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How to Implement and Evaluate an Online Channel Extension Through Social Media
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The main purpose of this thesis is to explore and investigate how an online company can utilize social media. Another purpose is to, though an extensive literature review, explain why a web-based company should exploit social communication channels. Another purpose is to analyze and explain the impact of implementing a channel extension strategy using social communication channels through an empirical study.

Place, publisher, year, edition, pages
2010. , p. 90
Keywords [en]
channel extension, social media, campaign, marketing communications, target groups, online interaction, measurements
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-5878OAI: oai:DiVA.org:lnu-5878DiVA, id: diva2:322517
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-11 Created: 2010-06-07 Last updated: 2010-06-11Bibliographically approved

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fulltext(2270 kB)2035 downloads
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Linnaeus School of Business and Economics
Business Administration

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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