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  • 1.
    Höjer, Felicia
    et al.
    Mälardalen University, School of Business, Society and Engineering.
    Ljungdahl, Anna
    Mälardalen University, School of Business, Society and Engineering.
    "One ear to the Ground, One ear to the Playground": En kvalitativ studie som skapar förståelse för hur företag kan nå ungdomar via relationsbaserad marknadsföring.2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: 

    The purpose of the study is to contribute with knowledge and create an understanding for how companies can reach young people (13-18 years old) through relationship-based marketing. This study also aims to understand whether companies see Influencer Marketing as a relationship-creating activity.

    Research Questions: 

    ● What methods do companies use when applying relationship marketing to reach youths? 

    ● What are the difficulties and how do companies manage them? 

    Method: This study uses a qualitative method and is based on a theoretical framework and four semi structured interviews, with four different companies.

    Conclusion: This study shows the difficulties companies meet when reaching youths through relationship-based marketing activities. It shows that youths find it more difficult understanding advertising and ethical rights, but still companies find youths as an attractive target group. As a result companies must adapt transparent and authentic communication in order to reach youths in relationship-based activities. Companies must also pay attention to youths rapid behavioral changes in order to reach a long-term relationship. Influencers can be used as part of the relationship-based marketing to reach youths, however, a connection to the trademark and a planned strategy need to exist in order to benefit both parties. 

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