Från buzzword till sanning?
(2014) FEKH29 20141Department of Business Administration
- Abstract (Swedish)
- Examensarbetets titel: Från buzzword till sanning?
Seminariedatum: 2014-06-05
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Jeanna Lundberg och Julia Undin
Handledare: Jon Bertilsson
Fem nyckelord: buzzword, fad, svenska reklambranschen, content marketing, fäste
Syfte: Att förbättra tidigare kunskap om hur reklambyråer i Sverige hanterar samt förhåller sig till buzzwords och fads. Uppsatsen syftar även till att undersöka vilka faktorer som påverkar huruvida ett buzzword får fäste.
Metod: Denna kvalitativa uppsats är skriven med en abduktiv ansats som mynnar ut i en citatdriven analys. För att analysera materialet har vi använt oss av en hermeneutisk analysmetod och empirin består... (More) - Examensarbetets titel: Från buzzword till sanning?
Seminariedatum: 2014-06-05
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Jeanna Lundberg och Julia Undin
Handledare: Jon Bertilsson
Fem nyckelord: buzzword, fad, svenska reklambranschen, content marketing, fäste
Syfte: Att förbättra tidigare kunskap om hur reklambyråer i Sverige hanterar samt förhåller sig till buzzwords och fads. Uppsatsen syftar även till att undersöka vilka faktorer som påverkar huruvida ett buzzword får fäste.
Metod: Denna kvalitativa uppsats är skriven med en abduktiv ansats som mynnar ut i en citatdriven analys. För att analysera materialet har vi använt oss av en hermeneutisk analysmetod och empirin består framförallt av semistrukturerade intervjuer.
Teoretiska perspektiv: Vi har utformat vår teoretiska lins utifrån tre huvud kategorier; “Beståndsdelar”, “ Hantering och Förhållningssätt” och slutligen “Spridning och Imitation”.
Empiri: Empirin består av semistrukturerade intervjuer med personer med olika yrkesroller inom den svenska reklambranschen.
Resultat: Den svenska reklambranschen skiljer på buzzword som begrepp och dess faktiska innebörd. Det råder en viss skepsis gentemot användandet av buzzwords men de är användbara i försäljningssammanhang. Faktorer som påverkar huruvida ett buzzword får fäste är bland annat en gemensam och entydig definition, hur viktigt buzzwordet är för verksamheten samt den generella uppfattningen av branschen. (Less) - Abstract
- Title: From buzzword to truth?
Seminar date: 2014-06-05
Course: FEKH29, Bahelor Thesis in Business Administration, specialization in marketing,
Undergraduate level, 15ECTS
Authors: Jeanna Lundberg and Julia Undin
Advisor: Jon Bertilsson
Key words: buzzword, fad, the Swedish advertising business, content marketing, attachment
Purpose: Improving prior knowledge of how advertising agencies in Sweden handles and relate to buzzwords and fads. What factors influence whether a buzzword takes hold.
Methodology: This qualitative research paper is written with an abductive approach which culminates in a quote-driven analysis. To analyze the material we have used a hermeneutic method of analysis and the empirical data mainly... (More) - Title: From buzzword to truth?
Seminar date: 2014-06-05
Course: FEKH29, Bahelor Thesis in Business Administration, specialization in marketing,
Undergraduate level, 15ECTS
Authors: Jeanna Lundberg and Julia Undin
Advisor: Jon Bertilsson
Key words: buzzword, fad, the Swedish advertising business, content marketing, attachment
Purpose: Improving prior knowledge of how advertising agencies in Sweden handles and relate to buzzwords and fads. What factors influence whether a buzzword takes hold.
Methodology: This qualitative research paper is written with an abductive approach which culminates in a quote-driven analysis. To analyze the material we have used a hermeneutic method of analysis and the empirical data mainly consists of semi-structured interviews.
Theoretical perspectives: : We have designed our theoretical lens based on three main categories; "Elements", "Management and Approaches" and finally "Diffusion and imitation."
Empirical foundation: The empirical data consists of semi-structured interviews with people with different professional roles within the Swedish advertising business.
Conclusions: : There is a difference between buzzword as a concept and buzzword as a phenomenom. There is some skepticism about the use of buzzwords, however they are useful to increase sales. Factors affecting whether a buzzword takes hold include a common and unambiguous definition, how important the buzzword is for business and the general perception of the industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4611820
- author
- Lundberg, Jeanna LU and Undin, Julia LU
- supervisor
- organization
- alternative title
- From buzzword to truth?
- course
- FEKH29 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- buzzword, fad, svenska reklambranschen, content marketing, fäste, the Swedish advertising business
- language
- Swedish
- id
- 4611820
- date added to LUP
- 2014-09-10 11:03:54
- date last changed
- 2014-11-17 14:09:06
@misc{4611820,
abstract = {{Title: From buzzword to truth?
Seminar date: 2014-06-05
Course: FEKH29, Bahelor Thesis in Business Administration, specialization in marketing,
Undergraduate level, 15ECTS
Authors: Jeanna Lundberg and Julia Undin
Advisor: Jon Bertilsson
Key words: buzzword, fad, the Swedish advertising business, content marketing, attachment
Purpose: Improving prior knowledge of how advertising agencies in Sweden handles and relate to buzzwords and fads. What factors influence whether a buzzword takes hold.
Methodology: This qualitative research paper is written with an abductive approach which culminates in a quote-driven analysis. To analyze the material we have used a hermeneutic method of analysis and the empirical data mainly consists of semi-structured interviews.
Theoretical perspectives: : We have designed our theoretical lens based on three main categories; "Elements", "Management and Approaches" and finally "Diffusion and imitation."
Empirical foundation: The empirical data consists of semi-structured interviews with people with different professional roles within the Swedish advertising business.
Conclusions: : There is a difference between buzzword as a concept and buzzword as a phenomenom. There is some skepticism about the use of buzzwords, however they are useful to increase sales. Factors affecting whether a buzzword takes hold include a common and unambiguous definition, how important the buzzword is for business and the general perception of the industry.}},
author = {{Lundberg, Jeanna and Undin, Julia}},
language = {{swe}},
note = {{Student Paper}},
title = {{Från buzzword till sanning?}},
year = {{2014}},
}