This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

En el presente trabajo de investigación explicaremos las acciones de social media marketing que aplican los supermercados de Lima Metropolitana para incrementar su conocimiento de marca. Las acciones que se trabajarán son las siguientes: “customization”, la cual consiste en personalizar el contenido que ofrecen para diferenciarlo de su competencia. “Entertainment”, la cual consiste en publicar contenido de carácter lúdico en sus perfiles. “Interaction” permite intercambiar opiniones sobre productos o marcas. El “eWOM” se refiere a las comunicaciones realizadas por clientes potenciales, reales o anteriores sobre un producto, marca o empresa. Y “trendiness” que se refiere a la medida en que una marca comunica la información más reciente y actualizada. También, se desarrollarán cada una de las acciones que ellos aplican y los beneficios que traen para la empresa, no solo en el ámbito publicitario, también en el económico porque se ha demostrado que los medios digitales permiten un mayor alcance a un precio más accesible, si se compara con las campañas publicitarias masivas que tienen un costo elevado. Además, se realizará una breve acotación sobre la importancia de mantener el contacto con los clientes en las redes sociales y de cómo estas facilitan la comunicación entre las empresas y los consumidores. Por último, se mencionará que acciones de social media marketing aplicaron algunos supermercados de Lima durante la pandemia mundial por el COVID-19 para poder seguir incrementando sus clientes en épocas de crisis. / In this research paper we will explain the social media marketing actions applied by the supermarkets of Metropolitan Lima to increase their brand awareness. The actions that will be developed are the following: “customization”, which consists of personalizing the content they offer to differentiate it from its competition. "Entertainment", which consists of publishing content of a playful nature on their profiles. "Interaction" allows you to exchange opinions about products or brands. "eWOM" refers to the communications made by potential, actual or former customers about a product, brand or company. By last, “trendiness” refers to the extent to which a brand communicates the most recent and up-to-date information. Also, each of the actions that they apply and the benefits they bring to the company will be explained, not only in the advertising field, but also in the economic field because it has been shown that digital media allows a greater reach at a more accessible price, when compared to massive advertising campaigns that have a high cost. In addition, a brief statement will be made about the importance of maintaining contact with customers on social networks and how these facilitate communication between companies and consumers. Finally, it will be mentioned which social media marketing actions were applied by certain supermarkets in Lima during the worldwide pandemic due to COVID-19 in order to continue increasing their customers in times of crisis. / Trabajo de investigación

The fast fashion companies are growing with their cheap and trendy clothing, promoting people to adapt to new trends and to consume. At the same time, many fast fashion companies have started to advertise sustainable strategies which are communicated though social media. The aim of this research is therefore to investigate social media as a channel for fast fashion companies to communicate sustainable fashion advertisement, by looking at the Swedish market and the generation Y. A qualitative method was used, and the data was collected though semi-structed interviews. The conclusion of this study is that social media as a channel for fast fashion companies to communicate sustainable fashion advertisement, is not that effective, at least not how it is used to today. The sustainable advertisement on social media is not making the consumers of generation Y to purchase sustainable and the messages and content they communicate is not affecting generation Ys intention to purchase sustainable clothing. The communication from fast fashion companies regarding sustainable advertisements on social media should either be revised in order to meet the consumers demands, or to use another media channel to reach generation Y.

As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing.

