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Innehållsmarknadsföring på sociala medier: En studie om Generation Y:s mottaglighet i sociala mediekanaler
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

By reading earlier research on Generation Y, content marketing and on social media during the working process the problem has gradually changed, in accordance with an abductive research approach. The study focus has developed from examine marketing methods on marketing towards Generation Y to include on what social media platform Generation Y is most susceptible for content marketing.

The purpose of this study is to help companies whose target market is Generation Y to aim their content marketing through the right distribution channels, to save time and money. To meet this objective and to answer the main question of this study, empirical data was collected through a web based, quantitative survey which was completed by a total of 301 respondents, all of them belonging to Generation Y. The collected quantitative data was contrasted with existing theory and was analysed.

The study concluded that Facebook is the social media channel where Generation Y feel most susceptible for content marketing, followed by YouTube. 

Place, publisher, year, edition, pages
2014. , 38 p.
Keyword [sv]
Marknadsföring, Innehållsmarknadsföring, Generation Y, Sociala Medier
National Category
Business Administration
URN: urn:nbn:se:hh:diva-26040OAI: diva2:731860
Subject / course
International Marketing
Available from: 2014-08-04 Created: 2014-07-02 Last updated: 2014-08-04Bibliographically approved

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