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Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. / Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.

Diploma thesis focuses on history analysis and today's CSR issues that multinational marketing corporations have to face up. It describes both CSR positives and negative responses to CSR implementation. It follows today's customer trends on markets and possibilities, how to win mainstresm customers for CSR challenges. Especially the trend of building CSR in the core business and in brands themselves is pointed out. The diploma work shows many examples of practising marketing with some social effect, from which both the company and the supported object can profit. Finally, the work describes some possibilities of CSR implementing and communicating. The practical part describes current CSR activities of Unilever company, including its Vitality mission, that is built in the whole business.

Diploma thesis "Cause Related Marketing in relationship to the public sector" deals with new phenomenon in area of marketing of companies, which is based on connection of business and public welfare activity. This type of marketing teaches big companies how to be responsible to social issues in certain country and society, how not to be indolent to minorities, interest groups, diseases and to other aspects of social need. Cause Related Marketing asserts on the base of connection of private and non-state non-profit sector by profiting on both of them. Company can on its base differ from competition and enhance the sale of their goods and services. For non-profit organizations it can be the contributions seen from new financial sources and in promoting their cause, which they are trying to solve. Otherwise, Cause Related Marketing is connected with concrete risks and the intervention of private sector into the public sector that can bring problems with definition of public interest. Then in consequence problems with selection of actual public and social issues to solve. Thanks to Cause Related Marketing grows the influence of corporations on the national state policies, what brings higher pressure on political decision-making sphere as a result of expectation of companies that this sphere will decide...

Företag inom slow fashion arbetar mer med hållbarhet, både för konsumenterna och deras anställda. Det är stort fokus på att miljön ska bevaras medan företagen konkurrerar med fast fashionkedjor som massproducerar kläder och säljer till låga priser. Det stora problemet inom industrins produktion handlar om hur man ska försöka minska utsläpp och påverkan på miljön samt hantera överkonsumtionen genom hållbar marknadsföring. Studiens syfte är att utvärdera vilka karaktärsdrag slow fashion företag har gentemot fast fashion företag och hur slow fashion företag inom klädindustrin marknadsför sitt hållbarhetsarbete till konsumenterna. Studien undersöker även hur företagen arbetar med marknadsföring för att nå ut till sina nuvarande och framtida konsumenter. Studien har en kvalitativ ansats och det empiriska materialet samlas in genom semistrukturerade intervjuer med fyra slow fashion företag. Vi har även samlat in empiriskt material genom undersökningar av företagens offentliga material så som hemsidor och sociala medier för att komplettera intervjuerna. Resultatet analyseras med hjälp av tidigare forskning och begreppen slow- jämfört med fast fashion och marknadsföring. Vidare analyseras företagens ansvar med hjälp av begrepp och modeller inom triple bottom line, corporate social responsibility, certifieringar och legitimitet. Det sista inom studien som analyseras är konsumentens ansvar i form av politisk konsumtion samt aktiviteterna bojkott och buycott. Resultaten visar att alla fyra företagen är positiva till att arbeta med hållbarhet för att förbättra miljön och deras arbete kommer inte avta men att företagen vill nå ut till fler konsumenter och minska konsumtionen genom att påverka konsumenterna till att göra färre onödiga inköp. / Slow fashion companies work more with sustainability, both for consumers and their employees. There is a strong focus on preserving the environment while companies compete with fast fashion chains that mass-produce clothes and sell at low prices. The big problem in industrial production is about how to try to reduce emissions and impact on the environment and manage overconsumption through sustainable marketing. The purpose of the study is to evaluate the characteristics of slow fashion companies in relation to fast fashion companies and how slow fashion companies in the clothing industry market their sustainability work to consumers. The study also examines how companies work with marketing to reach their current and future consumers. The study has a qualitative approach, and the empirical material is collected through semistructured interviews with four slow fashion companies. We have also collected empirical material through studies of the companies' public material such as websites and social media to supplement the interviews. The results are analyzed with the help of previous research and the concepts of slow- vs. fast fashion and marketing. Furthermore, corporate responsibility is analyzed with the help of concepts and models within triple results, corporate social responsibility, certifications, and legitimacy. The last thing in the study that is analyzed is the consumer's responsibility in the form of political consumption and the activities boycott and buycott. Results show that all four companies are positive about working with sustainability because the environment and their work will decline, but that the companies want to reach more consumers and choose consumption by influencing consumers to make fewer unnecessary purchases.

