Change search
CiteExportLink to record
Permanent link

Direct link
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
SOCIAL MEDIA: -A study about the importance of Brand Awareness and Trust in Social Media
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Each year, the market place is becoming increasingly globalized and the role of the Internet has been crucial to this phenomenon. Marketers therefore are required to be current on the latest trends. The Internet can be used as a communication tool from the marketers and it is an ever changing medium. At first, most companies were only present through their website, whereas nowadays companies have a greater online presence through Social Media. This study aimed at finding out how Social Media presence can influence Brand Awareness and Trust in Business to Business (B2B) companies. It was based on a research model with two hypotheses. A survey was conducted among Swedish B2B companies within the Ljungby municipality. The survey resulted in 68 complete and usable responses, averaging a response rate of 65%. Using a linear regression, the results of hypotheses testing suggest that the usage of Social Media influences Trust; however it does not influence Brand Awareness. This indicates that companies that are concerned about the level of Trustworthiness within their company should have a Social Media presence, especially on Facebook since it was the most common among companies.

Place, publisher, year, edition, pages
2014. , 112 p.
Keyword [en]
Social Media, Brand Awareness, Trust, B2B.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35822OAI: oai:DiVA.org:lnu-35822DiVA: diva2:731106
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Supervisors
Examiners
Available from: 2014-07-01 Created: 2014-06-30 Last updated: 2014-07-01Bibliographically approved

Open Access in DiVA

C-thesis Andreas Yasmin Mia ISM11(1410 kB)722 downloads
File information
File name FULLTEXT01.pdfFile size 1410 kBChecksum SHA-512
aa4ac737d93ff2653aa9bf586619c888a6f54443cf818ae3b96fe441879832cf294ffc3c3e94f3d4221b3d3d2af4633720decb4c1503e572c6d8a62c36778301
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 722 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1426 hits
CiteExportLink to record
Permanent link

Direct link
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