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1	Policies and Guidelines in B2B Social Media Marketing : A Qualitative Study / Policys och Riktlinjer i B2B Sociala Medier Marknadsföring : En Kvalitativ Studie Karlsson, Ellinor, Wallberg, Linnéa, Tudorache, Rebecka January 2020 (has links) This qualitative study focuses on how social media policies and guidelines are used in practice within nine different Swedish industrial B2B companies. This study identifies their social media policies and guidelines in order to examine its content and investigates how the participating companies use their social media policies and guidelines in their marketing activities according to the interviewees. A qualitative research method with nine semi-structured interviews has been conducted and analyzed with a thematic analysis by using research and theory within the chosen subject.The findings of this study reveals that the companies have social media policies and guidelines in place in order to satisfy different needs, hence, some of the companies use it as a fundamental framework, while other companies incorporate it to a greater extent and use it as a way of handling risks.Through its managerial and social media policies and guidelines implications, this study contributes to the identified research gap regarding how social media policies and guidelines usage in B2B industries by providing insights from practice. Social Media Social Media Marketing Social Media Policies Social Media Guidelines Social Media Risk Management Social Media Risks Business-to-Business (B2B) B2B Social Media Marketing Business Administration Företagsekonomi
2	An exploration of the strategic implementation of marketing communication within social networking communication context Cloete, Ewoudt January 2012 (has links) Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013. Social media Social networking Social media marketing Marketing Facebook marketing Twitter marketing Marketing communications Marketing communications mix Professional social networking Sstrategic social networking Social media guidelines Social media strategy Social media action plan Action research Grounded theory Sosiale media Sosiale netwerke Sosiale media bemarking Bemarking Facebook bemarking Twitter bemarking Bemarkingskommunikasie, Bemarkingskommunikasie mengsel Professionele sosiale netwerke Strategiese sosiale netwerke Sosiale media riglyne Sosiale media strategie Sosiale media aksieplan Aksienavorsing Gegronde teorie
3	An exploration of the strategic implementation of marketing communication within social networking communication context Cloete, Ewoudt January 2012 (has links) Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013. Social media Social networking Social media marketing Marketing Facebook marketing Twitter marketing Marketing communications Marketing communications mix Professional social networking Sstrategic social networking Social media guidelines Social media strategy Social media action plan Action research Grounded theory Sosiale media Sosiale netwerke Sosiale media bemarking Bemarking Facebook bemarking Twitter bemarking Bemarkingskommunikasie, Bemarkingskommunikasie mengsel Professionele sosiale netwerke Strategiese sosiale netwerke Sosiale media riglyne Sosiale media strategie Sosiale media aksieplan Aksienavorsing Gegronde teorie

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