its risks and possibilities. The purpose of this study is to identify extreme-sport oriented companies' practices to use social media as a marketing tool. I interviewed eight extreme- oriented companies and athletes. In addition to interviews, I also performed a four weeks observation in social media, mostly in Facebook and Twitter, and made notions about companies' practices in using social media for marketing. Almost all interviewed companies (88 %) were using social media. They usually posted updates about once a week and did not have a marketing strategy. However, it is possible that larger companies, which were not directly interviewed in this study, have a clear strategy for marketing in social media. Interviewed companies used social media in an improvised and unplanned manner. However, through trial and error, extreme-sport oriented companies have found their way to use social media effectively. Writing posts in social media about new products, upcoming events, offers, extreme-sport pictures or films and up-to-date information about the company seemed to be a good way to use social media for marketing. Most of the extreme-sport oriented companies can find social media a very useful marketing tool, but only if they have resources and time to invest to be active on social media.

Place, publisher, year, edition, pages
2013. , 29 p.
Informatik Student Paper Bachelor (INFSPB), 2013.08
Keyword [en]
extreme sports, Facebook, marketing, social media, Twitter
National Category
Information Systems, Social aspects
URN: urn:nbn:se:umu:diva-73329OAI: diva2:631004
External cooperation
Educational program
Digital Media Production
2013-06-07, 14:15 (English)
Social and Behavioural Science, Law
Available from: 2013-06-20 Created: 2013-06-19 Last updated: 2013-11-07Bibliographically approved

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