social media and brand awareness
2010:129
BACHELOR THESIS
Social media and brand awareness
- a case study in the fast moving consumer goods sector
Maria Johansson
Luleå University of Technology
Bachelor thesis
Marketing
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2010:129 - ISSN: 1402-1773 - ISRN: LTU-CUPP--10/129--SE
SOCIAL MEDIA AND BRAND AWARENESS
A case study in the fast moving consumer goods sector
Maria Johansson
2010-06-09
Luleå University of Technology
Bachelor Thesis (C-uppsats)
Department of Business Administration and Social Sciences
Division of Industrial Marketing, e-commerce and Logistics
ACKNOWLEDGEMENTS
Many thanks to the respondents of the company in the single case study for taking time and energy to participate in this study and in the interview, and to share valuable information so generously. I would also like to thank my supervisor Lars Bäckström for his constructive support and assistance.
ABSTRACT
We live in the midst of a global communications’ boom where the use of social media between individuals for personal and professional use is widespread. It has been predicted that 2010 is the year when the use of social media for branding purposes will really take off in the corporate sector. The purpose of this thesis has been to look at how social media can create brand awareness. The specific area of fast moving consumer goods was chosen. This study is of an exploratory, descriptive and qualitative character, and by looking at a single case, it has been possible to withdraw necessary primary and secondary data. The most important findings were that the theoretical framework does explain how the company in the case study uses social media to create brand awareness. The great challenge that came up in the case study was for the company to find the right balance between providing contents of great interest for the audience, while at the same time
BACHELOR THESIS
Social media and brand awareness
- a case study in the fast moving consumer goods sector
Maria Johansson
Luleå University of Technology
Bachelor thesis
Marketing
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2010:129 - ISSN: 1402-1773 - ISRN: LTU-CUPP--10/129--SE
SOCIAL MEDIA AND BRAND AWARENESS
A case study in the fast moving consumer goods sector
Maria Johansson
2010-06-09
Luleå University of Technology
Bachelor Thesis (C-uppsats)
Department of Business Administration and Social Sciences
Division of Industrial Marketing, e-commerce and Logistics
ACKNOWLEDGEMENTS
Many thanks to the respondents of the company in the single case study for taking time and energy to participate in this study and in the interview, and to share valuable information so generously. I would also like to thank my supervisor Lars Bäckström for his constructive support and assistance.
ABSTRACT
We live in the midst of a global communications’ boom where the use of social media between individuals for personal and professional use is widespread. It has been predicted that 2010 is the year when the use of social media for branding purposes will really take off in the corporate sector. The purpose of this thesis has been to look at how social media can create brand awareness. The specific area of fast moving consumer goods was chosen. This study is of an exploratory, descriptive and qualitative character, and by looking at a single case, it has been possible to withdraw necessary primary and secondary data. The most important findings were that the theoretical framework does explain how the company in the case study uses social media to create brand awareness. The great challenge that came up in the case study was for the company to find the right balance between providing contents of great interest for the audience, while at the same time
References: integrated in the organizations and really start to become useful for companies and become important tools in the communication (Carlsson 2010) kinds of social media are the most promising way to reach new customers (Weber 2009) At the same time, one of the most prominent names in research about branding and related way forward in managing this complexity, is for companies to be able to coordinate messages and their marketing efforts across all medias (Aaker 1996) 1.1.1 SOCIAL MEDIA What is social media? Kaplan and Haenlein (2010, p 60) define social media as "a group of platform on which social media is based (Carlsson 2010). bookmarking (Kaplan and Haenlein, 2010; Weber, 2009). Weber also includes search engines in the definition of social web, and describes them as reputation aggregators with the task of aggregating sites with the best product or service to offer and usually put things in order of reputation (Weber 2009). customers and between customers can flourish. (Weber 2009) According to a study made in 2010 in the United Kingdom amongst 30 companies (which are be those who embrace the social media and who see change as an opportunity. (Harris and Rae 2010) Czinkota and Ronkainen (2010), brands are important because they shape customer decisions and ultimately create economic value (www.entrepreneur.com. Retrieved 100424) The brand and marketing consultancy Prophet.com highlights the following elements in the (www.prophet.com. Retrieved 100424) This proposition takes the perspective of looking into the management of several brands at the same time.