Twitterallsvenskan: En kvantitativ innehållsanalys om relationsbyggande kommunikation på Twitter
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The rise of the social medias has changed the way organizations must think when itcomes to communicating with the public. No one really knows how to utilize the social medias in the best way, but many argue that organizations should focus on building relationships and being personal in their communication. Many also argue that the use of emotions in your communication should be beneficial. To test these thoughts, we formulated our research question based on previous research (Bruning & Ledingham,1999; Lovejoy & Saxton, 2012; Wang & Zhou, 2015) that categorized organizational communication on Twitter into three different dimensions. In this paper, we study what dimension the Swedish football clubs in Allsvenskan primarily use for building relationships on Twitter and which dimension that generates the most response from their followers. A quantitative content analysis was conducted on 2461 tweets from the 16 teams in Allsvenskan. We used crosstabs, One-Way ANOVA and bivariate correlation analysis in SPSS. Findings suggest that the use of the dimension personal relationship in combination with pathos should generate the most response from Twitter followers. Further research is needed to either verify or reject the statement.
Place, publisher, year, edition, pages
2016. , 53 p.
Relationship management, organization-public relationship, social network theory, public relations
strategisk kommunikation, retorik, kvantitativ innehållsanalys, sociala medier, Twitter, Allsvenskan, sport, fotboll
Media and Communications
IdentifiersURN: urn:nbn:se:lnu:diva-53648OAI: oai:DiVA.org:lnu-53648DiVA: diva2:938374
Subject / course
Media and Communications Science
Media Management Programme, 180 credits
Hamqvist, Sara, Universitetslektor
Forsberg, Anette, Universitetslektor