This essay is about how Östergötland County Museum and Gotland museum use the social network Facebook to connect and communicate with their visitors/followers. It is also about the followers and the experience they get. Two interviews were made with staff from the museums to answer why and how the museums use Facebook. There were also two questionnaires sent to the museums' Facebook followers. The Facebook followers have given answers about why they follow the museums but it also sheds light on age and gender of the followers. The purpose of the essay has been to explore the field of research and the relations between the museum and the followers. Some of the conclusions are: Gotland museum wants a dialog with the visitors and Östergötland County Museum wants to be socially relevant, but none of them have managed to achieve that yet. Many of the followers that have answered the questionnaires are women in the age of 35 to 54. This doesn’t mean that the museums' followers mainly consist of women. In this research field there are much more to explore.

Denna uppsats diskuterar marknadsföring genom sociala medier och hur detanvänds inom kultur- och musiksverige. Sociala medier är en av de plattformar där man kanse större och mindre aktörer som likvärdiga, då en stor budget inte nödvändigtvis ger förtur.Jag vill därför se närmare på hur och om mindre aktörer utnyttjar de sociala medierna och hurdet kan påverka större aktörers makt inom kultur- och musiksverige. Det är möjligt att det har skett ett maktskifte där vikten har flyttats från att ha tillräckligt storbudget till att känna rätt personer. Att kontakter och nytänk är det som väger starkast. Det kanverka till synes svårt att veta vad som egentligen krävs för att få en effektiv spridning av ettbudskap och om de tekniska förutsättningarna underlättat eller försvårat möjligheten föraktörer att etablera sig på marknaden. Detta kommer att diskuteras utifrån följande frågeställningar: Vilka sociala medier fungerar idag som effektiva och nödvändiga kanaler i mindreaktörers marknadsföring inom i svensk musik- och kulturindustri? Hur utbrett ochutvecklat är deras användande? Vilken roll spelar relationer och kontaktnät i användningen av sociala medier sommarknadsföringskanaler? Hur lyckas man med sin marknadsföring genom sociala medier? Hur har de sociala medierna påverkat stora respektive små aktörers positionering inomkultur- och musiksverige?

Background: Internet and social networks have evolved to become a natural part of people‘s life and innumerous hours are spent every day interacting through these platforms. This evolution has resulted in higher expectations on fast and efficient communication with retailer‘s customers. Today‘s customers are well informed and have instant access to information about retailers and their products. Businesses have realized the potential for utilizing social media in terms of creating brand recognition, generating revenue, gaining feedback and insight from customers and improving the customer relationship. Social me-dia is no longer just an option for enterprises that wants to stay ahead in today‘s business environment, it is necessary. Purpose: The purpose of this study is to identify key concepts for how eCommerce retail-ers utilize Facebook page marketing in order to acquire and sustain customer relationships. The authors will further declare the level of ambition among the eCommerce retailers with Facebook page marketing. Method: The method used for this thesis is of qualitative and both inductive and deduc-tive character. The hermeneutic approach has been used in order to provide an understand-ing of how eCommerce retailers utilize Facebook page marketing for customer relationship building. Primary data has been collected through semi-structured interview with eCom-merce retailers in Sweden. Secondary data was obtained primary through literature and searches in Business Source Premier and Emerald Journals. Selection of respondents has been made by research about industries presence in social media. Theoretical Framework: This study is based on theories within social media marketing, relationship marketing and communication. The theoretical framework is of both funda-mental and detailed character in order to give the reader a better understanding for the top-ic and is further the foundation for our interview questions. Conclusion: Among the retailers that participated in our study, the positive aspects of Facebook page marketing have far outweighed the negative; however, we have identified dif-ferences in the level of ambitions among our respondents. When weighting the evidence we can interpret that existing routines for publications among the respondents are undeve-loped and undefined. We could further determine that our respondents are using Facebook more as a traditional one-way marketing channel with promotion of products rather than enhancing the possibilities for dialogue between the organization and their group of inter-est. Last, it prevail doubt over the value of spending money and time on Facebook page marketing, even though all of the respondents indicated will increase their budget for marketing in this medium.