The diploma thesis deals with the use of marketing strategies as tools of civil sector organizations to promote public interests. The first part of the thesis serves to clarify the theory of organized civil sector, marketing strategies of civil sector organizations and the legislative process in the Czech Republic, including clarification of the concept of public interest. The second part of the thesis consists of qualitative empirical research, which aims to describe the whole form of the selected campaign created to promote public interest in the form of legislative change while understanding how campaigners evaluate the campaign and how they perceive cooperation between civil society organizations and marketing agencies for the implementation of the campaign. The chosen research method is a case study of the successful marketing campaign of the czech civic sector organization Svoboda zvířat, which contributed to the promotion of the public interest. By using data analysis and semi-structured interviews the case study acquaints the reader with the key circumstances of the selected campaign, its proposed marketing strategy including its explanation, with the campaign implementation process including the context of the legislative process of the public interest, with evaluation of the campaign from...

Title: Recycling, society and social media: a qualitative case study of a municipally-owned company’s Facebook communication. The aim of the study has been to, through a case study of a company’s Facebook communication create understanding for how the medium may be used as communication channel in order to achieve effective, engaging communication with the company’s Facebook followers. The company Stormossen is a municipally-owned waste disposal company located in Kvevlax, Finland. The study uses a mix of the theoretical perspectives intentionalism and hermeneutics, in that its aim is to look at both sides of the communication process - the sender and the receiver - thus gaining a comprehensive picture of the research problem. The theoretical frame is made up of theories on new media logic and social media, participation, communication strategies and social communication. Two methods are applied in the case study, an informant interview with a key person at the company and a qualitative content analysis of the company’s official Facebook page. A total of 133 status updates were selected for analysis, mainly focusing on examining the content, mode of communication and the followers’ interaction and communication on the page. The main results of the study have shown that the company has not fully adapted to the new media logic in their Facebook communication. The communication strategy used is mainly an inside-strategy with emphasis being placed on organizational targets and the one-way distribution of information about the company and its services, with limited attempts to involve and initiate dialogue with the followers. These findings are in line with earlier research on how companies use social media. The company also has an unclear picture of who their followers are and why they would be interested in interacting with the company on Facebook. The followers on the other hand are mainly passive, and their motive for communication can be explained with the need for self-presentation. In order to create content and communication that the followers find relevant and want to interact with and share, the company has to actively work to adapt more to the new media logic. Facebook should be used both as a way of making information available but also for networking with and inviting followers to participation and dialogue, thus making themselves useful to the followers in order to build a good reputation and effective communication. Key words: Social media, Facebook, web 2.0, social communication/social marketing, civic information, communication strategy, social media-strategy, new media logic, participation, communication model, case study, qualitative study, Stormossen, municipally-owned company

