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#Kriskommunikation #Twitter: En studie i kriskommunikation för (resurssvaga) ideella organisationer
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.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
#Kriskommunikation #Twitter : En studie i kriskommunikation för (resurssvaga) ideella organisationer (Swedish)
Abstract [en]

Authors of this study are Hampus Alvarsson, Max Hammarberg and Gustav Kinde with Martin Amsteus as supervisor of the study, while Frederic Bill has been the examiner. The study was written as thesis for the bachelor program in marketing at Linnaeus University in Växjö spring 2011. Many organizations feel that they are in an increasingly complex environment with a perceived crisis as a potential threat to the business. The problem discussed is that many smaller businesses and organisations are not large enough to be able to have someone with expertise in the crisis communications field. The problem of this paper is absence of knowledge regarding how a non-profit organisation with no or low resources handle crisis situations in terms of communication via Twitter. The purpose of this study is to generate knowledge regarding how are a non-profit organisation with no or low resources can handle crisis situations in terms of communication via Twitter. The method used has been qualitative in nature including both interviews and secondary data analysis. The empirical material is divided into different themes, focusing on the case analyzed in the study. The result of the study discusses motivation as a tool for non-profit organisation with no or low resources to succeed in crisis communications via the social media Twitter. The phenomenon of social media and Twitter are of relatively recent nature of the writing of the study, which was one reason for the choice of topic.

Abstract [sv]

Författare av denna studie är Hampus Alvarssson, Max Hammarberg och Gustav Kinde med Martin Amsteus som handledare av studien medan Frederic Bill har varit examinator. Studien har skrivits som kandidatuppsats i utbildningen marknadsföringsprogrammet vid Linnéuniversitetet i Växjö under våren 2011. Många organisationer upplever att de befinner sig i en allt mer upplevd komplex omgivning med kriser som ett latent hot mot verksamheten. Problemet som diskuteras är att många mindre företag och organisationer inte är tillräckligt stora för att ha möjlighet att ha någon ansvarig med kunskap inom kriskommunikationsområdet. Utifrån problemet som utformats I att det saknas kunskap rörande hur en resurssvag ideell organisation kan hantera krissituationer i termer av kommunikation via Twitter, har syftet med studien utformats. Syftet med studien är att skapa kunskap rörande hur en resurssvag ideell organisation kan hantera krissituationer i termer av kommunikation via Twitter. Metoden som nyttjats har varit av kvalitativ art med dels kvalitativa intervjuer, dels sekundärdataanalys. Det empiriska materialet är uppdelat i olika teman med fokus på case som analyseras i studien. Resultat av studien diskuterar motivation som ett verktyg för ideella resurssvaga organisationer att lyckas med sin kriskommunikation på det sociala mediet Twitter. Företeelsen sociala medier och Twitter är av relativt ny art vid skrivandet av studien, vilket var en anledning till valet av ämne.

Place, publisher, year, edition, pages
2011. , p. 93
Keywords [en]
Twitter, Social Media, resource-poor organisation, voluntary organizations, Crisis Communication, Motivation
Keywords [sv]
Twitter, Sociala Medier, Resurssvag organisation, Ideell organisation, Kriskommunikation, Motivation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13364OAI: oai:DiVA.org:lnu-13364DiVA, id: diva2:428831
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-01 Created: 2011-07-01 Last updated: 2011-07-01Bibliographically approved

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CiteExportLink to record
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Citation style
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