Background: The concept of marketing is quite new to the audit industry, prior to 1978 all marketing of audit services were strictly forbidden. In 2010, the statutory audit was abolished in Sweden forcing auditors to market their services to convince their clients that they still should hire an auditor. This increased use of marketing adds a new dimension to the profession and might affect the pricing of audit, the quality of audit and might threaten the auditors‟ independency. Purpose: This paper focuses on how the increased use of marketing affects the auditing firms‟ services, more specifically how it affects auditor independence, audit quality and audit pricing. It is obvious that it is a fine line between auditors marketing their services and keeping their independence. It is clear that it has had implications on the business and after reading the disciplinary case it is clear that the rules are not defined in a way so that all the players in the industry interpret them in same way. Our purpose is to investigate how auditors in Sweden use marketing and how they make sure that they are still independent. We also want to investigate if the use of marketing has any effect on the quality of the audit and also the price of auditing. Completion: The study is based on qualitative approach focusing on interviews with auditors active in Sweden. A statistical survey to determine any potential changes in price is also added to add on to the credibility of our study. Conclusions are drawn based on the result of the survey and based on the interviews with our auditors. Conclusion: The increased use of marketing has changed the audit profession, the auditors need to market their services and cannot only focus on conducting audits. It has had implications on the audit quality and the auditors struggle with the balance between marketing themselves and keeping their independence.

The Internet is one of the most advanced technologies of modern times and it is diffusing at an exponential rate amongst business-to-consumer and business-to-business organisations. This has resulted in it becoming an irrevocable and an unstoppable trend, thereby making it vital for companies to incorporate it into their businesses. The Internet, Internet technologies and Internet services, particularly the Web, are widely acknowledged to have had and to continue to have a considerable impact on the practice of marketing. The adoption of the Internet and the Web is an independent variable influencing two interrelated aspects of the marketing function, namely the company’s conceptualisation of its marketing activities and the definition of its markets, which together directly influence the creation of greater customer value. Although research studies regarding the Internet’s impact on marketing conducted in the past in different countries and at different times produced quite similar trends in responses, advances in information technology (IT) and the increased Internet usage since the late 1990s necessitated reinvestigating marketers’ perceptions as to the changes in market practices brought about by the Internet. This study sought to determine the changes arising from the Internet in the conceptualisation of marketing activities, the definition of markets and the creation of greater customer value, based on a literature review and on empirical evidence founded on the opinions of South African marketing practitioners. The purpose of this study was to determine the South African marketing practitioners’ perceptions of the Internet’s influence on the practice of marketing. Five focal questions were asked and answered by the study: 1. How has the Internet changed the way that companies conceptualise their marketing activities? 2. How has the Internet changed the way that companies define their markets? 3. How has the Internet changed the way that companies create value for their customers? 4. To what extent have South African marketers’ perceptions of the influence of the Internet on marketing changed from the late 1990s to 2011? 5. To what extent do South African marketers’ perceptions of the influence of the Internet on marketing differ to those in studies conducted in Australia in 2001(Leong, Ewing & Pitt, 2003) and in Iran in 2007 (Ghazisaeedi, Pitt & Chaharsooghi, 2007)? For this study, the target population comprised South African marketing practitioners. The sampling frame consisted of the top 200 South African companies of 2009, ranked according to turnover, listed on the Johannesburg Stock Exchange (JSE), as published by the Financial Mail (2009). A non-probability, judgment sample of the 100 of these top South African companies was taken in April 2011. The study was conducted without replacement sampling. The telephone directory was used to obtain the telephone numbers of these companies so that the secretaries could be contacted to obtain the particulars of the marketing managers or marketing directors of the companies and permission to forward the questionnaire to the respective individuals. A structure self-administered questionnaire was then be emailed to those respondents from whom telephonic permission had been obtained. The questionnaire requested respondents to indicate on a five-point Likert scale their perceptions as to the extent to which the Internet influences the marketing practices within their company on 31 items divided into the three constructs of re-conceptualising marketing activities, changing market definition and creating greater customer value. In addition, the respondents were asked to provide certain demographic data. The findings indicate that the Internet has changed the way companies conceptualise their