Purpose: The purpose of  this thesis is to see if the 100 largest Swedish companies are present on  Facebook, and if they are, how they use their business pages. Further the  customers’ perception of companies’ use of Facebook will be included. To  investigate this, three research questions were created. Background: As Web 2.0 and  its application has changed, the use of Internet, both for companies and  customers, there has been change in how information is delivered and how  people take in information. One application of Web 2.0 is Facebook, and in  this investigation the authors will look at the use of the application in  companies marketing strategy.  Many researchers  and marketers (Constantinides & Fountain, 2008; Carlsson, 2009; Yang et  al., 2009) recognizes the importance for companies to take advantage of this  new media and sees a value generating process for both company and customer,  but how this value generates profits is harder to identify. Further the  market and possibility to reach customers is every day increasing as Facebook  has gone from 100 million in 2008 to approximately 600 million members in 2011. Today in  Sweden, over four million people have a Facebook account.  Method: To gather empirical data the use of a coding sheet  has been developed through content analysis when investigating the selected  companies’ business pages. The companies were found from a list over the 100  largest Swedish companies ranked after turnover. Further to collect the customers’  perception of companies on Facebook a focus group were conducted. In the  focus group a semi-structured interview approach was chosen to create an open  discussion within the group but still maintaining on the subject in hand. To  analyze the empirical findings theories about social media, customer loyalty  and communication were used.  Conclusion: The authors of this thesis have determined three  different appearance areas by companies on Facebook; support forum,  advertising channel and just exist on the social media. Two main ways for  companies to use Facebook is as a customer support page or as an advertising/promotion/publicity  channel. In customers support pages the communication between the company and  customer is more substantial and different types of communication are to be  found such as B2C, C2B and C2C. By using  Facebook as advertising /promotion /publicity page the companies communicate  more through pictures and videos that is pushed out  by the company. The customers interact through viewing and commenting the  uploaded material. The result from the focus group  showed that the customer appreciated the advertising/promotion/publicity page  as this corresponds with their perception of companies on Facebook. The  participant saw the customer support page on Facebook as unserious and not a  suitable way of communicating with a company.

The technological progress the world is experiencing has also changed the way banking is done in Sweden today. One tough challenge for the banking industry is the moderately homogenous products and services they offer, which make banking particularly exposed and sensitive to customers and their switching behaviour. The purpose of this thesis is to investigate what the role of Facebook is in relationship marketing within banking, a case study in SEB, Sweden. The theoretical framework is focusing on three major parts for this paper. Bank marketing involves ways of marketing and segmenting a bank, furthermore relationship marketing includes theories on building long-lasting relations with customers, and finally service related technology contains technological developments and strategies of social media This thesis is done according to an explanatory technique as material has been collected by qualitative interviews and the findings have been textual data. The study has been designed into a single case study of SEB. Interviews has been conducted to understand the way a Swedish retailing bank is using social media to enhance their customer relation. It was found that SEB is seen as a personal and rather modern bank with good accessibility according to the respondents. Furthermore, customers are kept satisfied and maintained through trust, loyalty, and proactive acting. Also, the Facebook service is a good communication tool that gives fast replies and is available to use anytime. The role of Facebook within banking is multiple in association to relationship marketing. For instance, it brings along a fast communication tool and a great flexibility. SEB is rather innovative in their operation by rapidly adopting new means of technologies. The bank’s brand image as a personal and proactive bank can further be strengthened through Facebook. Additionally long term relations can be stimulated through the increased communication, collaboration, and trust that Facebook builds. SEB operates proactive relationship marketing and Facebook is one of their latest proactive approaches. What has been realised is the role of Facebook to enhance customer satisfaction and relations in the long run.

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Sociala medier har skapat nya vägar för kommunikation och nätverkande. Genom sociala medier har offentliga förvaltningar möjlighet till ett nytt och utvidgat sätt att kommunicera med sina medborgare. Kommunen är till för medborgarna och måste därför bemöta deras krav på information och behov av kommunikation. För att våga ge sig ut i en okänd kanal krävs en strategi och ett förhållningssätt till nya vägar att kommunicera. I den här uppsatsen har vi ställt frågan; Varför använder kommuner sociala medier för att kommunicera med sina kommuninvånare? För att få svar på vår fråga har vi undersökt hur tre svenska kommuner arbetar med sociala medier, utifrån ett strategiskt perspektiv. Vi har intervjuat de personer som är ansvarig för kommunikationen i sociala medier på Karlskogas, Karlstads och Örebro kommun. Det visade sig att de tre kommunerna använder och arbetar med sociala medier på olika sätt, men att målet med kommunikationen är att uppnå dialog och interaktion med medborgarna. Vi fann också att vägen till dialog inte är spikrak samt att kommunernas strategi för att uppnå dialog är att anpassa sig till de nya kanalernas möjligheter och genom att hålla dem aktiva och levande. Avslutningsvis har vi tagit fram konkreta rekommendationer till kommuner som vill använda sociala medier.

