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Of Swedes & Facebook 2022

Tunca, Burak LU orcid and Anselmsson, Johan LU (2022)
Abstract
2022 has not been a good year for Facebook (Meta) so far. The stock price is plunging, the company is still under fire for the extent of misinformation on the platform, and the number of users are decreasing for the first time in the US. Marketing and technology analysts are speculating whether Facebook reached its peak and began losing the competition against other rising platforms like TikTok.

Yet, Facebook is still a big player, especially in Sweden: 7 out of 10 Swedes have used the platform last year. Then what about the perceptions of Facebook in Sweden? Are Swedish consumers still positive towards Facebook? What do they think about the influence of the platform on the society? Why did some of them leave Facebook? This report... (More)
2022 has not been a good year for Facebook (Meta) so far. The stock price is plunging, the company is still under fire for the extent of misinformation on the platform, and the number of users are decreasing for the first time in the US. Marketing and technology analysts are speculating whether Facebook reached its peak and began losing the competition against other rising platforms like TikTok.

Yet, Facebook is still a big player, especially in Sweden: 7 out of 10 Swedes have used the platform last year. Then what about the perceptions of Facebook in Sweden? Are Swedish consumers still positive towards Facebook? What do they think about the influence of the platform on the society? Why did some of them leave Facebook? This report attempts to answer such questions. (Less)
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Book/Report
publication status
published
subject
keywords
facebook, digital marketing, consumer attitudes
publisher
Lund University
project
Digital Competences of Swedish Brands
language
English
LU publication?
yes
id
e307ac24-70cb-4a6f-8dd2-5be26abfc2e6
date added to LUP
2022-09-27 12:06:30
date last changed
2022-09-27 13:48:27
@techreport{e307ac24-70cb-4a6f-8dd2-5be26abfc2e6,
  abstract     = {{2022 has not been a good year for Facebook (Meta) so far. The stock price is plunging, the company is still under fire for the extent of misinformation on the platform, and the number of users are decreasing for the first time in the US. Marketing and technology analysts are speculating whether Facebook reached its peak and began losing the competition against other rising platforms like TikTok.<br/><br/>Yet, Facebook is still a big player, especially in Sweden: 7 out of 10 Swedes have used the platform last year. Then what about the perceptions of Facebook in Sweden? Are Swedish consumers still positive towards Facebook? What do they think about the influence of the platform on the society? Why did some of them leave Facebook? This report attempts to answer such questions.}},
  author       = {{Tunca, Burak and Anselmsson, Johan}},
  institution  = {{Lund University}},
  keywords     = {{facebook; digital marketing; consumer attitudes}},
  language     = {{eng}},
  title        = {{Of Swedes & Facebook 2022}},
  url          = {{https://lup.lub.lu.se/search/files/124622876/Of_Swedes_and_Facebook_2022.pdf}},
  year         = {{2022}},
}