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Marknadsföring via sociala medier: Hur företag strategiskt använder sociala medier som marknadsföringsverktyg
Karlstad University.
Karlstad University.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to contribute to greater understanding and insight into how for-profit companies use social media as a communication tool. The aim is also to examine if marketing through social media is strategically planned and if results are measured. 

Through this study, the authors were able to conclude that the majority of companies that participated lack knowledge about the use of social media in a beneficial and strategic way. Any written strategy or plan does not exist within the companies, while an oral occur to some extent. Serious measurement tools are only used by one of the companies that buy this as an externally service. 

Place, publisher, year, edition, pages
2014. , p. 57
Keywords [en]
Social media, Online marketing, Webb 2.0, eCRM, Strategy, ROI
Keywords [sv]
Sociala medier, Internetmarknadsföring, Webb 2.0, eCRM, Strategi, ROI
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-32317OAI: oai:DiVA.org:kau-32317DiVA, id: diva2:722118
Subject / course
Business Administration
Educational program
Master Programme in Marketing (one year), 60 hp
Supervisors
Available from: 2019-02-05 Created: 2014-06-05 Last updated: 2019-02-05Bibliographically approved

Open Access in DiVA

D-uppsats: Marknadsföring via sociala medier(1395 kB)123 downloads
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File name FULLTEXT01.pdfFile size 1395 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf