Social media is considered an important marketing tool for B2B companies that are operating in the current decade (Andersson and Wikström, 2017; Brink, 2017; Itani, Agnihotri and Dingus, 2017). As social media has become a well-researched topic over the last decade, it has become more popular for businesses and individuals to use (Andersson and Wikstrom, 2017; Lacka and Chong, 2016; Michaelidou, Siamagka and Christodoulides, 2011). However there are limited research on how specific industries are adopting social media (Siamagka et al., (2015). Therefore, this thesis will contribute with research on why the industrial industrys adopt social media as well as how they are using it (Ibid).   Ten industrial businesses working in Sweden have been used for the empirical data collection. A qualitative approach have been used for this study in order to satisfy the purpose. All of the interviewees have experience within social media adoption or are working with social media on a daily basis. The interviews were conducted through phone and lasted approximately 20-50 minutes.   The conclusion of this study is that academic research within this field are somewhat in an agreement with the empirical data provided within this study. The main reasons to why industrial B2B businesses are adopting social media is because businesses can reach their target customers in an easy and fast way, also the pressure from stakeholders and customers have been an important factor to why some of the practitioners within this study have adopted social media. The barriers and benefits of using social media goes hand in hand. As one of the main benefits is the communication with customers and the main barrier is the negative comments that businesses can get. Although this study has indicated that the benefits outweigh the barriers when adopting and using social media. Findings from this study has shown that LinkedIn is the most useful social networking sites for businesses to use and this statement is also confirmed with the academic research done within this field.

In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media.

With the emergence of new media platforms one wonders about the impact new media is having on sports fans’ media consumption patterns. Are traditional media platforms still having the same impact on the sports fan relationship, or has there been a shift across to new platforms? Looking through the lens of the Psychological Continuum Model (PCM) framework, we analyse the impact of team identification and sports fans’ media consumption patterns.Trying to gain an understanding across various sports and to reach as many fans as possible, the snowballing technique was deployed. Using quantitative data allowed us to establish emerging patterns through categorical data. This study used cross-sectional data, which allowed us to take a snapshot in time of what the current trend in fans’ sports media consumption was. 235 sports fans media consumption patterns were analysed using the PCM staging algorithm and a sports media consumption instrument.The results throughout this study reflect that new media is having an impact on team identity and sports fan media consumption. The findings suggests that fans that display higher levels of team identification on the PCM framework, i.e. attachment and allegiance to teams, are more likely to engage regularly on social media, especially Twitter. As such, marketers, sports teams and associations need to look at how they engage with social media broadly and Twitter in particular. Various constructs impact sports fans’ media consumption patterns and, as such, marketers, sports teams and organisations need to ensure that they maintain relevance with their targeted demographic to ensure the continued engagement with sports fans. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

This study has evaluated how Tanzania Food and Nutrition Centre (TFNC), a government institution overseeing nutrition, uses social media to enhance the nutrition literacy of caregivers and parents of children under the age of five years. The study contributes to knowledge on how Tanzania’s resource-constrained health sector’s nutrition communication can benefit from social media by answering the following research questions: Which social media platforms and features does TFNC use to share nutrition knowledge pertaining to children under the age of five years? What kinds of nutrition knowledge pertaining to children under the age of five years does TFNC share on social media? How is nutrition knowledge pertaining to children under the age of five years posted on TFNC social media pages packaged? And, how frequently is nutrition knowledge pertaining to children under the age of five years repeated on TFNC social media pages? These questions have been answered from a social-behavioral change communication perspective that has combined the Media Ecology Theory and the Theory of Planned Behavior. This quantitative study has gathered data on TFNC’s social media activities (posts containing nutrition knowledge pertaining to children under the age of five years) between May 2020 to April 2023. The posts were manually extracted from the center’s pages into Microsoft Excel for coding before exportation to SPSS version 20 for analysis. The study has found that TFNC actively uses Facebook, Instagram, Twitter, and YouTube to share nutrition knowledge on its pages and video format is the most used. The shared educative nutrition knowledge during the observed period, the use of social media features in sharing the knowledge, and the frequency of repeating nutrition messages are limited. Overall, the center’s nutrition social media-based knowledge-sharing needs improving to optimally contribute to nutrition literacy pertaining to children under the age of five years.

