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Marketing through web 2.0: How likes, shares and comments can effect organizations
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With the statistical numbers that shows how companies year after year moves more and more money from traditional marketing budgets to inbound marketing budgets as a result of a past success within the field of inbound marketing, the purpose of this study is to examine what can be derive from their use of the Web 2.0 technology as a marketing tool. The target-group for this study is mainly organizations that are interested in the use of Web 2.0 technologies and an academic audience as students and researchers.This study have used it selves of a Hermeneutics scientific approach and an abductive approach towards the relationship between theory and research. Semi-structured interviews have been conducted as the method for collection of data for the empirical study. The selections of the respondents to the empirical study have been selected through different criterias were the organizations use and frequency of use of Web 2.0 technology were a primary criteria.The conclusion of this study shows that there are some major advantages that can be derived from the use of Web 2.0 technology in organizations marketing communication, the interactions with consumer and the use of the interaction to improve organizations processes. The drawbacks that were discovered are mainly the organizational changes that an organization has to go through when implementing Web 2.0 technologies in their marketing communication and the risk of negative viral spread. The future opportunity for using Web 2.0 in marketing communication is that it can lead to new creative ways to interact with the customers.

Place, publisher, year, edition, pages
2015. , 89 p.
Keyword [en]
Web 2.0, Marketing, E-Marketing, Inbound Marketing, Social Media, Blogs, RSS, SEO
National Category
Computer and Information Science
URN: urn:nbn:se:hb:diva-8682OAI: diva2:896743
Subject / course
Social and Behavioural Science, Law
Available from: 2016-01-25 Created: 2016-01-22 Last updated: 2016-01-25Bibliographically approved

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2014KANI14(1099 kB)203 downloads
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Faculty of Librarianship, Information, Education and IT
Computer and Information Science

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