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Framtidens marknadsföring: En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring
Umeå University, Faculty of Arts, Department of culture and media studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The marketing of future : A qualitative study on how B2B companies define and apply content marketing in digital marketing (English)
Abstract [en]

This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation.

Abstract [sv]

Denna studie har genomförts med syfte att undersöka hur anställda på B2B-företag i Umeå uppfattar och beskriver den växande marknadsföringsstrategin content marketing, samt att analysera hur den används på företagens hemsidor. Studien syftar även till att undersöka om begreppet används och uppfattas olika beroende på företagens storlek. Det teoretiska ramverket består av tidigare forskning och teorier som behandlar content marketing som begrepp och strategi. Studien har genomförts med ett kvalitativt förhållningssätt i form av intervjuer samt en innehållsanalys där vi utgår från semiotiken som metod. Resultatet av studien visade att trots att samtliga B2B-företag uppfattat det omtalade begreppet så skiljer det sig i hur de definierar det och dess innebörd samt hur strategin tillämpas i praktiken. 

Place, publisher, year, edition, pages
2017. , 46 p.
Keyword [en]
Content marketing, Digital content marketing, B2B, Marketing, interview analysis
Keyword [sv]
Innehållsmarknadsföring, content marketing, B2B content marketing, marknadsföring, traditionell marknadsföring
National Category
Media Studies Communication Studies
Identifiers
URN: urn:nbn:se:umu:diva-134181OAI: oai:DiVA.org:umu-134181DiVA: diva2:1091765
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2017-04-28 Created: 2017-04-27 Last updated: 2017-04-28Bibliographically approved

Open Access in DiVA

fulltext(1300 kB)49 downloads
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Wester, Petra
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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