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Bli nådd, bli vald, bli spridd: - En studie om hur majorbolagen i musikbranschen använder sociala medier som en kommunikationskanal mot fansen.
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 thesisAlternative title
Be reached, be elected, be spread : - A study of how major companies in the music industry using social media as a communication channel to the fans. (English)
Abstract [sv]

Syfte och forskningsfråga

Syftet med den här uppsatsen är att analysera på vilket sätt majorbolagen marknadsför sina artister på sociala medier och hur kommunikationer ser ut mellan artist och fans. Detta gör vi genom att undersöka vilket medvetet arbete som ligger bakom marknadsföringen, hur detta påverkar relationen mellan artist och fans samt hur detta följs upp. Uppsatsens forskningsfråga formulerades med syftet i åtanke och blev följande: På vilket sätt använder majorbolagen sociala medier för att etablera varaktiga relationer mellan artist och fans?

Metod

Vi har valt att använda oss av en kvalitativ forskningsmetod. Insamlingen av material har skett genom primärkällor samt sekundärkällor och det empiriska materialet har skett genom semi-strukturerade intervjuer. Vårt urval av respondenter var sex personer med olika positioner inom musikbranschen, detta för att få en bredare syn på forskningsområdet.

Slutsatser

Vi har i vår analys kommit fram till att majorbolagen anpassar sin kommunikation till vart fansen befinner sig, hur de pratar, rör sig men även att låta dem vara delaktiga och interaktiva. I uppsatsens analys framkom det även att majorbolagen är i sin marknadsföring noga med att artisten inte ska finnas på alla kanaler om den inte har en aktiv kommunikation. Det är även en fördel att visa andra intressen än musiken. 

Abstract [en]

Purpose and research questions

The purpose of this study is to analyze the way in which major companies promote their artists on social media and what the communication looks like between artists and their fans. We do this by making it clear whether there is an underlying work that affects how the marketing appears between artists and fans and if it is possible to follow up the work. To answer this purpose we have created a research question: How do major companies use social media to establish long lasting relationships between artist and fans?

Method

We have chosen to use a qualitative research method in our thesis. The collection of material has been through primary sources and secondary sources and the empirical material consists of semi-structured interviews. Our selection of respondents was six people with different positions in the music industry, in order to get a broader view of research.

Conclusions

We have in our analysis concluded that the major companies adapt their communications to where the fans are, how they talk, move, but also to let them be involved and interactive. In the analysis of the thesis it is also revealed that the major companies in their marketing are making sure that the artist should not be on all channels if it doesn’t have an active communication. It is also an advantage to show interests other than music.

Place, publisher, year, edition, pages
2015.
Keyword [en]
social media, marketing, relationship, brand building, major companies, the music industry, communication
Keyword [sv]
sociala medier, marknadsföring, relationer, varumärkesbyggande, majorbolag, musikbranschen, kommunikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-43727OAI: oai:DiVA.org:lnu-43727DiVA: diva2:817830
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Presentation
2015-06-01, Kalmar, 13:00 (Swedish)
Supervisors
Examiners
Available from: 2015-06-15 Created: 2015-06-06 Last updated: 2015-06-15Bibliographically approved

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