Titel: Små lokala företag och sociala medier -En kvalitativ studie av små lokala företags användning av sociala medier för att gynna varumärkets brand equity Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Maja Helsing och Julia Strid Handledare: Peter Ek Datum: 2021 – juni  Syfte: Syftet med denna uppsats var att utveckla kunskapen kring hur små lokala företag kan förbättra deras egen brand equity genom att använda sociala medier.  Metod: Vi har använt oss av ett deduktivt tillvägagångssätt. En kvalitativ forskningsmetod i form av tio semistrukturerade intervjuer har genomförts i datainsamlingen, tillsammans med en netnografisk undersökning. Respondenterna utgjorde anställda på mindre lokala företag i en svensk medelstor stad, vars arbetsuppgift innefattar att ansvara för företagets sociala medier.   Resultat & slutsats: Resultatet visar på att det för små lokala företag är fördelaktigt att använda sig av sociala medier. Till följd av att det bidrar till högre varumärkeskännedom samt skapar bättre kundrelationer, vilket påverkar CBBE positivt.   Examensarbetets bidrag: Den här studien bidrar med ny kunskap kring de positiva effekterna av små lokala företags användning av sociala medier. Studien ökar den kunskap som finns gällande de fördelar som finns samt största svårigheterna företagen möter.  Förslag till fortsatt forskning: Denna studie har främst undersökt återförsäljare av produkter. Det vore därför intressant att genomföra en liknande studie på antingen försäljare av egen produkt eller tjänsteföretag.   Nyckelord: CBBE, Sociala medier marknadsföring, Små företag, Lokala företag, Kundrelation. / Title: Small local businesses and social media- A qualitative study of small local companies' use of social media to benefit the brand's brand equity Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Maja Helsing and Julia Strid Supervisor: Peter Ek Date: 2021 – June Aim: The aim of this study was to develop knowledge about how small local companies can improve their own brand equity by using social media.  Method: We have used a deductive approach. A qualitative research method in the form of ten semi-structured interviews was conducted in the data collection, together with a netnographic examination. The respondents were employees of small local companies in a Swedish medium-sized city, whose task includes being responsible for the company's social media. Result & conclusions: The result show that it is beneficial for small local businesses to use social media. As a result, it contributes to higher brand awareness and creates better customer relationships, which has a positive effect on CBBE. Contribution of the thesis: This study contributes new knowledge about the positive effects of small local companies' use of social media. The study increases the existing knowledge regarding the benefits that exist and the greatest difficulties companies face. Suggestions for future research: This study has mainly examined retailers of products. It would therefore be interesting to carry out a similar study on either seller of their own product or service companies. Key words: CBBE, Social media marketing, SME, Local business, Customer relationship.

I det ständigt förändrande digitala landskapet har det för företag växt fram nya möjligheter för marknadskommunikation och sociala media marknadsföring (SMM) har blivit en stor del av företags marknadsstrategier. En växande trend är att använda sociala media influencers (SMI) för exempelvis reklamsamarbeten eller varumärkesexponering. Forskning inom området tyder på att marknadskomunikation med hjälp av SMI:s är effektivt men varför en del SMI:s är mer effektiva än andra framgår inte tydligt. Därför valdes detta område som fokus för studien, med syftet att undersöka vilka variabler inlägg med högt interaktions- och affektionsvärde innhåller. Detta med intention att etablera ett ramverk som företag kan använda vid val av SMI.Studien är en explorativ undersökning av deduktiv ansats, innehållande två kvantitativa innehållsanalyser vilka undersöker totalt 77 intagraminlägg från 17 svenska skönhetsinfluencers. Resultatet påvisade att det finns en tydlig korrelation mellan specifika variabler och högt interaktion- och affektionsvärde. Resultatet visar att inlägg som förekommer inom kategorin hög interaktion och hög affektion antingen innehåller en bild på SMI:n eller denne tillsammans med anhöriga samt använder emojis i inläggstexten. En slutsats kunde dras gällande värdet av att SMI:n även interagerar med sina följare samt har ett inläggsmönster och värderingar som som stämmer med de företag som ett samarbete avses ingås med. Även vikten av parasocial interaktion vilken skapas genom tillit och intimitet till SMI:n belyses i studiens slutsats. / In the ever-changing digital landscape, new opportunities for marketing communication have emerged for companies. Social media marketing (SMM) has become a large part of companies marketing strategies and a growing trend is to use social media influencers (SMI) by, for example, advertising collaborations or exposure of a brand. Research indicates that this trend is effective for marketing communication. However, there are no studies on why some SMI:s are more effective when it comes to marketing communication on Instagram than others. Therefore, the researchers chose to design a study where selected variables ¬¬were examined in instagramposts to determine which variables constitute high interaction and affection value. For the purpose of establishing a framework for what companies should keep track of when choosing to collaborate with an SMI.The study is an exploratory study with an deductive approach that contains two quantitative content analyzes and examined a total of 77 Instagram posts from 17 Swedish beauty influencers.The results showed that there is a clear correlation between specific variables and high interaction- and affectionvalue. Furthermore, the results show that posts that occur in the category of high interaction and high affection contains either a picture of the SMI or the SMI together with relatives. The use of emojis also occur in this category. The conclusion refers to the importance of a SMI:s interaction with its followers. It also proves important to having a post pattern that matches with the value of the brand which a collaboration is initiated with. In addition to this, the study's conclusion highlighted the importance of creating a strong parasocial interaction (PSI) by incorporating trust and intimacy of the followers.

(anglicky) Database vendors and information suppliers are traditional and historically the main components of the information industry. The arrival of internet and its services, including current trends such as social media and networks, has changed and enriched information behaviour, channels and marketing strategies between information suppliers and user. Although the information industry subjects as database vendors are traditional in their marketing strategies, their engagement in social media marketing is proactive and developing. The exploration confirmed that 10 of 12 examined subjects actively develop these channels and support them.

