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Hur reagerar unga vuxna på individanpassad marknadsföring via sociala medier? Fokus Instagram Vilka rekommendationer kan företag erhålla?

Magnusson, Johan LU ; Lundin, Julia LU and Svärd Axelsson, Julia LU (2020) FEKH29 20192
Department of Business Administration
Abstract (Swedish)
Titel: Hur reagerar unga vuxna på individanpassad marknadsföring via sociala medier? Fokus Instagram.
Vilka rekommendationer kan företag erhålla?
Seminariedatum: 16:onde januari 2020
Kurs: Kandidatuppsats marknadsföring FEKH29
Författare: Julia Svärd Axelsson, Johan Magnusson och Julia Lundin
Handledare: Nikos Macheridis
Nyckelord: Sociala medier, marknadsföring, personlig integritet, individanpassad marknadsföring, unga
vuxna & reaktioner.
Syfte: Följande uppsats syftar till att besvara hur unga vuxna reagerar på den individanpassade
marknadsföringen via digitala kanaler med fokus på Instagram. Vidare syftar arbetet till att generera
indikationer om den individanpassade marknadsföringens effekt i förhållande till den... (More)
Titel: Hur reagerar unga vuxna på individanpassad marknadsföring via sociala medier? Fokus Instagram.
Vilka rekommendationer kan företag erhålla?
Seminariedatum: 16:onde januari 2020
Kurs: Kandidatuppsats marknadsföring FEKH29
Författare: Julia Svärd Axelsson, Johan Magnusson och Julia Lundin
Handledare: Nikos Macheridis
Nyckelord: Sociala medier, marknadsföring, personlig integritet, individanpassad marknadsföring, unga
vuxna & reaktioner.
Syfte: Följande uppsats syftar till att besvara hur unga vuxna reagerar på den individanpassade
marknadsföringen via digitala kanaler med fokus på Instagram. Vidare syftar arbetet till att generera
indikationer om den individanpassade marknadsföringens effekt i förhållande till den traditionella. Arbetet
ska vara ett hjälpmedel för företag i hur de ska förhålla sig vid hantering av marknadsföringsformen.
Metod: Arbetet har gjorts med en kvantitativ undersökningsmetod med en deduktiv forskningsansats.
Anledning till valet var att generella indikationer önskades presenteras vilket underlättas genom
genomförandet av kvantitativ undersökning.
Teoretiska perspektiv: Fokus för arbetet är mikromålkedjan och AIDA-modellen.
Empiri: Studien har fokuserat på unga vuxna som i arbetet preciseras som män och kvinnor i åldrarna 18 till
32 år. Studieobjektet avser individanpassad marknadsföring vilket är en marknadsföringsform som utformas
efter individens tidigare sökningar samt köp.
Resultat: Arbetet indikerar att individanpassad marknadsföring är ett effektivare sätt än det traditionella sättet
att nå ut till dess konsumenter. Majoriteten av respondenterna reagerar positivt på den individanpassade
marknadsföringen. Företag bör av den anledningen använda sig av denna marknadsföringsform med vissa
restriktioner eftersom den kan generera negativa reaktioner om marknadsföringen är för individanpassad. (Less)
Abstract
Title: How do young adults respond to individualized marketing at social media? Focus Instagram. Which
recommendations can companies obtain?
Seminar date: 16th of january 2020
Course: Bachelor of Science in Business and Economics, FEKH29
Authors: Julia Svärd Axelsson, Johan Magnusson and Julia Lundin
Advisor: Nikos Macheridis
Key words: Social media, marketing, personal integrity, individualized marketing, young adults & reactions.
Purpose: The purpose of the assignment is to answer how young adults respond to individualized marketing
through digital channels concentrated to Instagram. Furthermore, the assignment aims to generate indications
of the effect of individualized marketing in relation to the traditional. The paper aims... (More)
Title: How do young adults respond to individualized marketing at social media? Focus Instagram. Which
recommendations can companies obtain?
Seminar date: 16th of january 2020
Course: Bachelor of Science in Business and Economics, FEKH29
Authors: Julia Svärd Axelsson, Johan Magnusson and Julia Lundin
Advisor: Nikos Macheridis
Key words: Social media, marketing, personal integrity, individualized marketing, young adults & reactions.
Purpose: The purpose of the assignment is to answer how young adults respond to individualized marketing
through digital channels concentrated to Instagram. Furthermore, the assignment aims to generate indications
of the effect of individualized marketing in relation to the traditional. The paper aims to guide companies in
how they should behave when handling this form of marketing.
Methodology: The method of research is quantitative with a deductive frontier. The reason for this method
were the desire to present a general conclusion. The goal will be reached with the quantitative perspective.
Theoretical perspectives: Focus for the assignment is the micro goal chain and the AIDA model.
Empirical foundation: The study has focused on young adults who in the assignment are defined as men and
women between the ages of 18 to 32. The study object refers to individualized marketing, which is a form of
marketing that is derived from the individual's previous searches and purchases.
Conclusions: The assignment indicates that individualized marketing is a more effective way than the
traditional way of reaching out to its consumers. The majority of respondents respond positively to the
individualized marketing. Companies should therefore use this form of marketing with some restrictions as in
some cases, it can generate negative reactions when respondents have stated that they do not appreciate overly
targeted marketing. (Less)
Please use this url to cite or link to this publication:
author
Magnusson, Johan LU ; Lundin, Julia LU and Svärd Axelsson, Julia LU
supervisor
organization
course
FEKH29 20192
year
type
M2 - Bachelor Degree
subject
keywords
Sociala medier, marknadsföring, personlig integritet, individanpassad marknadsföring, unga vuxna & reaktioner. Social media, marketing, personal integrity, individualized marketing, young adults & reactions.
language
Swedish
id
9004308
date added to LUP
2020-03-27 11:58:33
date last changed
2020-03-27 11:58:33
@misc{9004308,
  abstract     = {{Title: How do young adults respond to individualized marketing at social media? Focus Instagram. Which
recommendations can companies obtain?
Seminar date: 16th of january 2020
Course: Bachelor of Science in Business and Economics, FEKH29
Authors: Julia Svärd Axelsson, Johan Magnusson and Julia Lundin
Advisor: Nikos Macheridis
Key words: Social media, marketing, personal integrity, individualized marketing, young adults & reactions.
Purpose: The purpose of the assignment is to answer how young adults respond to individualized marketing
through digital channels concentrated to Instagram. Furthermore, the assignment aims to generate indications
of the effect of individualized marketing in relation to the traditional. The paper aims to guide companies in
how they should behave when handling this form of marketing.
Methodology: The method of research is quantitative with a deductive frontier. The reason for this method
were the desire to present a general conclusion. The goal will be reached with the quantitative perspective.
Theoretical perspectives: Focus for the assignment is the micro goal chain and the AIDA model.
Empirical foundation: The study has focused on young adults who in the assignment are defined as men and
women between the ages of 18 to 32. The study object refers to individualized marketing, which is a form of
marketing that is derived from the individual's previous searches and purchases.
Conclusions: The assignment indicates that individualized marketing is a more effective way than the
traditional way of reaching out to its consumers. The majority of respondents respond positively to the
individualized marketing. Companies should therefore use this form of marketing with some restrictions as in
some cases, it can generate negative reactions when respondents have stated that they do not appreciate overly
targeted marketing.}},
  author       = {{Magnusson, Johan and Lundin, Julia and Svärd Axelsson, Julia}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Hur reagerar unga vuxna på individanpassad marknadsföring via sociala medier? Fokus Instagram Vilka rekommendationer kan företag erhålla?}},
  year         = {{2020}},
}