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Communities – en marknadsföringskanal med effekt?
Mälardalen University, School of Sustainable Development of Society and Technology. (1726)
Mälardalen University, School of Sustainable Development of Society and Technology. (1726)
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesisAlternative title
Communities – A marketing channel with an effect? (English)
Abstract [sv]

Datum:         2008-11-13

 

Nivå:             Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng

 

Författare:  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde

 

Handledare: Mats Viimne

 

Titel:             Communities – en marknadsföringskanal med effekt?

 

Syfte:            Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.

 

Metod:          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.

 

Slutsats:        Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på.

Abstract [en]

 

Date:             2008-11-13

 

Level:           Bachelor Thesis in Business Administration, 15 ECTS

 

Authors:      Amina Ahmed Ibrahim               Carol Nakajugo Basudde

 

Tutor:           Mats Viimne

 

Title:             Communities – A marketing channel with effect?

 

Purpose:       To describe communities as a marketing channel and its communication effect. 

 

Method:       Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.

 

Conclusion:  Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.

 

Place, publisher, year, edition, pages
2008. , p. 1-34
Keywords
communities, marketing channel, communication effect
Keywords
communities, mediekanal, kommunikationseffekt, nätverksajt
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-4488OAI: oai:DiVA.org:mdh-4488DiVA, id: diva2:127916
Presentation
2008-11-13, R2-121 , Mälardalen Högskola Box 883, 721 23, Västerås, 18:30 (Swedish)
Uppsok

Supervisors
Examiners
Available from: 2008-12-12 Created: 2008-12-10 Last updated: 2008-12-12Bibliographically approved

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