La pandemia del COVID 19 que empezó en marzo del 2020 en nuestro país generó el cierre de varias empresas y la posterior crisis económica. Sin embargo, pese a ello, nuevos emprendimientos se formaron durante ese tiempo y otros negocios cambiaron de rubro adaptándose así a la coyuntura y a los nuevos hábitos de compra de los consumidores. Múltiples empresas que no tenían como herramienta a las redes sociales, se vieron obligadas a implementar plataformas digitales para la exposición de sus productos o servicios. Por ello, diversas empresas se vieron obligadas a realizar estrategias que generen confianza a los consumidores ya que para estos no contaban con la posibilidad de visitar una tienda física por lo tanto eran conscientes de que el vínculo de confianza era clave para generar un interés en su marca y posteriormente lograr la compra, plasmando en el documento, las acciones que funcionan en estos tiempos inciertos. Por lo tanto, el presente trabajo busca las acciones de social media marketing, como interacción, tendencia y riesgo percibido, que construyen confianza en los nuevos emprendimientos. / The COVID 19 pandemic that began in March 2020 in our country led to the closure of several companies and the subsequent economic crisis. However, despite this, new ventures were formed during that time and other businesses changed their category, thus adapting to the situation and to the new purchasing habits of consumers. Multiple companies that did not have social networks as a tool were forced to implement digital platforms for the exposure of their products or services. For this reason, various companies were forced to carry out strategies that generate confidence in consumers since for them they did not have the possibility of visiting a physical store, therefore they were aware that the bond of trust was key to generate an interest in their brand and subsequently achieve the purchase, reflecting in the document, the actions that work in these uncertain times. Therefore, the present work looks for social media marketing actions, such as interaction, trend and perceived risk, which build trust in new ventures. / Trabajo de investigación

Since its inception, social media has developed into something that is now a constant part of our everyday lives. From being a digital place where users could keep in touch with friends and family, social media has become a place where consumers and companies have the opportunity to communicate. As a consequence, companies have had to renew and adapt the strategies used to reach their consumers. Some of the strategies that have emerged are UGC, E-WOM and Influencer Marketing. As consumers have been given an opportunity to communicate back, power has shifted to the consumer. Hence, this study has chosen to have a consumer perspective where attitudes in terms of trust, credibility and skepticism as well as purchase intention are treated and examined. Using a survey, responses from 118 respondents were collected and processed. The results of our collected data showed that the strategies examined have a positive impact on the consumer's attitude and purchase intention. With this in mind, it is in the companies' interest to expand the knowledge about these strategies and develop the company in a way that makes it possible to take advantage of the benefits that are in the strategies. The results of this study contribute to an increased understanding of marketing in social media, but the topic is far from fully explored. With the help of our research, we have also developed a combined marketing strategy that takes advantage of the benefits of each strategy. The models in this study cannot explain the consumer attitude and purchase intention in their entirety as the research area needs to be developed where new factors can be added and the strategies fine-tuned. / Sociala medier har sedan dess uppkomst utvecklats till något som nu är en konstant del av vår vardag. Från att vara en digital plats där användare kunde hålla kontakt med vänner och familj har sociala medier blivit en plats där konsumenter och företag har möjlighet att kommunicera. Som en konsekvens av detta har företag fått förnya och anpassa de strategier som används för att nå ut till sina konsumenter. Några av de strategier som växt fram är UGC, E-WOM och Influencer Marketing. I och med att konsumenterna fått en möjlighet att kommunicera tillbaka har makten förskjutits över till konsumenten. Därav har den här studien valt att ha ett konsumentperspektiv där attityd i termer av tillit, trovärdighet och skepticism samt köpintention behandlas och undersöks. Med hjälp av en enkät har svar från 118 respondenter samlats in och bearbetats. Resultatet av vårt insamlade data visade att de undersökta strategierna har en positiv påverkan på konsumentens attityd och köpintention. Med detta i åtanke ligger det i företagens intresse att utöka kunskapen kring dessa strategier och utveckla företaget på ett sätt som gör det möjligt att ta till vara på de fördelar som finns i strategierna. Resultatet i denna studie bidrar till ökad förståelse för marknadsföring i sociala medier men ämnet är långt ifrån färdig utforskat. Med hjälp av vår forskning har vi även tagit fram en kombinerad marknadsföringsstrategi som tar vara på fördelarna i respektive strategi. Modellerna i denna studie kan inte förklara konsumentattityden och köpintention i sin helhet då forskningsområdet behöver utvecklas där nya faktorer kan tillkomma och där strategierna kan finjusteras

