Marknadsföring på sociala medier - Kan köpbeslut skapas vid social medieanvändning?
(2024) FEKH29 20241Department of Business Administration
- Abstract (Swedish)
- Abstract
Title: Social media marketing: Can purchasing decisions be created through social media usage?
Seminar date: 2024-05-30
Course: FEKH29, Degree Project in marketing, Business Administration, Undergraduate
level, 15 University Credits Points 15 ECTS
Authors: Maja Wiklund, Ebba Björkdahl and Alice Jönsson
Advisor: Patrik Stoopendahl
Key words: Digital marketing, social media, social media marketing, social media usage, the digital customer journey
Research question: How do consumers describe their use of social media? How do consumers explain that social media marketing shapes their purchase decisions today?Purpose: This study aims to comprehend how contemporary consumers utilize social media and perceive marketing on social... (More) - Abstract
Title: Social media marketing: Can purchasing decisions be created through social media usage?
Seminar date: 2024-05-30
Course: FEKH29, Degree Project in marketing, Business Administration, Undergraduate
level, 15 University Credits Points 15 ECTS
Authors: Maja Wiklund, Ebba Björkdahl and Alice Jönsson
Advisor: Patrik Stoopendahl
Key words: Digital marketing, social media, social media marketing, social media usage, the digital customer journey
Research question: How do consumers describe their use of social media? How do consumers explain that social media marketing shapes their purchase decisions today?Purpose: This study aims to comprehend how contemporary consumers utilize social media and perceive marketing on social media during social media usage. Additionally, the study aims to provide further understanding and theoretical groundwork for how the digital customer journey, generated through social media usage and marketing on social media, is experienced and shaped by the
consumer.
Methodology: To answer the purpose of this study and the two research questions, a qualitative study was conducted with an abductive approach. The empirical material of the study consists of in-depth interviews, with eleven semi-structured interviews being conducted.
Theoretical perspectives: The theoretical frame of reference of the study consists of previous research on consumer usage of social media, consumer experience of social media marketing, and the customer journey. Additionally, previous research includes formulated concepts regarding social media and purposes of social media usage. The framework provides a foundation for analyzing the empirical data and previous research.Result: Based on the empirical material, five primary purposes of social media usage were identified: inspiration, pastime, entertainment, communication, and education and information. Furthermore, the study illustrates how consumers shape their customer journey based on their experiences with social media marketing during social media usage. It is evident that the customer journey is perceived differently depending on the individual's primary purpose for using social media.
Conclusion: The study provides researchers and companies using social media marketing with insight into what consumers use social media for and how this influences their interest in the displayed marketing. Furthermore, it creates additional insight into how consumers experience and shape the customer journey during activity on social media platforms. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9168429
- author
- Björkdahl, Ebba LU ; Wiklund, Maja LU and Jönsson, Alice LU
- supervisor
- organization
- course
- FEKH29 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- Digital marketing, social media, social media marketing, social media usage, the digital customer journey
- language
- Swedish
- id
- 9168429
- date added to LUP
- 2024-06-28 11:27:34
- date last changed
- 2024-06-28 11:27:34
@misc{9168429,
abstract = {{Abstract
Title: Social media marketing: Can purchasing decisions be created through social media usage?
Seminar date: 2024-05-30
Course: FEKH29, Degree Project in marketing, Business Administration, Undergraduate
level, 15 University Credits Points 15 ECTS
Authors: Maja Wiklund, Ebba Björkdahl and Alice Jönsson
Advisor: Patrik Stoopendahl
Key words: Digital marketing, social media, social media marketing, social media usage, the digital customer journey
Research question: How do consumers describe their use of social media? How do consumers explain that social media marketing shapes their purchase decisions today?Purpose: This study aims to comprehend how contemporary consumers utilize social media and perceive marketing on social media during social media usage. Additionally, the study aims to provide further understanding and theoretical groundwork for how the digital customer journey, generated through social media usage and marketing on social media, is experienced and shaped by the
consumer.
Methodology: To answer the purpose of this study and the two research questions, a qualitative study was conducted with an abductive approach. The empirical material of the study consists of in-depth interviews, with eleven semi-structured interviews being conducted.
Theoretical perspectives: The theoretical frame of reference of the study consists of previous research on consumer usage of social media, consumer experience of social media marketing, and the customer journey. Additionally, previous research includes formulated concepts regarding social media and purposes of social media usage. The framework provides a foundation for analyzing the empirical data and previous research.Result: Based on the empirical material, five primary purposes of social media usage were identified: inspiration, pastime, entertainment, communication, and education and information. Furthermore, the study illustrates how consumers shape their customer journey based on their experiences with social media marketing during social media usage. It is evident that the customer journey is perceived differently depending on the individual's primary purpose for using social media.
Conclusion: The study provides researchers and companies using social media marketing with insight into what consumers use social media for and how this influences their interest in the displayed marketing. Furthermore, it creates additional insight into how consumers experience and shape the customer journey during activity on social media platforms.}},
author = {{Björkdahl, Ebba and Wiklund, Maja and Jönsson, Alice}},
language = {{swe}},
note = {{Student Paper}},
title = {{Marknadsföring på sociala medier - Kan köpbeslut skapas vid social medieanvändning?}},
year = {{2024}},
}