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Sharing is Caring: En studie om viral marknadsföring i ideella organisationer.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The increased use of social media in recent years has attracted the attention of different kinds of nonprofit organisations. The purpose of this study is to identify a foundation for viral strategies for nonprofit organisations as well as to understand the current interactivity between the organisation and its followers in social media. Following that we have chosen the research question: In what ways can nonprofit organisations develop viral marketing in social media? The study has a qualitative research methodology with empirical findings as base. We have throughout the research process strived for an inductive nature in the study though there are deductive elements. The materials used to strengthen the study are from primary sources as well as secondary sources with the primary sources being semi-structured interviews. We have identified that the nonprofit organisations in the study have an active presence in social media yet do not fully exploit the high interactivity that social media can facilitate. Our findings also show that a viral campaign strategy is absent due to minimal resources though there is a willingness of making viral content.

Place, publisher, year, edition, pages
2015. , p. 74
Keywords [en]
Viral marketing, social media, nonprofit marketing, sharing
Keywords [sv]
Viral marknadsföring, sociala medier, ideell marknadsföring, delning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-39383OAI: oai:DiVA.org:lnu-39383DiVA, id: diva2:783036
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2015-02-10 Created: 2015-01-23 Last updated: 2015-02-10Bibliographically approved

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Sharing is Caring(827 kB)425 downloads
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Type fulltextMimetype application/pdf

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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