lnu.sePublications
Change search
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
Content creation activities related to content marketing through social media.: A qualitative study in a B2B context
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Companies have lately been engaging their business activities onto social mediaand its platforms. They are taking advantage of the opportunities provided by social media and they are starting to realize the importance of content marketing.

Problem Discussion: Content marketing has been researched previously research. However, the research regarding B2B content marketing and the differences between B2B and B2C content is still rather limited. The question lingers whether the same principles apply to firms working with B2B as well. Moreover, a clear framework or guide regarding the way that content should be created does not yet exist – a guide including the aspects may be taken into account when creating content and implementing content marketing.

Purpose: The purpose of this study is to understand and describe how companies deal with the content creation process, within content marketing through social media.

Research Question: How do companies handle content creation for content marketing through social media?

Methodology: This thesis has taken a qualitative and abductive approach on the study. It hasbeen based on a multiple-case study, where semi-structured interviews took place with sevenfirms working with content marketing and content creation - in a B2B context.

Conclusion: All seven firms have a uniform understanding of content marketing, aligned withprevious research. The study concludes that there are similarities between the ways that companies handle content marketing. Furthermore, the study concludes that there are general traits that needs to always be taken into consideration when creating content s.a. long term planning, providing value to the customer, well thought out message and choosing the right channels for content distribution.

Place, publisher, year, edition, pages
2017. , p. 49
Keywords [en]
content marketing, content creation, social media, social media platforms, content creation process, marketing, communication
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-67310OAI: oai:DiVA.org:lnu-67310DiVA, id: diva2:1134486
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Presentation
2017-06-02, Ljungby, Sweden, 21:36 (English)
Supervisors
Examiners
Available from: 2017-08-23 Created: 2017-08-20 Last updated: 2017-08-23Bibliographically approved

Open Access in DiVA

fulltext(839 kB)832 downloads
File information
File name FULLTEXT01.pdfFile size 839 kBChecksum SHA-512
8deef6bf7736474078e3596a5e01ac25ac465334298f0b5866a2bbb15b887cbb7776f2b0bdac5110ca206a99d6f76e01b5a0c2f7f1c83a00b38571fdc6efff87
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 832 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1354 hits
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