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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
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis [Artistic work]
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.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [en]
Social Media, Brand Awareness, Social Media Marketing Strategies (SMM), Beauty Industry
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-43748OAI: oai:DiVA.org:mdh-43748DiVA, id: diva2:1322054
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-10 Last updated: 2019-06-19Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
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  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
  • rtf