marketing activities, define their markets and create value for their customers in a variety of ways. When comparing this study against the results of the other three studies it is evident, that between the 1997 and the 2011 South African study and the 2001 Australian study and the 2011 South African study, the respondents did not vary significantly in their perceptions towards the items in each of the three constructs and the overall scale. Hence, the differences between the mean scores of the two studies concerning the three constructs and the overall scale are both statistically and practically non-significant. When comparing the 2005 Iranian study against the 2011 South African, the results show that for both the first construct and the overall scale there is a significant statistical difference at p < 0.05. Concerning to Construct 1, the extent to which the Internet has changed the way that companies conceptualise their marketing activities, a significant statistical difference exists between the two studies, with p = 0.002 < 0.05. Furthermore, with regard to the overall scale, the Internet’s influence on the marketing activities of companies, a significant statistical difference exists between the two studies, with p = 0.046 < 0.05. With the exception of Construct 1 and the overall scale, there is no significant statistical difference between the 2005 Iranian and the 2011 South African studies on Construct 2 and Construct 3. These results indicate that the respondents from the two studies conducted in Iran in 2005 and more recently in South Africa in 2011 did not vary significantly in their perceptions towards items in the second construct and the third construct. In order to assess whether there was a significant practical difference in the item means between the two studies, Cohen’s D-statistic was used. There is a small effect, moving toward practical significance on Construct 1 (D = 0.422) and the overall scale (D = 0.268). From this, it is evident that all main areas of marketing are being significantly influenced by the Internet. Therefore, Internet marketing has become a business imperative owing to it being an irrevocable and an unstoppable trend and, as a result, companies must make a concerted effort to collaborate the technologies available to them to avoid failure in the new digital business environment. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2012

Atualmente, no cenário competitivo global, a maioria das nações tem procurado estimular suas empresas a empreenderem atividades de internacionalização de seus negócios como medida importante para a atração de divisas. Obviamente, esta não é uma tarefa das mais fáceis e gera um desgaste elevado tanto aos gestores quanto à própria estrutura organizacional, quando há que se decidir em manter-se atendendo somente ao mercado interno ou abrir novos negócios no exterior. Para ser competitivo no mercado internacional há um elenco de aspectos a serem considerados, especialmente no que diz respeito ao uso intensivo do conhecimento de marketing por meio de suas atividades essenciais, tais como: organização de marketing, segmentação e posicionamento de mercado, sistema de informações de marketing e planejamento de marketing. Desta forma, o presente estudo tem como foco essencial avaliar o grau de utilização das atividades de marketing descritas anteriormente junto ao processo de internacionalização das empresas do norte do estado Paraná por meio da exportação de seus produtos. O estudo também levanta informações importantes sobre elementos que têm se constituído em barreiras ao processo de expansão das atividades de internacionalização, bem como demais particularidades inerentes à decisão de ir para o exterior. O estudo conta com um levantamento na forma de revisão da literatura que aborda os seguintes temas: contexto exportador do Brasil e do estado do Paraná, conceito de internacionalização, marketing global, decisões estratégicas em marketing global, competitividade, estratégias competitivas e colaborativas e o conceito e as implicações das atividades de marketing no contexto global. Para complementar o estudo, conduziu-se uma pesquisa de campo com o objetivo de verificação dos objetivos discutidos. Quanto à metodologia, a pesquisa de campo se classificou como quantitativa e exploratória, sendo a amostragem sistemática com base no cadastro de empresas exportadoras da FIEP (Federação das Indústrias do Estado do Paraná). Os dados coletados foram tratados por meio de testes estatísticos paramétricos (Anova) e não-paramétricos (Qui-quadrado), bem como técnicas multivariadas, como a análise fatorial e demais análises descritivas. Embora a pesquisa tenha sido conduzida na região norte do estado do Paraná, foram revelados dados importantes com respeito ao desenvolvimento das atividades exportadoras, se observada a utilização das atividades de marketing neste sentido. Cabe destacar ainda que generalizações a outros estados e setores podem apresentar certas restrições, porém certamente haverá enriquecimento em torno da análise propiciada pelas informações levantadas, sobretudo diante da dinâmica competitiva das empresas que atuam no mercado global e demandam ferramentas eficazes para obtenção de sucesso. Como contribuição final, o pesquisador apresenta um modelo na forma de roteiro de decisões que em muito poderá contribuir para as empresas que pensam se devem ou não ingressar no mercado internacional. / Now, in the global competitive scenery, most of the nations have been trying to stimulate its companies they undertake it activities of internationalization of its business as important measure for the attraction of exchange value. Obviously, this