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Creating Brand Awareness Through Social Media: The Role of Social Media in Creating Brand Awareness for Business Actors Within the Beauty Industry in Sweden
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
2019 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave [Kunstnerisk arbeiden]
Abstract [en]

Title: Creating Brand Awareness Through Social Media

Research question: How is social media used by business actors within the beauty industry to generate brand awareness?

Purpose: The main purpose of this thesis is to examine and explore how business actors within the beauty industry in Sweden utilize social media to generate brand awareness.

Method: A qualitative method has been used to analyze this study. The necessary data has been collected by conducting semi-structured qualitative interviews with six business actors within the beauty industry in Sweden and observing Instagram posts on their accounts. Thematic analysis was used to analyze our primary data and content analysis on our secondary data.

Conclusions: Findings showed the three categorical strategies are needed to generate brand awareness through social media. The first being strategic post, the second is ways of promotion and the last one is interactions on the platform.

sted, utgiver, år, opplag, sider
2019. , s. 56
Emneord [en]
Social Media, Brand Awareness, Social Media Marketing Strategies (SMM), Beauty Industry
HSV kategori
Identifikatorer
URN: urn:nbn:se:mdh:diva-43748OAI: oai:DiVA.org:mdh-43748DiVA, id: diva2:1322054
Fag / kurs
Business Administration
Veileder
Examiner
Tilgjengelig fra: 2019-06-19 Laget: 2019-06-10 Sist oppdatert: 2019-06-19bibliografisk kontrollert

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