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Systembolaget & sociala medier: Vart är de på väg?
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

 

For this BA Thesis a case study has been conducted, focusing on Systembolaget – the Swedish alcohol monopoly retail chain. The aim for this study is to examine what kind of relation Systembolaget has with social media and how they think, understand and what they know about it. The method applied to investigate this matter was interviews with a set of people, either working within the organization or in other ways have a professional relation to Systembolaget. Seven persons were all in all interviewed. I used a qualitative and semi-structured form, in order to seek and find their thoughts and understanding of the subject.

 

The theories that were used include research concerned with social and interactive forms of media, mostly in relation to the Internet. The choice of theories was partly made, as it was hard to find any definitions in the area. Further on, theories about innovations and specially the diffusion of innovations were put into use. There is one key figure in this research area – Everett Rogers – that was mostly used. But also some other researchers and their work are presented.

 

The conclusions that can be drawn from this study are that Systembolaget is not engaged in any activities concerning social media, although the company still is represented in different forums for discussion, YouTube etcetera. However, the subject of social media is under investigation within the company, where Systembolaget is about to present a strategy on how to work and relate to Internet and the new medias. The interviews also show a few important factors, which have contributed on putting this matter on the agenda. Here is said that the mass media play an important role, there is also on key figure within the organization that is influential. The interviews also show that there are limitations for how and what Systembolaget can do, due to their public function of social responsibility.

Place, publisher, year, edition, pages
2010. , p. 39(46)
Keywords [en]
Systembolaget, social media, Web 2.0, innovation, Diffusion of Innovation, Everett M. Rogers
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-6340OAI: oai:DiVA.org:lnu-6340DiVA, id: diva2:325341
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-11 Created: 2010-06-18 Last updated: 2010-07-11Bibliographically approved

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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