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  • 1.
    Ahmed Ibrahim, Amina
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Basudde Nakajugo, Carol
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Communities – en marknadsföringskanal med effekt?2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    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.

     

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