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Innehållsmarknadsföring – på mottagarens villkor: En kvalitativ studie som undersöker kommunikatörers synsätt och användningspreferenser inom innehållsmarknadsföring.
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Content Marketing – on the receiver's premises : A qualitative study examining professional communicators approach and usage preferences regarding content marketing. (English)
Abstract [en]

The purpose of this study is to better understand how the communication industry defines, approaches and practically uses the marketing strategy “content marketing” by examiningprofessional communicators. In a wider perspective the study focuses on aspects regarding ethics and social impact but is also discussing content marketing in relation to the“convergence culture” theories as created by Henry Jenkins.

A qualitative study has been conducted interviewing six professional communicators – threeof which was found in the private sector and three from public organizations. The choosing of two different industries were meant to show if approaches on content marketing would varydepending on the communicators assignment. The interviews took place electronically via email.

The analysis and results showed that both private and public sector do define as well as problematize content marketing much alike. Both groups focus mostly on the receiver andmeans that content marketing is based upon entertaining the audience in a channel and place chosen by the very same. In ethics, both private and public sector discussed whether the, in content marketing, less visible “camouflaged” sender will increase or decrease the number of people trusting traditional neutral journalists. Furthermore the study showed a small difference in how the communicators in private sector more frequently argued on how content marketing is more pure entertaining than the public sector admitted, which on their hand focusing more on the challenges in reaching a whole community in an age of medialization.

Place, publisher, year, edition, pages
2016. , 40 p.
Keyword [en]
content marketing, public and private sector, convergence culture, ethics, hyperreality, buzz, viral
Keyword [sv]
innehållsmarknadsföring, offentlig och privat sektor, konvergenskultur, etik, hyperrealitet, buzz, viral
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-119043OAI: oai:DiVA.org:umu-119043DiVA: diva2:918291
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2016-04-11 Created: 2016-04-11 Last updated: 2016-04-11Bibliographically approved

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Type summaryMimetype application/pdf

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Fredrik, LandströmJens, Hanssen
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