Change search
ReferencesLink to record
Permanent link

Direct link
www.sponsringpå En studie om hur företag kommunicerar sin sponsring på den egna hemsidan
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

There are countless methods for companies to use as marketing tools and one method that has become more and more popular is sponsoring. Reasons for companies to use sponsoring as a marketing tool is to be exposed and associated in connection with the sponsored item. Companies also use sponsorship to create relationships with the company's target audience. The use of Internet and Internet marketing has also increased during the last years and this paper examines the combination of these two areas, sponsorship and Internet marketing. A survey that examines the websites owned by companies who also are sponsors, answers the following problem:

How do companies communicate their sponsorship on their own homepages?

The purpose of this study is to describe how companies use their homepage to communicate their sponsorship. This paper also has two purposes:

1. To describe how companies are using their rights to associate with the sponsored item.

2. To describe how companies utilize the opportunity of making relations with the visitor of the website.

The study used a quantitative method. By using a survey, the websites of “Sweden's 50 largest sponsors in 2008” were examined. The questions were based on the theoretical framework. All 50 sites were examined and analyzed.

The survey shows that 92 % of the companies communicate their sponsorship on the website and utilize their right to associate with the sponsored items. The most common ways to do this are by publishing the name, a description of the sponsorship, a link, an image and a logotype of the sponsored item. 30 % of the companies use the opportunity to build relationships with the visitors of the homepage through their sponsorship. Blogs, Facebook and Twitter are the most common ways to interact with the visitor and to create a long-term relationship with the visitor. Other common relationship-building activities are competitions and interactive multimedia games in connection with the sponsored items.

26 % of the companies publish their sponsorship policy on the homepage. Although the majority of the companies did publish information about their sponsorship on their homepage, the information is not easy to find. The information is often placed several clicks away from the front page, under the heading "About us".

The paper ends with a list of items designed to inspire sponsors to use their homepage when communicating with their target group. For example, it is suggested that companies should place the information about their sponsorship on a strategic place on the site and use the opportunity to sustain the dialogue with the visitor.

Place, publisher, year, edition, pages
2010. , 77 p.
Keyword [sv]
Sponsring, sponsor, hemsida, integrerad kommunikation, associationsmarknadsföring, relationsmarknadsföring, internetmarknadsföring
National Category
Business Administration
URN: urn:nbn:se:umu:diva-34130OAI: diva2:319098
Social and Behavioural Science, Law
Available from: 2010-07-02 Created: 2010-05-12 Last updated: 2010-07-02Bibliographically approved

Open Access in DiVA

fulltext(13043 kB)295 downloads
File information
File name FULLTEXT01.pdfFile size 13043 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Jakobsson, Ann
By organisation
Umeå School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 295 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

Total: 176 hits
ReferencesLink to record
Permanent link

Direct link