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När innehållet är Word-of-Mouth-smart: En innehållsanalys av svenska B2B-företags mest uppskattade Facebook-inlägg

Dahlberg, Erik LU ; Lindgren, Oscar LU and Salic, Emina LU (2017) FEKH29 20162
Department of Business Administration
Abstract
This thesis analyzes the content and the underlying meaning of B2B companies' most appreciated Facebook posts. The theory gives the reader a description of the research made on brands and content marketing, followed by theories of relationship marketing, brand promises, brand identity and brand communities. The study utilizes an abductive approach. By using a qualitative methodology, a semiotic content analysis and by applying the hermeneutic circle, the underlying meaning behind the companies' messages can be understood. The chosen companies were Ericsson, Saab and Tetra Pak. Each company's top three Facebook posts, ranked by which had received the most attention during the second half of 2016, were analyzed. The analysis concluded four... (More)
This thesis analyzes the content and the underlying meaning of B2B companies' most appreciated Facebook posts. The theory gives the reader a description of the research made on brands and content marketing, followed by theories of relationship marketing, brand promises, brand identity and brand communities. The study utilizes an abductive approach. By using a qualitative methodology, a semiotic content analysis and by applying the hermeneutic circle, the underlying meaning behind the companies' messages can be understood. The chosen companies were Ericsson, Saab and Tetra Pak. Each company's top three Facebook posts, ranked by which had received the most attention during the second half of 2016, were analyzed. The analysis concluded four general themes that were apparent in the B2B companies' most appreciated Facebook posts: (1) to be a role model; (2) to be relatable; (3) to account for your promises and (4) to invite to the community. (Less)
Abstract (Swedish)
Denna uppsats analyserar innehållet och den underliggande meningen bakom B2B-företag mest uppskattade Facebook-inlägg. Teorin ger läsaren en beskrivning av den forskning som har gjorts på varumärken och content marketing, följt av teorier om relationsmarknadsföring, varumärkeslöften, varumärkesidentitet och brand communities. I studien används en abduktiv ansats. Genom att använda en kvalitativ metod, en semiotisk innehållsanalys och genom att tillämpa den hermeneutiska cirkeln kan de underliggande teman bakom företagens budskap förstås. De utvalda företagen var Ericsson, Saab och Tetra Pak. Varje företags tre mest uppskattade inlägg på Facebook, rangordnat efter vilka som hade fått mest uppmärksamhet under det andra halvåret av 2016,... (More)
Denna uppsats analyserar innehållet och den underliggande meningen bakom B2B-företag mest uppskattade Facebook-inlägg. Teorin ger läsaren en beskrivning av den forskning som har gjorts på varumärken och content marketing, följt av teorier om relationsmarknadsföring, varumärkeslöften, varumärkesidentitet och brand communities. I studien används en abduktiv ansats. Genom att använda en kvalitativ metod, en semiotisk innehållsanalys och genom att tillämpa den hermeneutiska cirkeln kan de underliggande teman bakom företagens budskap förstås. De utvalda företagen var Ericsson, Saab och Tetra Pak. Varje företags tre mest uppskattade inlägg på Facebook, rangordnat efter vilka som hade fått mest uppmärksamhet under det andra halvåret av 2016, analyserades. Analysen fann fyra generella teman som var uppenbara i B2B-företagens mest uppskattade Facebook inlägg; (1) att vara en förebild; (2) att vara relaterbar; (3) att stå för sina löften och (4) att bjuda in till gemenskap. (Less)
Please use this url to cite or link to this publication:
author
Dahlberg, Erik LU ; Lindgren, Oscar LU and Salic, Emina LU
supervisor
organization
course
FEKH29 20162
year
type
M2 - Bachelor Degree
subject
keywords
Facebook, Brand Identity, WOM, B2B, Content marketing
language
Swedish
id
8905273
date added to LUP
2017-03-31 16:47:40
date last changed
2017-03-31 16:47:40
@misc{8905273,
  abstract     = {This thesis analyzes the content and the underlying meaning of B2B companies' most appreciated Facebook posts. The theory gives the reader a description of the research made on brands and content marketing, followed by theories of relationship marketing, brand promises, brand identity and brand communities. The study utilizes an abductive approach. By using a qualitative methodology, a semiotic content analysis and by applying the hermeneutic circle, the underlying meaning behind the companies' messages can be understood. The chosen companies were Ericsson, Saab and Tetra Pak. Each company's top three Facebook posts, ranked by which had received the most attention during the second half of 2016, were analyzed. The analysis concluded four general themes that were apparent in the B2B companies' most appreciated Facebook posts: (1) to be a role model; (2) to be relatable; (3) to account for your promises and (4) to invite to the community.},
  author       = {Dahlberg, Erik and Lindgren, Oscar and Salic, Emina},
  keyword      = {Facebook,Brand Identity,WOM,B2B,Content marketing},
  language     = {swe},
  note         = {Student Paper},
  title        = {När innehållet är Word-of-Mouth-smart: En innehållsanalys av svenska B2B-företags mest uppskattade Facebook-inlägg},
  year         = {2017},
}