Text in English with abstracts in English, Afrikaans and isiZulu / Propelled by increased competition with the private sector and other similar organisations, the non-profit sector increasingly faces challenges to create meaningful interactions with stakeholders which, among other benefits, allow for differentiation and the creation of favourable and lasting impressions of the corporate brand. The main research aim of this study was to propose possible elements for a conceptual framework for the integration of non-profit organisations’ social media brand communication. The point of departure was that the achievement of a favourable corporate brand in the non-profit sector could, inter alia, be realised by following an integrated communication approach when utilising social media to communicate with stakeholders. The study is different from prior studies because of its specific interdisciplinary focus on the corporate brand, social media and integrated communication (IC), and the fact that it is merged into one study. The research into the main contribution of the study was based on a thorough literature review focusing on the following objectives: to explore corporate branding and social media; and to describe elements that could constitute an integrated approach to social media brand communication. During the investigation into the topic, the social media focus of the study was framed on the basis of classical theoretical views, and the theory of and perspectives on human action, symbolic interaction and social presence. The absence of a single set of theoretical assumptions of social media necessitated an inductive reasoning process based on identified key elements of social media. Subsequent to the literature review, the empirical research gathered invaluable insights from communication professionals in South African non-profit organisations, and who are responsible for communication by means of social media. Finally, and following the measurement of the proposed elements, the objective of proposing possible elements for the integration of social media brand communication and presenting it in a conceptual framework was achieved. The conceptual framework was based on three foundational principles, namely a corporate brand focus and a philosophy of communication integration, underpinned by social media. The proposed conceptual framework should provide new insights into and contribute to the existing body of knowledge on organisational communication. / Toenemende mededinging in die privaatsektor en tussen ander soortgelyke organisasies, rig ‘n grotewordende uitdaging aan die niewinsgerigte sektor om betekenisvolle wisselwerking met belangegroepe te bewerkstellig, iets wat dit onder andere moontlik maak om te differensieer en om gunstige en blywende indrukke van die korporatiewe handelsmerk te skep. Die belangrikste navorsingsoogmerk van hierdie studie was om moontlike elemente aan die hand te doen vir ʼn konsepsuele raamwerk vir die integrasie van niewinsgerigte organisasies se kommunikasie in sosiale media. Die vertrekpunt was dat ʼn gunstige korporatiewe handelsmerk in die niewinsgerigte sektor onder andere gerealiseer kan word deur middel van ʼn geïntegreerde kommunikasiebenadering wanneer sosiale media gebruik word om met belanghebbendes te kommunikeer. Die studie verskil van vorige studies weens die spesifieke interdissiplinêre fokus op die korporatiewe handelsmerk, sosiale media en geïntegreerde kommunikasie, asook die feit dat dit in een studie geïntegreer is. Die navorsing vir hierdie studie se belangrikste bydrae was gegrond op ʼn deurtastende literatuuroorsig, toegespits daarop om die gebruik van korporatiewe handelsmerke en sosiale media te verken; en om elemente wat ʼn geïntegreerde benadering tot handelsmerkkommunikasie in sosiale media sou kon daarstel, te beskryf. Gedurende die ondersoek na die tema het die studie se sosialemediafokus gerus op klassieke teoretiese sienings en die teorie van en perspektiewe op menslike aksie, simboliese wisselwerking en sosiale teenwoordigheid. Die gebrek aan ʼn enkele stel teoretiese aannames van sosiale media het ʼn proses van induktiewe redenering, gegrond op geïdentifiseerde sleutelelemente van sosiale media, genoodsaak. Voortspruitend uit die literatuuroorsig het die empiriese navorsing uiters waardevolle insigte bekom van kommunikasiekundiges in Suid-Afrikaanse niewinsgerigte organisasies wat deur middel van sosiale media moet kommunikeer. Laastens en na afloop van die meting van die voorgestelde elemente is die oogmerk om moontlike elemente vir die integrasie van kommunikasie van ʼn handelsmerk in sosiale media en die aanbieding daarvan in ʼn konsepsuele raamwerk, bereik. Die konsepsuele raamwerk is op drie beginsels gegrond, naamlik ʼn fokus op die korporatiewe handelsmerk en ʼn filosofie van kommunikasieintegrasie, ondersteun deur sosiale media. Die voorgestelde konsepsuele raamwerk behoort nuwe insigte in en bydraes tot die bestaande kenniskorpus oor organisasiekommunikasie te bied. / Ngokugqugquzelwa ukwanda kokuncitisana kwemikhakha ezimele nezinye izinhlangano ezifanayo, umkhakha ongenzi inzuzo uyaqhubeka njalo nokubhekana nezinselelo zokwenza ukuthi ukuxhumana kahle nabanye ababambe iqhaza okuwukuthi, phakathi kokunye okungazuzwa, kuvumele ukwahlukaniswa kanye nokwakhiwa kwezimpawu zemifanekiso yenkampani ezikahle futhi eziyohlala isikhathi eside. Injongo enkulu yocwaningo lwalesi sifundo kwakuwukuhlongoza imikhakha engaseyenzeke yohlaka olungakapheleli lokuhlanganiswa kophawu lokuxhumana ezinkundleni zokuxhumana zezinhlangano ezingenzi inzuzo. Iphuzu elalisemqoka kwakuwukufeza umgomo wokuthi kwakhiwe uphawu olufanele lwenkampani emkhakheni ongayenzi inzuzo, phakathi kwezinye izinto, ufezeke ngokulandela indlela edidiyelwe yezokuxhumana uma kusetshenziswa izinkundla zokuxhumana ukuxoxisana nababambe iqhaza. Lesi sifundo sihlukile kwezinye esezike zenziwa ngaphambilini ngenxa yokuthi sigxile ngokukhethekile ekusetshenzisweni kophawu lwenkampani, izinkundla zokuxhumana kanye nezindlela zokuxhumana ezididiyelwe, i-integrated communication (i-IC), kanye nephuzu lokuthi kudidiyelwe kwaba ucwaningo olulodwa. Lolu cwaningo kulokho okusemqoka okuwumthelela walesi sifundo lwalugxile kakhulu ekubuyekezweni okujulile kwemibhalo kubhekwe kakhulu kulezi zinjongo ezilandelayo: ukuhlaziya uphawu lwenkampani nezinkundla zokuxhumana; nokuchaza amaphuzu angase akhombise indlela edidiyelwe ekuxhumaneni ngophawu lwezinkundla zokuxhumana. Ngesikhathi kuphenywa ngesihloko, ukugxila ezinkundleni zokuxhumana kulesi sifundo kwabalulwa esizindeni semibono yezinto ezingaphatheki, kanye nethiyori nemiqondo yokwenza komuntu, ukuxhumana ngezimpawu nokubakhona kwabantu basemphakathini. Ukungabibikho kweqoqo elilodwa lokucatshangelwa ngokwenzeka emiqondweni ngokwezinkundla zokuxhumana kwenza ukuthi kube nesidingo senqubo yokuqala ukucabanga ezinze emaphuzwini asemqoka ezinkundla zokuxhumana. Ukulandela ukubuyekezwa kwemibhalo, lolu cwaningo oluphethe ubufakazi obuphathekayo luqoqe ulwazi olusemqoka oluvela kosolwazi bezokuxhumana ezinhlanganweni ezingenzi nzuzo zaseNingizimu Afrika, futhi ezinomsebenzi wokuxhumana ngokusebenzisa izinkundla zokuxhumana. Ekugcineni, futhi ngokulandela izilinganiso zamaphuzu ahlongozwayo, yafezeka injongo yokuhlongoza okungase kube amaphuzu okudidiyela ukuxhumana ngokusebenzisa uphawu lwezinkundla zokuxhumana kanye nokuluveza njengohlaka lokusemqondweni. Uhlaka lokusemqondweni lwalugxile emigomeni eyisisekelo emithathu, okuwukugxila kuphawu lwenkampani nenzululwazi yokudidiyelwa kokuxhumana, nokusekelwe yizinkundla zokuxhumana. Uhlaka olusahlongozwa olungakapheleli kumele luhlinzeke ngemiqondo emisha futhi lube nomthelela esakhiweni solwazi esikhona ekuxhumaneni ngokwenhlangano. / Communication Science / D. Litt. et Phil. (Communication)

