A Case Study of Motivators Behind Using Social Networking Sites
(2010)Department of Business Administration
- Abstract
- Title: A Case Study of Motivators Behind The Use of Social Networking Sites Purpose: The purpose of this study is to gain in-depth understanding of the motivating factors behind the target groups engagement with company profiles within Social Networking sites. Furthermore the aim is to gain knowledge about what content is attractive on a company profile within a Social Networking site and the women's general Internet habits. Finally the findings intend to provide a base for giving recommendations to the company. Methodology: This is a qualitative case study of the company KappAhl and consists of a prestudy and focus group interviews. The primary data for the study has been gathered trough semi-structured interviews with the company and two... (More)
- Title: A Case Study of Motivators Behind The Use of Social Networking Sites Purpose: The purpose of this study is to gain in-depth understanding of the motivating factors behind the target groups engagement with company profiles within Social Networking sites. Furthermore the aim is to gain knowledge about what content is attractive on a company profile within a Social Networking site and the women's general Internet habits. Finally the findings intend to provide a base for giving recommendations to the company. Methodology: This is a qualitative case study of the company KappAhl and consists of a prestudy and focus group interviews. The primary data for the study has been gathered trough semi-structured interviews with the company and two customer based focus group interviews. Secondary information has been collected from the company homepage, results from two quantitative surveys as well as information from company profiles within the Social Networking site Facebook. Theoretical Framework: The theoretical foundation for this paper is based upon the Technology Acceptance Model and Relationship Marketing theory. Based on the mentioned
theories a research model for this study has been designed. Empirical Foundation:The empirics are based on facts from KappAhl's annual report, results from two surveys about costumers Internet habits and interests online. In addition
information from the company homepage has been used, semi-structured interviews with employees at KappAhl have been conducted and two costumer based focus group sessions were held. Conclusions: If a consumer feels trust, attraction and commitment towards a company or Social Networking sites the intention to interact with the company profile increases by increasing ease of use and usefulness. Furthermore the importance of enjoyment can be confirmed by this study. Normative pressure is a further construct influencing usefulness and enjoyment. When it comes to the content it
is very important that it differs to the company homepage. Topics around kids and kids wear are out of big interest for the target group. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1625522
- author
- Shademanpour, Jila and Arpi, Maja
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Social Media, Social Networking sites, Relationship Marketing, Technology Acceptance Model, Case Study, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1625522
- date added to LUP
- 2010-06-02 00:00:00
- date last changed
- 2012-04-02 18:20:15
@misc{1625522,
abstract = {{Title: A Case Study of Motivators Behind The Use of Social Networking Sites Purpose: The purpose of this study is to gain in-depth understanding of the motivating factors behind the target groups engagement with company profiles within Social Networking sites. Furthermore the aim is to gain knowledge about what content is attractive on a company profile within a Social Networking site and the women's general Internet habits. Finally the findings intend to provide a base for giving recommendations to the company. Methodology: This is a qualitative case study of the company KappAhl and consists of a prestudy and focus group interviews. The primary data for the study has been gathered trough semi-structured interviews with the company and two customer based focus group interviews. Secondary information has been collected from the company homepage, results from two quantitative surveys as well as information from company profiles within the Social Networking site Facebook. Theoretical Framework: The theoretical foundation for this paper is based upon the Technology Acceptance Model and Relationship Marketing theory. Based on the mentioned
theories a research model for this study has been designed. Empirical Foundation:The empirics are based on facts from KappAhl's annual report, results from two surveys about costumers Internet habits and interests online. In addition
information from the company homepage has been used, semi-structured interviews with employees at KappAhl have been conducted and two costumer based focus group sessions were held. Conclusions: If a consumer feels trust, attraction and commitment towards a company or Social Networking sites the intention to interact with the company profile increases by increasing ease of use and usefulness. Furthermore the importance of enjoyment can be confirmed by this study. Normative pressure is a further construct influencing usefulness and enjoyment. When it comes to the content it
is very important that it differs to the company homepage. Topics around kids and kids wear are out of big interest for the target group.}},
author = {{Shademanpour, Jila and Arpi, Maja}},
language = {{swe}},
note = {{Student Paper}},
title = {{A Case Study of Motivators Behind Using Social Networking Sites}},
year = {{2010}},
}