Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The role of modern mobile and social media communications: Case of SMEs’ marketing activities
Högskolan i Jönköping, Internationella Handelshögskolan.
2016 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 20 poäng / 30 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: In today’s world mobile marketing and social media marketing are playing a significant role. The reason for this is a global digitalization that effects a lot of interactions between clients and organizations. In that situation small and medium-seized enterprises (SMEs) are challenged to exist and generate revenue. Huge corporations also observe the change in the business landscape, however it is much easier for them to adapt as they have way more resources and expertise concerning marketing in ‘digital era’. As the market becomes more competitive SMEs have to act wisely, but they do not always have necessary knowledge.

Purpose: Consequently, the purpose of this thesis is to determine whether using SMM and mobile marketing brings value to the SMEs and have proven andmeasurable positive outcomes on sales of the company.

Method: As the research explores the topic of SMM and mobile marketing in relationwith SMEs the decision was made that main source of data will be executives and marketing practitioners of the companies who use social media in their business activity. The research method will be exploratory, with induction as the primary research approach. Hence, semi-structured interviews were chosen as empirical data source. Finally, 12 interviews were held with companies from various business sectors from Russia and Sweden. Qualitative research gives an opportunity to investigate such a developing area find out certain business insights and vision from the companies that would be difficult to find out otherwise.

Results & Contribution: First of all, the thesis has a theoretical contribution. The theoretical framework can give a deeper understanding of the subject for marketing practitioners and executives. As the theory moves forward on such a popular topic some of the instruments may have been left aside, whereas the conceptual framework can grab the attention and reveal the tools of SMM and mobile marketing that were not used by the companies. Furthermore, research has a comprehensive empirical analysis of the subject. The 12 semi-structured interviews covered all the areas that were previously examined in theoretical part. SMEs can use the practical part as a foundation to build their own marketing strategy. Such a strategy may be a complex platform for achieving results. Whereas, the participants share insights and vision on the subject.

Ort, förlag, år, upplaga, sidor
2016. , s. 50
Nyckelord [en]
Mobile Marketing, Social Media Marketing, Small and Medium-seized Enterprises
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-34843ISRN: JU-IHH-FÖA-2-20170314OAI: oai:DiVA.org:hj-34843DiVA, id: diva2:1067895
Ämne / kurs
IHH, Företagsekonomi
Handledare
Examinatorer
Tillgänglig från: 2017-01-27 Skapad: 2017-01-23 Senast uppdaterad: 2017-01-27Bibliografiskt granskad

Open Access i DiVA

fulltext(1442 kB)331 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1442 kBChecksumma SHA-512
9ace8a1eca5e6fbf962a3ea36731c18a15fde9a64a0c39dd72dbc22dc78097d81d378b1c4ab33ab425f960383b3ae7f2e8f73c3d9851423b0fad59509f2e2a35
Typ fulltextMimetyp application/pdf

Av organisationen
Internationella Handelshögskolan
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 331 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 519 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf