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Relationship Communication and Traditional and Consumer Generated Media
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Executive summary

Purpose: Current research [1] compared the differences in terms of perception of trustworthiness and emotional appeal of traditional and consumer generated marketing media and [2] evaluated the correlation between factors of the recently developed relationship communication framework (Finne & Grönroos, 2009) with the perception of a marketing action by actual customers of a firm, to see whether these factors should be considered in firm’s marketing communication strategy. Additionally, the researchers compared the correlations between traditional and consumer generated media types to the relationship communication factors, effectively combining the two researched subjects.     

 

Design and execution: The research utilized quantitative research approach relying on simple random sampling technique within fitness and recreational settings.

 

Findings/Implications: Data analysis confirmed that there is a consistent difference between traditional and consumer generated media in terms of perception of trustworthiness and partial and not consistent difference in terms of emotional appeal. Mild correlation between consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) and perception of the marketing action have been confirmed, with these correlations remaining consistent between traditional and consumer generated media. The findings suggest that traditional and consumer generated media have varying impacts on consumer’s perception of marketing action and that incorporating consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) in marketing communication strategy may benefit the firm in relationship building and integrated marketing communication.

Place, publisher, year, edition, pages
2012. , 96 p.
Keyword [en]
relationship communication, relationship marketing, integrated marketing communication, traditional media, consumer generated media, meaning creation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-57032OAI: oai:DiVA.org:umu-57032DiVA: diva2:538952
Educational program
Master's Programme in Marketing
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-03 Created: 2012-07-02 Last updated: 2012-07-03Bibliographically 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