Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Produktplacering i svenska bloggar - en kvalitativ studie av e-womeffekter ur ett företagsperspektiv

Bogatyrev, Liza LU and Lindberg, Ebba (2013) FEKH29 20131
Department of Business Administration
Abstract (Swedish)
Titel: Produktplacering i svenska bloggar - en kvalitativ studie av e-womeffekter ur ett företagsperspektiv
Examinationsdatum: 2013-06-05
Kurs: FEKH29 Kandidatuppsats i marknadsföring, Företagsekonomi, Grundnivå 15 HP
Författare: Liza Bogatyrev, Ebba Lindberg
Handledare: Clara Gustafsson
Nyckelord: E-wom, E-förtroende, Produktplacering, Onlinekultur, B2C
Syfte: Denna uppsats avser att undersöka e-womeffekter hos svenska bloggar som produktplaceringskanal utifrån ett företagsperspektiv för att skapa förståelse kring komponenterna i en framgångsrik produktplacering genom att diskutera praxis i den svenska marknaden för livsstilsprodukter.
Metod: En kvalitativ studie har genomförts med ett hermeneutiskt synsätt. Studien är induktiv med... (More)
Titel: Produktplacering i svenska bloggar - en kvalitativ studie av e-womeffekter ur ett företagsperspektiv
Examinationsdatum: 2013-06-05
Kurs: FEKH29 Kandidatuppsats i marknadsföring, Företagsekonomi, Grundnivå 15 HP
Författare: Liza Bogatyrev, Ebba Lindberg
Handledare: Clara Gustafsson
Nyckelord: E-wom, E-förtroende, Produktplacering, Onlinekultur, B2C
Syfte: Denna uppsats avser att undersöka e-womeffekter hos svenska bloggar som produktplaceringskanal utifrån ett företagsperspektiv för att skapa förståelse kring komponenterna i en framgångsrik produktplacering genom att diskutera praxis i den svenska marknaden för livsstilsprodukter.
Metod: En kvalitativ studie har genomförts med ett hermeneutiskt synsätt. Studien är induktiv med deduktiva inslag. Primärdatan består av semistrukturerade intervjuer. Sekundärdatan kommer främst från vetenskapliga artiklar men även böcker har använts liksom relevanta branschrapporter.
Teoretisk referensram: Uppsatsen är baserad på teorier kring produktplacering, persuasion knowledge, e-wom och e-förtroende
Empiri: Den empiriska grunden för uppsatsen består av semistrukturerade intervjuer med företag, bloggare, bloggläsare samt externa experter.
Slutsatser: En effektiv produktplacering kan gynna samtliga intressenter från det placerande företaget till bloggaren och bloggens läsare. En förutsättning för detta är att den placerade produkten är relevant för bloggens ämnesområde och läsarnas intressen. Företag bör bidra till nyttigt innehåll för att på så sätt skapa sig en effektiv placeringskanal. En modell för en holistisk produktplaceringssyn presenteras. (Less)
Abstract
Title: Product Placement in Swedish Blogs – a qualitative study of e-wom effects from a business perspective
Seminar date: 2013-06-05
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level 15 ECTS-credits
Authors: Liza Bogatyrev, Ebba Lindberg
Advisor: Clara Gustafsson
Key words: E-wom, E-trust, Product Placement, Online Culture, B2C
Purpose: The purpose of this paper is to examine the e-wom effects in Swedish blogs as a product placement channel in order to gain better understanding of the components that comprise a successful product placement from a business perspective. We aim to do so by studying practice within the Swedish lifestyle product market.
Methodology: A qualitative study with... (More)
Title: Product Placement in Swedish Blogs – a qualitative study of e-wom effects from a business perspective
Seminar date: 2013-06-05
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level 15 ECTS-credits
Authors: Liza Bogatyrev, Ebba Lindberg
Advisor: Clara Gustafsson
Key words: E-wom, E-trust, Product Placement, Online Culture, B2C
Purpose: The purpose of this paper is to examine the e-wom effects in Swedish blogs as a product placement channel in order to gain better understanding of the components that comprise a successful product placement from a business perspective. We aim to do so by studying practice within the Swedish lifestyle product market.
Methodology: A qualitative study with a hermeneutic view has been conducted with an inductive approach containing deductive elements. Primary data has been gathered through semi-structured interviews, secondary data has been collected from scientific publications,books and industry reports which we have perceived as credible and relevant to our purpose.
Theoretic perspective: This paper is based on the theoretic framework surrounding product placement, persuasion knowledge, e-wom and electronic trust.
Empirical foundation: The paper is based on semi-structured interviews with business representatives, bloggers, blog readers as well as external topic area experts.
Conclusions: Successful product placement can add value to all stakeholders,from the business itself, to the blogger as well as the blog’s readers when the placed product is well aligned with the blogger's topic area and the reader’s interests.Contributing to useful blog content can pave the business’ way to creating an efficient placement context. A model of a holistic view on product placement is presented. (Less)
Please use this url to cite or link to this publication:
author
Bogatyrev, Liza LU and Lindberg, Ebba
supervisor
organization
course
FEKH29 20131
year
type
M2 - Bachelor Degree
subject
keywords
e-wom, e-trust, product placement, online culture, B2C
language
Swedish
id
3813895
date added to LUP
2013-06-24 10:18:04
date last changed
2013-06-24 10:18:04
@misc{3813895,
  abstract     = {Title: Product Placement in Swedish Blogs – a qualitative study of e-wom effects from a business perspective
Seminar date: 2013-06-05
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level 15 ECTS-credits
Authors: Liza Bogatyrev, Ebba Lindberg
Advisor: Clara Gustafsson
Key words: E-wom, E-trust, Product Placement, Online Culture, B2C
Purpose: The purpose of this paper is to examine the e-wom effects in Swedish blogs as a product placement channel in order to gain better understanding of the components that comprise a successful product placement from a business perspective. We aim to do so by studying practice within the Swedish lifestyle product market.
Methodology: A qualitative study with a hermeneutic view has been conducted with an inductive approach containing deductive elements. Primary data has been gathered through semi-structured interviews, secondary data has been collected from scientific publications,books and industry reports which we have perceived as credible and relevant to our purpose.
Theoretic perspective: This paper is based on the theoretic framework surrounding product placement, persuasion knowledge, e-wom and electronic trust.
Empirical foundation: The paper is based on semi-structured interviews with business representatives, bloggers, blog readers as well as external topic area experts.
Conclusions: Successful product placement can add value to all stakeholders,from the business itself, to the blogger as well as the blog’s readers when the placed product is well aligned with the blogger's topic area and the reader’s interests.Contributing to useful blog content can pave the business’ way to creating an efficient placement context. A model of a holistic view on product placement is presented.},
  author       = {Bogatyrev, Liza and Lindberg, Ebba},
  keyword      = {e-wom,e-trust,product placement,online culture,B2C},
  language     = {swe},
  note         = {Student Paper},
  title        = {Produktplacering i svenska bloggar - en kvalitativ studie av e-womeffekter ur ett företagsperspektiv},
  year         = {2013},
}