Interaktivitet & Engagemang
(2019) FEKH29 20182Department of Business Administration
- Abstract
- Title: Interactivity & Engagement - Can Inbound marketing be applied to build customer
engagement?
Seminar date: 2019-01-17
Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level
Author: Felix Guve Samaras, Laura Stefanovic and Henric Karlsson
Key words: Inbound Marketing, Customer Engagement, Interaktion, Content, Digital
network.
Purpose: To study how implementing inbound marketing can affect customer engagement.
Methodology: The study is performed using qualitative content analysis. The material is
collected by retrieving digital content through various web pages. This content is categorized
with the use of one of the study's main theoretical models and was used for... (More) - Title: Interactivity & Engagement - Can Inbound marketing be applied to build customer
engagement?
Seminar date: 2019-01-17
Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level
Author: Felix Guve Samaras, Laura Stefanovic and Henric Karlsson
Key words: Inbound Marketing, Customer Engagement, Interaktion, Content, Digital
network.
Purpose: To study how implementing inbound marketing can affect customer engagement.
Methodology: The study is performed using qualitative content analysis. The material is
collected by retrieving digital content through various web pages. This content is categorized
with the use of one of the study's main theoretical models and was used for finding
connections between IM as strategy and observed customer engagement.
Theoretical Perspectives: The study has its theoretical basis in theories of inbound
marketing and customer engagement. These are used to understand how inbound marketing
is implemented and generates customer engagement, and identify how this engagement is
expressed.
Empirical Foundation: Airbnb is used as a starting point and a source of empirical content
in this study. The material used in this study is digital content that has been published on a
variety of the company's digital channels.
Conclusions: A correlation between the implementation of inbound marketing and customer
engagement has been found to exists. (Less) - Popular Abstract (Swedish)
- Examensarbetets titel: Interaktivitet & Engagemang - hur kan Inbound marketing tillämpas
för att bygga kundengagemang?
Seminariedatum: 2019-01-17
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå
Författare: Felix Guve Samaras, Laura Stefanovic, Henric Karlsson
Handledare: Veronika Tarnovskaya
Nyckelord: Inbound Marketing, Customer Engagement, Interaktion, Content, Digitala
nätverk.
Syfte: Uppsatsens syfte är att studera hur inbound marketing kan påverka arbetet med kund
engagemang.
Metod: Studien genomförs med hjälp av en kvalitativ innehållsanalys av digitalt innehåll.
Innehållet har kategoriserats utifrån ett antal givna kategorier och används för att hitta
samband mellan IM som... (More) - Examensarbetets titel: Interaktivitet & Engagemang - hur kan Inbound marketing tillämpas
för att bygga kundengagemang?
Seminariedatum: 2019-01-17
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå
Författare: Felix Guve Samaras, Laura Stefanovic, Henric Karlsson
Handledare: Veronika Tarnovskaya
Nyckelord: Inbound Marketing, Customer Engagement, Interaktion, Content, Digitala
nätverk.
Syfte: Uppsatsens syfte är att studera hur inbound marketing kan påverka arbetet med kund
engagemang.
Metod: Studien genomförs med hjälp av en kvalitativ innehållsanalys av digitalt innehåll.
Innehållet har kategoriserats utifrån ett antal givna kategorier och används för att hitta
samband mellan IM som strategi och observerat kundengagemang.
Teoretiska perspektiv: Studien har sin teoretiska grund i modeller om inbound marketing
och kundengagemang. Dessa används för att förstå hur inbound marketing åtgärder tar form
och genererar kundengagemang samt för att identifiera hur detta engagemang faktiskt
uttrycker sig.
Empiri: Uppsatsen studieobjekt är Airbnb. Det material som används i denna studie är
digitalt innehåll som har publicerats på en mängd av företagets digitala kanaler.
Resultat: Utifrån det observationer som har gjorts vid tolkning av det empiriska materialet,
kan en korrelation mellan implementeringen av inbound marketing och kundengagemang
konstateras existera. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8969783
- author
- Guve Samaras, Felix LU ; Stefanovic, Laura LU and Karlsson, Henric LU
- supervisor
- organization
- alternative title
- Hur kan inbound marketing tillämpas för att bygga kundengagemang?
- course
- FEKH29 20182
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- keywords
- Inbound Marketing, Customer Engagement, Interaktion, Content, Digital network.
- language
- Swedish
- id
- 8969783
- date added to LUP
- 2019-03-27 11:47:23
- date last changed
- 2019-03-27 11:47:23
@misc{8969783,
abstract = {{Title: Interactivity & Engagement - Can Inbound marketing be applied to build customer
engagement?
Seminar date: 2019-01-17
Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level
Author: Felix Guve Samaras, Laura Stefanovic and Henric Karlsson
Key words: Inbound Marketing, Customer Engagement, Interaktion, Content, Digital
network.
Purpose: To study how implementing inbound marketing can affect customer engagement.
Methodology: The study is performed using qualitative content analysis. The material is
collected by retrieving digital content through various web pages. This content is categorized
with the use of one of the study's main theoretical models and was used for finding
connections between IM as strategy and observed customer engagement.
Theoretical Perspectives: The study has its theoretical basis in theories of inbound
marketing and customer engagement. These are used to understand how inbound marketing
is implemented and generates customer engagement, and identify how this engagement is
expressed.
Empirical Foundation: Airbnb is used as a starting point and a source of empirical content
in this study. The material used in this study is digital content that has been published on a
variety of the company's digital channels.
Conclusions: A correlation between the implementation of inbound marketing and customer
engagement has been found to exists.}},
author = {{Guve Samaras, Felix and Stefanovic, Laura and Karlsson, Henric}},
language = {{swe}},
note = {{Student Paper}},
title = {{Interaktivitet & Engagemang}},
year = {{2019}},
}