ABSTRACT Elin Johansson, Hanna Johansson, Camilla Nilsson Say something interesting! A qualitative study of marketing communication on Facebook                               Pages: 36 With the emergence of social media, new ways has been created for companies to reach out to its audience. From being dependent on journalists to provide information, companies today have the ability to self-publish information in the open media channels. The use of social media should not replace traditional marketing communication though, but works best as a complement. It is a new environment that requires the company to adapt its working methods. Although the work is different, it is important that companies see social media as part of the overall marketing communication and not as a separate project. The purpose of this paper is to study recipient’s experience of company’s communications in social media. We have chosen to relate this to the instructions on methods of marketing communication and social media marketing as found in literature on the subject. This is to examine whether firms achieve the desired effect of the methods that are considered most appropriate. Does the message reach out? The focus of this study is marketing communication in the social media Facebook. The study consists of qualitative interviews to illuminate the recipients' views and experiences, as well as a literature study from the theoretical perspective of the sender of marketing communication in social media. The results showed that business as well as audience must interact in a functional relationship in social media. Companies should be more like the customer they are trying to reach. If companies choose to expose themselves in social media, time must be given to this, which is what the audience expects.  Key words: Marketing communication, social media, social media marketing, Facebook, recipients, sender

Title: Behavioural advertising on Facebook: The user perspective regarding leisure industry. Authors: Jean-Marc Desfougères and Valentin Bloux Supervisor: Albert Thor Magnusson Level: Bachelor Thesis in Business Administration Marketing Key Words: Behavioural advertising, Facebook, privacy, online consumer behaviour, social network, leisure industry, targeting. Purpose: study how a specific age bracket of Facebook users perceives the leisure industry behavioural advertising on this social networking site. Method: This thesis follows a deductive approach. We are using secondary data from books, articles and studies but also primary data thanks to a questionnaire; which allows us to answer our purpose. Theoretical Framework: First define the online consumer behaviour and its characteristics through existing models and then define behavioural advertising, how is the leisure industry using this marketing tool and what are the drawbacks of such practices. Conclusion: The authors conclude that Facebook users are more and more aware of the use of behavioural advertising. But due to a lack of education about such marketing techniques the 18-30 years old tend to adopt mostly strict privacy settings with the intention to block those advertisements. The privacy issue is important and even if the users seems to be interested in the offers of the leisure industry there is still a long way before obtaining a full acceptance of this practice. Then are presented the contributions given and the further research possible regarding this topic.

Purpose: The purpose of this thesis is to explore and analyze perceptions and attitudes of Facebook users as consumers and merchants; investigate which perceived risks, if any, function as adoption barriers of f-commerce. Methodology: The study adopts a mixed method approach. It uses the Zaltman Metaphor Elicitation technique (ZMET method) and focus groups to explore consumers’ perceptions and their mental maps. In-depth interviews with SMEs were also part of the qualitative design. A survey was conducted among consumers based on the qualitative findings to construct a perceptual map of f-commerce, which denotes the perceived-risks that were transferred from Facebook and e-commerce.  Theoretical perspective: The study builds on prior literature of perceived risks as adoption barriers in e-commerce and social networks, brand extension and product sequence attributes transfer. Further, theories on perception and attitudes, categorization, values and mental maps were used in order to apply the ZMET method and the perceptual map.  Empirical data: Data was collected for four weeks via sixteen ZMET interviews, two focus groups and a survey with two-hundred and sixty four respondents from a sample of three-hundred and eighty existent and potential consumers. Further to this, ten in-depth interviews and one ZMET interview were conducted with existing and potential merchants. Conclusion: Perceived risks such as performance, social, privacy, physical, psychological, security, time and financial were identified in consumers as adoption barriers of f-commerce, and transferred from Facebook as a parent brand.  Overall lack of trust towards apps, brand pages and f-commerce is a latent aspect for consumers, where privacy and safe processing of credit cards are crucial factors. Category-product risks were concerns in general but not substantial. When it comes to merchants, they share the same perceived risks than consumers except for privacy, which was not an important factor to them. Besides, the dependence of internal and external changes of Facebook was perceived as a network externality risk, in terms of investment threat.