is not a task of the easiest and it generates a high waste so much to the managers with relationship to the own structure organizational, when there is to decide in to stay only assisting to the internal market or to open new business in the exterior. To be competitive in the international market they don't have enough only attractive costs. There is a cast of aspects they be she considered, especially in what it says respect to the intensive use of the marketing knowledge by means of its essential activities, such as: marketing organization, segmentation and market positioning, system of marketing information and marketing planning. This way, the present study has as essential focus to evaluate the degree of use of the marketing activities described the process of internationalization of the companies of the north of the state previously close to Paraná by means of the export of its products. The study also lifts important information on elements that they have constituted in barriers to the process of expansion of the internationalization activities, as well as other inherent particularities to the decision of going for the exterior. The study bill with a rising in the form of revision of the literature that approaches the following themes: context exporter from Brazil and of the state of Paraná, internationalization concept, global marketing, strategic decisions in global marketing, competitiveness, competitive and associative strategies and the concept and the implications of the marketing activities in the global context. To complement the study, it behaved a field research with the objective of verification of the discussed objectives. With relationship to the methodology, the field research was classified as quantitative and exploratory, being the systematic sampling with base in the companies’ exporters' of FIEP cadastres (Federation of the Industries of the State of Paraná). The collected data were treated by means of parametric statistical tests (ANOVA) and no-parametric (Chi-square), as well as technical multivariate, as the factorial analysis and other descriptive analyses. Although the research has been driven in the north area of the state of Paraná, important data were revealed with regard to the activities exporters' development, if observed the use of the marketing activities in this sense. It fits to highlight although generalizations the other states and sections can present certain restrictions, even so certainly it will have won around the analysis propitiated by the lifted up information, above all before the competitive dynamics of the companies that you/they act in the global market and they demand effective tools for success obtaining. As final contribution, the researcher presents a model in the form of route of decisions that in a lot it can contribute to the companies that think he/she/it owes or not to enter in the international market.

The Master Thesis "Analysis of Marketing Activities of the Capital City of Prague" is mainly focused on already executed activities and campaigns which were supposed to support the incoming tourism to Prague. It presents the most important communication campaigns as well as subjects participating in marketing activities.At the end there are introduced some suggestions which may be helpful for new campaingns and activities, especially for municipal authorities.

The Internet is one of the most advanced technologies of modern times and it is diffusing at an exponential rate amongst business-to-consumer and business-to-business organisations. This has resulted in it becoming an irrevocable and an unstoppable trend, thereby making it vital for companies to incorporate it into their businesses. The Internet, Internet technologies and Internet services, particularly the Web, are widely acknowledged to have had and to continue to have a considerable impact on the practice of marketing. The adoption of the Internet and the Web is an independent variable influencing two interrelated aspects of the marketing function, namely the company’s conceptualisation of its marketing activities and the definition of its markets, which together directly influence the creation of greater customer value. Although research studies regarding the Internet’s impact on marketing conducted in the past in different countries and at different times produced quite similar trends in responses, advances in information technology (IT) and the increased Internet usage since the late 1990s necessitated reinvestigating marketers’ perceptions as to the changes in market practices brought about by the Internet. This study sought to determine the changes arising from the Internet in the conceptualisation of marketing activities, the definition of markets and the creation of greater customer value, based on a literature review and on empirical evidence founded on the opinions of South African marketing practitioners. The purpose of this study was to determine the South African marketing practitioners’ perceptions of the Internet’s influence on the practice of marketing. Five focal questions were asked and answered by the study: 1. How has the Internet changed the way that companies conceptualise their marketing activities? 2. How has the Internet changed the way that companies define their markets? 3. How has the Internet changed the way that companies create value for their customers? 4. To what extent have South African marketers’ perceptions of the influence of the Internet on marketing changed from the late 1990s to 2011? 5. To what extent do South African marketers’ perceptions of the influence of the Internet on marketing differ to those in studies conducted in Australia in 2001(Leong, Ewing & Pitt, 2003) and in Iran in 2007 (Ghazisaeedi, Pitt & Chaharsooghi, 2007)? For this study, the target population comprised South African marketing practitioners. The sampling frame consisted of the top 200 South African companies of 2009, ranked according to turnover, listed on the Johannesburg Stock Exchange (JSE), as published by the Financial Mail (2009). A non-probability, judgment sample of the 100 of these top South African companies was taken in April 2011. The study was conducted without replacement sampling. The telephone directory was used to obtain the telephone numbers of these companies so that the secretaries could be contacted to obtain the particulars of the marketing managers or marketing directors of the companies and permission to forward the questionnaire to the respective individuals. A structure self-administered questionnaire was then be emailed to those respondents from whom telephonic permission had been obtained. The questionnaire requested respondents to indicate on a five-point Likert scale their perceptions as to the extent to which the Internet influences the marketing practices within their company on 31 items divided into the three constructs of re-conceptualising marketing activities, changing market definition and creating greater customer value. In addition, the respondents were asked to provide certain demographic data. The findings indicate that the Internet has changed the way companies conceptualise their marketing activities, define their markets and create value for their customers in a variety of ways. When comparing this study against the results of the other three studies it is evident, that between the 1997 and the 2011 South African study and the 2001 Australian study and the 2011 South African study, the respondents did not vary significantly in their perceptions towards the items in each of the three constructs and the overall scale. Hence, the differences between the mean scores of the two studies concerning the three constructs and the overall scale are both statistically and practically non-significant. When comparing the 2005 Iranian study against the 2011 South African, the results show that for both the first construct and the overall scale there is a significant statistical difference at p < 0.05. Concerning to Construct 1, the extent to which the Internet has changed the way that companies conceptualise their marketing activities, a significant statistical difference exists between the two studies, with p = 0.002 < 0.05. Furthermore, with regard to the overall scale, the Internet’s influence on the marketing activities of companies, a significant statistical difference exists between the two studies, with p = 0.046 < 0.05. With the exception of Construct 1 and the overall scale, there is no significant statistical difference between the 2005 Iranian and the 2011 South African studies on Construct 2 and Construct 3. These results indicate that the respondents from the two studies conducted in Iran in 2005 and more recently in South Africa in 2011 did not vary significantly in their perceptions towards items in the second construct and the third construct. In order to assess whether there was a significant practical difference in the item means between the two studies, Cohen’s D-statistic was used. There is a small effect, moving toward practical significance on Construct 1 (D = 0.422) and the overall scale (D = 0.268). From this, it is evident that all main areas of marketing are being significantly influenced by the Internet. Therefore, Internet marketing has become a business imperative owing to it being an irrevocable and an unstoppable trend and, as a result, companies must make a concerted effort to collaborate the technologies available to them to avoid failure in the new digital business environment. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2012

Atualmente, no cenário competitivo global, a maioria das nações tem procurado estimular suas empresas a empreenderem atividades de internacionalização de seus negócios como medida importante para a atração de divisas. Obviamente, esta não é uma tarefa das mais fáceis e gera um desgaste elevado tanto aos gestores quanto à própria estrutura organizacional, quando há que se decidir em manter-se atendendo somente ao mercado interno ou abrir novos negócios no exterior. Para ser competitivo no mercado internacional há um elenco de aspectos a serem considerados, especialmente no que diz respeito ao uso intensivo do conhecimento de marketing por meio de suas atividades essenciais, tais como: organização de marketing, segmentação e posicionamento de mercado, sistema de informações de marketing e planejamento de marketing. Desta forma, o presente estudo tem como foco essencial avaliar o grau de utilização das atividades de marketing descritas anteriormente junto ao processo de internacionalização das empresas do norte do estado Paraná por meio da exportação de seus produtos. O estudo também levanta informações importantes sobre elementos que têm se constituído em barreiras ao processo de expansão das atividades de internacionalização, bem como demais particularidades inerentes à decisão de ir para o exterior. O estudo conta com um levantamento na forma de revisão da literatura que aborda os seguintes temas: contexto exportador do Brasil e do estado do Paraná, conceito de internacionalização, marketing global, decisões estratégicas em marketing global, competitividade, estratégias competitivas e colaborativas e o conceito e as implicações das atividades de marketing no contexto global. Para complementar o estudo, conduziu-se uma pesquisa de campo com o objetivo de verificação dos objetivos