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Sociala nätverkssidor - En varumärkesförmedlare på B2B-marknader.: En studie över större B2B-företags användande av sociala nätverk i ett brand equity-stärkande syfte.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable development according to the University's criteria is not relevant for the essay/thesis
Abstract [en]

Social networks have become an important factor in today’s society. Companies as well as individuals are using these platforms to interact with one another on a daily basis. This phenomenon has mostly been acknowledged by companies on B2C markets where these social network sites are being used to communicate their brand. On B2B markets however, the usage of these platforms have not been as optimistically implemented. Due to this fact, this study means to examine what brand enhancing intentions well-established B2B companies have with their usage of social networking sites.This study conducted a web survey where 89 of Sweden’s most successful companies (in terms of turnover) participated. The respondents’ answers were analyzed through statistic tools such as correlation analyzis, cluster analyzis and descriptive data. The collected data revealed that the respondents could be divided into four separate segments, which further could be divided into two perspectives, where the brand enhancing intentions of the usage of social networking sites seemed to differ.

Key words: Social Networking Sites, B2B, brand equity, perceived quality, brand loyalty, brand recognition, brand recall, brand image.

Place, publisher, year, edition, pages
2015. , 68 p.
Keyword [sv]
Brand equity, B2B, SNS
National Category
Business Administration
URN: urn:nbn:se:hig:diva-19561Archive number: FE1: 77/2015OAI: diva2:819542
Subject / course
Business administration
Educational program
Business administration
Available from: 2015-06-23 Created: 2015-06-10 Last updated: 2016-01-05Bibliographically approved

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