Aim: In connection with digitalization, companies have increased their use of social media marketing and influencer marketing. Thanks to this, the skincare industry has had a magnificent effect on its sales, where millennial women are a strong target group for its digital marketing. These marketing channels contribute to direct interaction on social media and research has shown that there are seven different behaviors on social media: co-creation, positive contribution, consumption, dormancy, detachment, negative contribution, and co-destruction. The purpose of the study is to understand whether there is a connection between millennial women's behavior on social media in relation to the marketing of skincare and their frequency of purchase of skincare products. The research question that is answered is which behaviors on social media towards marketing of the skincare industry have an effect on millennial women in Sweden's purchase frequency of skincare products. Method: The study is based on a quantitative method with a deductive approach. Hypothesis development and a survey were conducted with a total of 200 respondents who are millennial women living in Sweden. The data were analyzed through multiple regression analysis and is reported through a hypothesis test. Result and Conclusions: The study shows that there is a connection between millennial women's buying frequency and its behavior on social media towards the marketing of skincare products that are co-creative, positive contribution, consumption, detachment, and co-destruction. However, there is a lack of this connection when it comes to the behaviors of dormancy and negative contribution. Contribution of the thesis: The contribution of the study is theoretical knowledge for the skincare industry regarding the effect on the purchase frequency of skincare products that millennial women have, based on their behaviors on social media towards its marketing. The study also contributes with practical knowledge that there are reasons for marketers to pay attention to this in order to achieve increased sales. Suggestions for future research: Further research into the subject could be to apply these behaviors to other industries and populations than those to which this study relates. This is because these behaviors that have been investigated are not limited to a specific industry or population. Another suggestion is to study the effects on specific brands and influencers, as all of them are different and consumers can thus perceive these in different ways. / Syfte: I samband med digitaliseringen har företag fått ökad användning av marknadsföring i sociala medier samt influencermarknadsföring. Tack vare detta har hudvårdsbranschen fått en storslagen effekt i sin omsättning, där kvinnliga millennials utgör en stark målgrupp för dess digitala marknadsföring. Dessa marknadsföringskanaler bidrar till direkt interaktion på sociala medier och forskning har visat att det finns sju olika beteenden på sociala medier: samskapande, positivt bidrag, konsumtion, viloläge, avskildhet, negativt bidrag och medförstörelse. Studiens syfte är att förstå om det finns samband mellan kvinnliga millennials beteenden på sociala medier i relation till marknadsföring av hudvård och deras köpfrekvens av hudvårdsprodukter. Forskningsfrågan som besvaras är vilka beteenden på sociala medier gentemot marknadsföring av hudvårdsbranschen som har en effekt på kvinnliga millennials i Sveriges köpfrekvens av hudvårdsprodukter. Metod: Studien har en kvantitativ utgångspunkt med en deduktiv ansats. En hypotesutveckling samt en enkätundersökning har genomförts där svar från totalt 200 respondenter som är kvinnliga millennials bosatta i Sverige erhölls. Datan har analyserats genom multipel regressionsanalys och redovisas genom en hypotesprövning.  Resultat och slutsats: Studien visar att det finns ett samband mellan kvinnliga millennials köpfrekvens och dess beteenden på sociala medier mot marknadsföring av hudvårdsprodukter som är samskapande, positivt bidrag, konsumtion, avskildhet och medförstörelse. Däremot finns en avsaknad av detta samband när det gäller beteenden viloläge och negativt bidrag. Examensarbetets bidrag: Studien bidrar till teoretisk kunskap för hudvårdsbranschen angående vilken effekt på köpfrekvensen av hudvårdsprodukter som kvinnliga millennials har baserat på deras beteenden på sociala medier gentemot dess marknadsföring. Studien bidrar även med praktisk kunskap om att det finns anledningar för marknadsförare att uppmärksamma detta för att uppnå ökad försäljning.  Förslag till fortsatt forskning: Fortsatt forskning som kan genomföras är att applicera dessa beteenden på andra branscher och populationer än för de som denna studie avser. Detta då dessa beteenden som har undersökts inte är bundna för enbart en specifik bransch eller population. Övrigt förslag är att studera effekten för specifika varumärken och influencers eftersom alla dessa är olika och konsumenter kan därmed uppfatta dessa på olika sätt.