discutidos. Quanto à metodologia, a pesquisa de campo se classificou como quantitativa e exploratória, sendo a amostragem sistemática com base no cadastro de empresas exportadoras da FIEP (Federação das Indústrias do Estado do Paraná). Os dados coletados foram tratados por meio de testes estatísticos paramétricos (Anova) e não-paramétricos (Qui-quadrado), bem como técnicas multivariadas, como a análise fatorial e demais análises descritivas. Embora a pesquisa tenha sido conduzida na região norte do estado do Paraná, foram revelados dados importantes com respeito ao desenvolvimento das atividades exportadoras, se observada a utilização das atividades de marketing neste sentido. Cabe destacar ainda que generalizações a outros estados e setores podem apresentar certas restrições, porém certamente haverá enriquecimento em torno da análise propiciada pelas informações levantadas, sobretudo diante da dinâmica competitiva das empresas que atuam no mercado global e demandam ferramentas eficazes para obtenção de sucesso. Como contribuição final, o pesquisador apresenta um modelo na forma de roteiro de decisões que em muito poderá contribuir para as empresas que pensam se devem ou não ingressar no mercado internacional. / Now, in the global competitive scenery, most of the nations have been trying to stimulate its companies they undertake it activities of internationalization of its business as important measure for the attraction of exchange value. Obviously, this is not a task of the easiest and it generates a high waste so much to the managers with relationship to the own structure organizational, when there is to decide in to stay only assisting to the internal market or to open new business in the exterior. To be competitive in the international market they don't have enough only attractive costs. There is a cast of aspects they be she considered, especially in what it says respect to the intensive use of the marketing knowledge by means of its essential activities, such as: marketing organization, segmentation and market positioning, system of marketing information and marketing planning. This way, the present study has as essential focus to evaluate the degree of use of the marketing activities described the process of internationalization of the companies of the north of the state previously close to Paraná by means of the export of its products. The study also lifts important information on elements that they have constituted in barriers to the process of expansion of the internationalization activities, as well as other inherent particularities to the decision of going for the exterior. The study bill with a rising in the form of revision of the literature that approaches the following themes: context exporter from Brazil and of the state of Paraná, internationalization concept, global marketing, strategic decisions in global marketing, competitiveness, competitive and associative strategies and the concept and the implications of the marketing activities in the global context. To complement the study, it behaved a field research with the objective of verification of the discussed objectives. With relationship to the methodology, the field research was classified as quantitative and exploratory, being the systematic sampling with base in the companies’ exporters' of FIEP cadastres (Federation of the Industries of the State of Paraná). The collected data were treated by means of parametric statistical tests (ANOVA) and no-parametric (Chi-square), as well as technical multivariate, as the factorial analysis and other descriptive analyses. Although the research has been driven in the north area of the state of Paraná, important data were revealed with regard to the activities exporters' development, if observed the use of the marketing activities in this sense. It fits to highlight although generalizations the other states and sections can present certain restrictions, even so certainly it will have won around the analysis propitiated by the lifted up information, above all before the competitive dynamics of the companies that you/they act in the global market and they demand effective tools for success obtaining. As final contribution, the researcher presents a model in the form of route of decisions that in a lot it can contribute to the companies that think he/she/it owes or not to enter in the international market.

The diploma work deals with marketing activities of Tchibo Praha, spol. s r. o., selling not only coffee at the Czech market but also develops a specific concept of sale of consumer goods. The work includes the analysis of existing marketing activities of the company. The market research follows afterwards. The whole work is headed to evaluation of the Tchibo Praha position at the coffee market and especially at the consumer goods' market. After finding certain imperfections there are determined recommendations for further company development.

This Master's Thesis deals with marketing activities in the General Hospital and Policlinic Lučenec n.o. The goal of this thesis is the detection and evaluation of marketing activities used in General Hospital and Policlinic Lučenec n.o. The main task of this thesis is the evaluation of the satisfaction questionnaires hospitalized patients, which the hospital does not have worked. And a subsequent evaluation of own research specialized on employee satisfaction, which brings near the aspect of hospital employee satisfaction and thereby providing insight into internal marketing of hospital. Both studies are conducted in the form of completely anonymous questionnaires. The work contains the results of research on which recommendations are addressed.

