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Ett bollplank för identiteten: En kvalitativ studie om hur företag inom sporthandelsbranschen utformar sin varumärkesidentitet med hjälp av sociala medier
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

ABSTRACT

Research question

• How does companies form their brand identity using social media?

Purpose

The purpose of this study is to examine and analyze social media’s influence on the brand identity within the sport trade industry, to be able to explain and create an understanding how social media is used to form the identity.

Method

The study is of a qualitative research method and has a deductive approach with inductive elements. The data which the study is based upon has been gathered by nine semistructured interviews.

Conclusion

The conclusion of the study is that companies within the sport trade industry forms their identity using social media through a process. The process contains information gathering, positioning, interaction and filtration. The process starts with information gathering which affects the positioning on social media which in turn affects the interaction. The interaction generates more information which in the end is filtrered by relevance and then forms the identity.

Key words

Brand identity, Social media, Sport trade industry, Customer power

Place, publisher, year, edition, pages
2017. , p. 83
Keywords [en]
Brand identity, Social media, Sport trade industry, Customer power
Keywords [sv]
Varumärkets identitet, Sociala medier, Sporthandelsbranschen, Kundens makt
National Category
Communication Studies Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65868OAI: oai:DiVA.org:lnu-65868DiVA, id: diva2:1115716
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2017-06-28 Created: 2017-06-27 Last updated: 2017-06-28Bibliographically approved

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fulltext(967 kB)114 downloads
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File name FULLTEXT01.pdfFile size 967 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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Hellqvist, ChristofferSvensson, RobinÖsterberg, Rickard
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf