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Lokala företags marknadsföringsmöjligheter på Facebook

Hellberg, Sarah LU ; Rydlöv, Moa LU and Welinder, Axel LU (2015) FEKH29 20151
Department of Business Administration
Abstract (Swedish)
Syfte: Att undersöka skillnader i konsumenters facebookbeteende angående företags aktiviteter på Facebook beroende på om dessa är lokala eller nationella/internationella. Vidare undersöker studien om det finns något som kännetecknar konsumenter med preferenser gentemot lokala företag på Facebook.

Metod: Vårt vetenskapsteoretiska perspektiv i denna uppsats är positivistiskt. Vidare har vi haft en deduktivistisk ansats och en kvantitativ forskningsmetod.

Teoretiska perspektiv: Vi har i vår deduktiva forskningsansats utgått från Theory of Reasoned Action för att undersöka människors intentioner till ett beteende. Vidare har vi applicerat word of mouth-teorier för att vidare analysera våra resultat. Slutligen har vi använt oss av... (More)
Syfte: Att undersöka skillnader i konsumenters facebookbeteende angående företags aktiviteter på Facebook beroende på om dessa är lokala eller nationella/internationella. Vidare undersöker studien om det finns något som kännetecknar konsumenter med preferenser gentemot lokala företag på Facebook.

Metod: Vårt vetenskapsteoretiska perspektiv i denna uppsats är positivistiskt. Vidare har vi haft en deduktivistisk ansats och en kvantitativ forskningsmetod.

Teoretiska perspektiv: Vi har i vår deduktiva forskningsansats utgått från Theory of Reasoned Action för att undersöka människors intentioner till ett beteende. Vidare har vi applicerat word of mouth-teorier för att vidare analysera våra resultat. Slutligen har vi använt oss av identitetsskapande teorier för att, likt med word of mouth-teorierna, analysera våra resultat.

Empiri: Vårt material bygger på en pilotstudie med 12 deltagare samt en huvudstudie i enkätform med 209 respondenter. Enkätsvaren samlades in på publika platser i Malmö.

Resultat: Vår studie visar på en mer positiv attityd till lokala företags aktiviteter på Facebook än för nationella/internationella företag. Den åldersgrupp som är speciellt representerad bland denna åsikt är den över 36 år och uppåt. Vidare visar studien att konsumenter är mer positiva till att ”gilla” sidor än att ”dela” inlägg, som verkar vara en mindre populär aktivitet av de två. (Less)
Abstract
Purpose: To investigate differences in consumer’s Facebook behavior, regarding companies’ activities on Facebook, depending on weather these activities are performed by local or national/international companies. Furthermore, we investigate if there is any distinguishing attributes consumers possess, if they have favorable preferences towards local companies’ activities on Facebook.

Methodology: Our scientific and theoretical perspective throughout this paper is positivistic. We have used a deductive approach and a quantitative research method.

Theoretical perspectives: We based our deductive research method on the Theory of Reasoned Action in order to investigate consumer’s intentions towards a behavior. Furthermore we have applied... (More)
Purpose: To investigate differences in consumer’s Facebook behavior, regarding companies’ activities on Facebook, depending on weather these activities are performed by local or national/international companies. Furthermore, we investigate if there is any distinguishing attributes consumers possess, if they have favorable preferences towards local companies’ activities on Facebook.

Methodology: Our scientific and theoretical perspective throughout this paper is positivistic. We have used a deductive approach and a quantitative research method.

Theoretical perspectives: We based our deductive research method on the Theory of Reasoned Action in order to investigate consumer’s intentions towards a behavior. Furthermore we have applied word of mouth theories to further analyze our results. Finally we have used social psychology theories, which investigate identity-building phenomenons, for a broader analysis of our results.

Empirical foundation: Our research material is based on a pilot study with 12 respondents as well as a main survey with 209 respondents. The survey answers were collected in public places in the Swedish city of Malmö.

Conclusions: Our study reveals a more positive attitude towards local companies’ activities on Facebook compared to national/international companies. The age group that was especially represented among respondents with a favorable attitude towards local companies is the one who contains people from 36 years old and older. Our study further shows that consumers are more positive towards liking pages on Facebook, rather than sharing posts. (Less)
Please use this url to cite or link to this publication:
author
Hellberg, Sarah LU ; Rydlöv, Moa LU and Welinder, Axel LU
supervisor
organization
alternative title
Marketing possibilities on Facebook for local companies
course
FEKH29 20151
year
type
M2 - Bachelor Degree
subject
keywords
konsumentbeteende och Theory of Reasoned Action., word of mouth, Facebook, Lokalt företagande
language
Swedish
id
7511982
date added to LUP
2015-08-10 11:26:05
date last changed
2015-08-10 11:26:05
@misc{7511982,
  abstract     = {Purpose: To investigate differences in consumer’s Facebook behavior, regarding companies’ activities on Facebook, depending on weather these activities are performed by local or national/international companies. Furthermore, we investigate if there is any distinguishing attributes consumers possess, if they have favorable preferences towards local companies’ activities on Facebook.

Methodology: Our scientific and theoretical perspective throughout this paper is positivistic. We have used a deductive approach and a quantitative research method.

Theoretical perspectives: We based our deductive research method on the Theory of Reasoned Action in order to investigate consumer’s intentions towards a behavior. Furthermore we have applied word of mouth theories to further analyze our results. Finally we have used social psychology theories, which investigate identity-building phenomenons, for a broader analysis of our results.

Empirical foundation: Our research material is based on a pilot study with 12 respondents as well as a main survey with 209 respondents. The survey answers were collected in public places in the Swedish city of Malmö.

Conclusions: Our study reveals a more positive attitude towards local companies’ activities on Facebook compared to national/international companies. The age group that was especially represented among respondents with a favorable attitude towards local companies is the one who contains people from 36 years old and older. Our study further shows that consumers are more positive towards liking pages on Facebook, rather than sharing posts.},
  author       = {Hellberg, Sarah and Rydlöv, Moa and Welinder, Axel},
  keyword      = {konsumentbeteende och Theory of Reasoned Action.,word of mouth,Facebook,Lokalt företagande},
  language     = {swe},
  note         = {Student Paper},
  title        = {Lokala företags marknadsföringsmöjligheter på Facebook},
  year         = {2015},
}