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Tailoring Social Media for Business – How social media fits different business models.
KTH, School of Computer Science and Communication (CSC).
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Tailoring Social Media for Business

--How Social Media Fits Different Business Models

Yi Li

Media Management

Abstract:

The purpose of this study is to research on the relationship between different business types and social media platforms, when social media are used as business marketing tools. Researcher chose case study to be the main research method, in order to identify the differences across businesses in their choice of social media activities for online marketing. Some successful social media marketing samples from various industries and business types provided rich and strong evidence for research. In the second step, this research explained why certain business types choose certain social media activities, and also revealed the potential connection of business type and specific social media tools. Besides of the significance on theoretical level, this research can also be used as a guideline in business social media marketing Strategies.

Key words:

Social Media, marketing, B2B, B2C, product, service

Abstract [sv]

Affärsanpassade Sociala Media

Hur Sociala Medier Passar Olika Affärsmodeller

Yi Li

Media Management

Sammanfattning:

Syftet med denna studie är att undersöka förhållandet mellan olika affärsmodeller och sociala medieplattformar när sociala medier används som marknadsföringsverktyg. Den huvudsakliga undersökningsmetoden är fallstudier, för att kunna identifiera skillnaderna mellan olika typer av företag i deras val av internetbaserade marknadsföringsaktiviteter med sociala medier. Framgångsrika exempel på marknadsföring i sociala medier gav starka indikationer på forskningsinriktning. I följande steg gav denna forskning förklaring på varför vissa affärsmodeller väljer särskilda sociala medieaktiviteter, samt visade den potentiella kopplingen mellan affärsmodell och specifika sociala medieverktyg. Utöver den teoretiska aspekten kan denna studie även användas som riktlinje för strategiska affärstillämpningar i sociala medier.

Key words:

Sociala medier, marknadsföring, B2B, B2C, produkt, tjänst

Place, publisher, year, edition, pages
2011.
Series
Trita-CSC-E, ISSN 1653-5715 ; 2011:032
National Category
Computer Science
Identifiers
URN: urn:nbn:se:kth:diva-130736OAI: oai:DiVA.org:kth-130736DiVA: diva2:654183
Educational program
Master of Science - Media Management
Uppsok
Technology
Supervisors
Examiners
Available from: 2013-10-07 Created: 2013-10-07

Open Access in DiVA

No full text

Other links

http://www.nada.kth.se/utbildning/grukth/exjobb/rapportlistor/2011/rapporter11/li_yi_11032.pdf
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School of Computer Science and Communication (CSC)
Computer Science

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  • en-US
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  • Other locale
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Output format
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