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Allt löser sig, bara vi finns på Facebook.: En kvantitativ studie om hur svenska Facebookanvändare i åldrarna 16-25 interagerar med företag på den sociala nätverkssajten.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Everything will be alright, as long as we’re on Facebook. : A quantitative study about how Swedish Facebook users ages 16-25 interact with companies on the social network. (English)
Abstract [en]

Because social media is personal and reaches users directly, it has become an important means of communication for companies trying to reach out to their audience (Nygren & Wadbring, 2013). Especially the possibility of interactivity has been discussed as social media's big advantage. But how much two-way communication is actually possible on social media? This is a quantitative study that focuses on how Swedish Facebook users in the ages of 16-25 interact with companies on the social network. The aim was to contribute with increased information and knowledge about how the users mentioned above interact with the companies as well as how the users perceive the companies communication and presence on Facebook. With the help of the Uses and gratifications theory and previous research focusing on the theory we created three theoretical themes that we used as an inspiration for our online survey. The survey was distributed on Facebook and the result was later on coded in SPSS. We analyzed the answers using our theoretical themes and theories within them.

The result shows that it is the young Facebook users do not interact with companies on the social network. The users are not involved in a dialogue with them, what does motivate the users to interaction and sharing is a high involvement and that a person need to be one that already tend to share in order to be affected by others on Facebook. The results also show that the users however require that the potential for interaction should exist. At the same time the users think it is important that companies are available on the social network. They also think it is significant to be able to find information about companies on Facebook, whether or not they interact with them.

Place, publisher, year, edition, pages
2014. , 42 p.
Keyword [en]
Social media. Social networksites. Facebook. Informationssearching. Interactivity. Information sharing. Influence. Uses and gratifications theory. Media. Communication. Electronic Word-OF-Mouth. Interpersonal communication.
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-35712OAI: diva2:730072
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Available from: 2014-06-27 Created: 2014-06-27 Last updated: 2014-06-27Bibliographically approved

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Knutsson, FridaRyngmark, Hanna
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