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Syftet med den här studien var att göra en kvantitativ datainsamling för att kartlägga om det fanns ett samband mellan användning av sociala medier, spel- och studietimmar och stress hos gymnasieungdomar i årskurs 3. Mätinstrumenten som användes var Social Media Addiction Scale (SMAS) och Perceived Stress Scale (PSS) samt två frågor om elevernas spel-och studietimmar.       Resultatet visade att det inte fanns några korrelationer som gav stöd för hypoteserna förutom när det gällde kvinnor, men eftersom de var underrepresenterade var det inte en stark sådan. Enligt resultaten för samband mellan stress, medieanvändning, studietimmar och speltimmar för kvinnor och män fanns det ett medelstarkt positivt samband mellan medieanvändning och studietimmar (r=.556), vilket innebar att ju större användning av sociala medier kvinnorna hade desto fler studietimmar hade de.       Lämplig framtida forskning skulle kunna vara kvantitativa longitudinella studier för att få en bredare analys. Som komplement skulle en kvalitativ intervjustudie kunna användas för djupare analyser inom området. / The aim of this study was to make a quantitative data collection to investigate the relationship between social media usage, time spent gaming, time spent studying and stress of upper secondary school students in grade 3. Two survey methods which were used in the study were Social Media Addiction Scale (SMAS) and Perceived Stress Scale (PSS) and two questions concerning time spent gaming and time spent on homework.       The result showed no significant correlations to support the hypotheses except for women but as they were underrepresented the correlation was insignificant. According to the results as for the relationship between social media usage, time spent gaming, time spent studying and stress of upper secondary school students for men and women a medium strong positive correlation (r=.556) between social media usage and time spent on homework was found in the study which implies that the more social media usage for women, the more time spent studying. Future research should consider quantitative longitudinal studies for broader analyses. Qualitative studies with interviews would help achieving a deeper analysis in the field.

Among Swedish adults, 50% are active on social media daily. Regarding body image, 50% of Swedish adolescents are happy with their weight, although no statistics are available among Swedish adults. Time spent on social media is related to body dissatisfaction, and viewing of body positive content increases body appreciation. Applying a salutogenic approach, a theoretical framework of sense of coherence was used in this study. The aim was to examine: if there is a relationship between social media usage and body appreciation in Swedish adults; if there are gender differences; whether this potential relationship is evident after controlling for age, gender, physical activity, sedentary lifestyle, and viewing of body positive content. A quantitative method was used. Data from 153 participants was collected using questionnaires, and analysed using correlation analyses and multiple regression analyses. The results revealed that there was no relationship between general social media usage and body appreciation – however, the less time spent on social media, the better body appreciation participants had. This relationship was only evident among women. The relationship was still observed after controlling for confounding. These findings were in line with some previous findings. Women’s body appreciation could possibly favour from decreased time spent on social media.

Sociala medier används världen över och kan enligt mycket forskning vara en faktor till ökade stressnivåer hos individer som använder dessa. Denna undersökning syftade till att undersöka om det fanns ett samband mellan sociala medier och stress utifrån variablerna tid lagd på sociala medier och olika vanor individer har på sociala medier. Studien fokuserade på tid lagd på sociala medier och hur individen använder sociala medier. Datainsamlingen bestod av en enkätundersökning där 158 personer deltog. Enkäten innehöll 15 frågor om bakgrundsfrågor, upplevd stress, sociala medier och sociala mediavanor med fria svar, ja och nej frågor och flervalsfrågor. Resultaten visade på signifikanta korrelationer mellan upplevd stress och hur ofta en individ är aktiv på sociala medier; upplevd stress och hur ofta en individ interagerar med andra på sociala medier; upplevd stress och hur ofta en individ uppdaterar sina sociala medier; samt upplevd stress och ifall en individ skjuter upp hushållssysslor för att använda sociala medier. Resultaten visade ingen signifikant korrelation mellan upplevd stress och hur många timmar en individ lägger på sociala medier. Utifrån deltagarnas egna ord fanns det upplevelser på sociala medier som ledde till stress hos individerna, exempelvis jämförelser mot andra online, konstant tillgänglighet och att sociala medier användes som ett tidsfördriv. Individerna som inte upplevde sambandet stress och sociala medier använde sociala medier för att stressa ner. Det fanns samband mellan upplevd stress och sociala medier och hur man använder dem men inte vid mängden tid lagd på sociala medier och stress. / Social media is used all over the world and can, according to research, be a contributing factor to elevated stress levels for individuals that use it. This study aimed to investigate if there was any correlation between social media and stress by studying the variables time spent on social media and stress and how individuals use social medias. To collect data a survey was created with 15questions with background questions, stress, social media and social media usage. The questions consisted of yes or no questions, open answers and multiple-choice questions. A total of 158 individuals participated. The results showed a significant relationship between stress and how often an individual was active on social media; stress and how often individuals interacted with others online; how often individuals post to their social medias; as well as stress and if an individual postpone household chores to use social media. There was no significant relationship between time spent on social media and stress levels. From the participants responses to the free answers a relationship between stress and social media was shown from their own perspective. Factors that heightened the stress levels included comparisons to other individuals online, constantly being available and using social media as a pastime. The individuals who didn't feel any relationship between social media and stress used social media to relax. There was a significant relationship between stress and social media and how you use social medias, but no significant relationship between stress and how much time is spent on social medias.