In the summer of 2007, a single neighbourhood in downtown Toronto contributed at least 13 percent of all residential grid???tie solar photovoltaic (PV) systems sold in the Canadian province of Ontario. On average, PV purchaser households produced 37 percent as much electricity as they consumed. This research investigates solar energy adoption in a community case study. Specifically, it investigates why some residents who sign up for a solar resource assessment through a community solar energy initiative (CSEI) decide to purchase, and others decide not to purchase in the short???term. Characteristics and perceptions of potential adopters are analyzed to better understand their motivations and barriers to adoption. Community energy projects became an official public policy goal in Ontario, with the passing of the Green Energy and Green Economy Act in 2009. Approximately 80 percent of Ontario???s anticipated generation capacity will need to be built, replaced or refurbished within 15 years. In this context, the Ontario Ministry of Energy, Ontario Power Authority, and Deloitte (one of Canada???s leading professional services firms), have partnered with a ???green benefit??? fund, the Community Power Fund, to help local community groups access resources to develop and establish renewable energy projects. Understanding solar energy adoption in a community context is therefore important to improve the effectiveness of such policies, including the disbursement of multi???million dollar grant funds. Differences between purchasers and non???purchasers in respect of adoption behaviour were found in this study to cluster around two general themes. The first theme concerns differences in compatibility of both the concept of solar energy systems, and their physical attributes, with characteristics of potential adopter households. Some compatibility issues are straightforward, e.g. availability of roof space with a southern orientation. Others are more complex, involving several interrelated perceptual and socio???demographic factors. For instance, while both purchasers and non???purchasers rated cost as a very important barrier, purchasers rated the motivation of solar energy systems to reduce climate change higher relative to the barrier of high financial costs than did non???purchasers. Purchasers were also more likely to possess a graduate degree, while non???purchasers were more likely to hold a professional degree. The second general theme relates to potential adopters??? trust and stake in the ability of the community???based initiative to reduce barriers in the adoption process. Since two types of solar energy systems are considered in the case study???PV and thermal (hot water)???differences are explored between each of three respondent groups: solar PV purchasers, solar hot water (SHW) purchasers, and non???purchasers. iv Surveys were used to gather data on adopter perceptions and characteristics. A participatory research design helped identify the research topic. Two main bodies of literature???community???based social marketing (CBSM) and diffusion of innovations theory???were drawn upon to conceptualize the adoption process and interpret the survey findings. These include five models of human behaviour that can be used to guide the design of CBSM campaigns. Diffusion theory was used as a basis for discussing ???perceived innovation attributes???. The study takes an integrated approach by considering both social and technical aspects of solar energy adoption, together with the issues of fuel substitution and household electricity demand.