Användningen av sociala medier ökar allt mer i dagens samhälle och banker använder sig i dagsläget av sociala medier till kundservice samt i marknadsföringssyfte. Banker är den vanligaste finansieringskällan av externt kapital för små företag i Sverige och för att undvika kreditförluster gör banker en kreditbedömning av det kreditsökande företaget. I en anställningsprocess som kan likna personbedömning vid kreditgivning används sociala medier, detta väckte författarnas intresse att undersöka möjligheten att även använda sociala medier vid kreditgivning. Användning av sociala medier vid kreditgivning har tidigare inte studerats och syftet med denna studie är därför att skapa förståelse för hur och varför sociala medier beaktas i bankers kreditgivning till företag samt beskriva i vilka delar av kreditgivningsprocessen banker använder sig av sociala medier. Genom tolv kvalitativa intervjuer med kreditgivare och ansvariga för sociala medier har studiens problem- formulering besvarats. Hur och varför används sociala medier i bankers kreditgivning till företag? Resultatet av denna studie visar att kreditgivare använder sig av samt kan tänka sig att använda sociala medier vid kreditgivning till företag. I dagsläget är användningen begränsad men sociala medier används till viss del för att skapa ett första intryck och känsla för kredittagaren innan första mötet. Detta leder till både teoretiska och praktiska implikationer beträffande sociala mediers användning vid kreditgivning. Sociala medier inverkar i olika utsträckning i kreditgivningsprocessen med störst påverkan i det första steget, kreditansökan, men även vid kredituppföljning som varningssignaler och indirekt vid kreditbedömning och när kreditbeslutet tas. Sociala medier kan dessutom utgöra ytterligare ett nätverk för kreditgivaren och leda till att en bättre personbedömning görs, banken kan därmed undvika kreditförluster. Studien har även bidragit till att utveckla en modell som förenklar kreditgivarnas förståelse för hur de kan beakta sociala medier vid kreditgivning. / The use of social media is increasing in today's society, and in the current situation, banks use social media for customer service and for marketing purposes. For small businesses in Sweden, banks are the most common source of financing of external capital, and to avoid credit losses, banks makes a credit assessment of the credit applicant. In the recruitment process, that could resemble the personal assessment when granting loans, social media is used; this has brought the authors interest in exploring the possibility of also using social media in the lending process. Since the use of social media in lending previously never have been studied, the purpose of this study is to understand how and why social media are taken into account in banks lending to companies, and also to describe in what parts of the lending process banks use social media. Twelve qualitative interviews with lenders and managers of social media have been done to answer the problem statement. How and why do banks use social media in lending to businesses? The results of this study show that creditors use and are willing to use social media in credit granting for companies. In the current situation, the use of social media is limited but is to some extent used to create a first impression and feeling of the borrower before the first meeting. This leads to both theoretical and practical implications regarding the use of social media in lending. Social media affects the credit granting process in varying degrees with the greatest impact at the first stage, the credit application. It also affects the follow-up of the credit as warning signals, and indirectly the credit assessment and credit decision. Social media can also form an additional network for the creditor and lead to a better assessment of the applicant, through this; the bank can avoid credit losses. The study has also developed a model that facilitates lenders understanding of how to incorporate social media in credit granting.

Innerhalb der letzten Jahre nahm der Anteil aktiver Internetnutzer über 50 Jahre rapide zu. Auch die damit verbundene Präsenz derer in sozialen Online-Medien erfuhr einen Zuwachs. Die Risiken und Potenziale der Aktivitäten auf diesen Plattformen wurden bisher nahezu ausschließlich altersunabhängig oder nur in Bezug auf eine recht junge Altersgruppe untersucht. Um auf den daraus ergehenden Forschungsbedarf zu reagieren, wurde auf Basis umfassender Literaturrecherche ein entsprechendes Messinstrument in Form eines Online-Fragebogens entwickelt. Hauptelemente sind dabei die Art und Weise der Social-Media-Nutzung, die durch den Grad der Depression repräsentierte psychische Gesundheit, sowie diese beeinflussende Faktoren. Zu Erfassung der depressiven Ausprägung wurde das verkürzte Beck-Depressions-Inventar implementiert und für einen Korrekturversuch des vermuteten Gender Bias angepasst. Der Feldzugang wurde durch das Respondent Driven Sampling in Kombination mit der Vorgehensweise des viralen Marketings geschaffen. Der Fragebogen sowie dessen geplante Verbreitung wurde mit Hilfe eines Pretest auf seine Güte und etwaige Probleme geprüft. Um die ermittelten Effekte der Zielgruppe (N=25) verlässlich zuschreiben zu können, wurde in gleichem Maß eine Refrenzgruppe (N=26) befragt. Die ermittelten Ergebnisse konnten einen Optimierungsbedarf am Erhebungsinstrument und der Umsetzung der gewählten Verbreitungsmethode aufzeigen. Zudem wurden erste Erfolge für den Ausgleichsversuch des Gender Bias verzeichnet. Die Zusammenhänge von Art und Weise der Social-Media-Nutzung und dem Grad der Depressionen wurden in Anlehnung an bestehende theoretische Ansätze untersucht. Neben der persönlichen Relevanz einzelner Grundfunktionen konnten bei den Silver Surfern vor allem die Motive sozialer Interaktion innerhalb sozialer Online-Medien die Ausprägung von Depressionen erklären.