Background: The auditing profession is in constant change and marketing activities such as advertising has gone from being prohibited to become a legal activity within the profession. The Swedish auditing profession has for a long time been protected by laws and regulations. With the increased use of marketing activities in the profession, researchers claim that the profession has shifted from professionalism to commercialism. Research has argued the positive and negative outcomes of increased marketing activities within the profession where the auditors have had mixed perceptions regarding this increase. Purpose: The purpose of this thesis was to examine Swedish auditors' perceptions toward the shift from professionalism toward commercialism within the auditing profession. Method: By using a qualitative research methodology six (6) semi-structured interviews with active auditors in Sweden were conducted. In-depth empirics were collected where an inductive approach was adopted to approach the data collected. Conclusion: Seven themes of perceptions were identified: (1) Marketing as a tool in a more competitive market, (2) Marketing should be used for brand awareness, (3) Marketing is not my responsibility, (4) Auditing is a trust profession, (5) The most important marketing tool is the word of mouth, (6) Seeing clients is not marketing, and (7) Marketing activities do not affect the professionalism. It was found that marketing activities had been perceived to become more positively accepted overtime where the auditors implied that duality between professionalism and commercialism should be applied.

Sammanfattning   Titel: Marknadsföringsaktiviteter på sociala medier – En undersökande studie om varumärkeskännedom bland konsumenter inom generation X   Nivå: Examensarbete på grundnivå (kandidatexamen) inom företagsekonomi   Författare: Caroline Pivré och Mimmi Roos   Handledare: Anna Ljung   Datum: 2021 - januari   Syfte: Syftet med denna studie är att undersöka om marknadsföringsaktiviteter på sociala medier leder till ökad varumärkeskännedom bland konsumenter som tillhör generation X.    Metod: En kvantitativ metod med en deduktiv ansats tillämpades. Populationen som studerades var konsumenter som tillhör generation X. Ett slumpmässigt urval användes. Data samlades in genom en enkät som delades ut på Facebook. Data analyserades i det statistiska programmet SPSS där faktoranalys, test av Cronbachs Alfa, korrelationsanalys och multipel regressionsanalys genomfördes. Data har redovisats i löpande text och i tabellform.    Resultat och slutsats: Resultatet visade att varumärkeskännedom ökar bland konsumenter inom generation X när marknadsföringsaktiviteter på sociala medier används, samt att anpassning av marknadsföring till generation X som ett segment inte har någon betydelse för ökad varumärkeskännedom. Studiens slutsats är att ett varumärkes sociala plattformar ska vara intressanta och underhållande för att varumärkeskännedomen ska öka samt att det finns begränsad kunskap om generation X som ett segment jämfört med generation Y.   Examensarbetets bidrag: Uppsatsen bidrar med kunskap om att marknadsföringsaktiviteter på sociala medier leder till ökad varumärkeskännedom för konsumenter inom generation X, samt att anpassning till generationen som ett segment inte har betydelse för ökad varumärkeskännedom. Studien bidrar med praktiska bidrag om betydelsen av att skapa intressanta och underhållande plattformar.    Förslag till fortsatt forskning: Förslag till fortsatt forskning är att undersöka hur personligheter, värderingar och kön påverkar upplevd varumärkeskännedom bland konsumenter inom generation X.    Nyckelord: Varumärkeskännedom, marknadsföringsaktiviteter på sociala medier, traditionella marknadsföringsaktiviteter och anpassning till ett segment. / Abstract   Title: Marketing activities on social media - A study that examines brand awareness among consumers within generation X   Level: Final assignment for bachelor’s degree in Business Administration   Author: Caroline Pivré and Mimmi Roos    Supervisor: Anna Ljung    Date: 2021 - January   Aim: The purpose of this study is to investigate if social media marketing activities lead to increased brand awareness among consumers within generation X.    Method: A quantitative method with a deductive approach was applied. The population studied was Generation X consumers. A random sample was used. Data was collected through a survey distributed on Facebook. Data was analysed in the statistical program SPSS where factor analysis, test of Cronbach's Alpha, correlation analysis and multiple regression analysis were performed. Data has been reported in linear form and in table form.   Result and Conclusions: The results showed that brand awareness increases among consumers within generation X when marketing activities on social media are used, and that marketing adaptation to generation X as a segment, has no significance for increased brand awareness. The study concludes that a brand's social platforms should be interesting and entertaining in order for brand awareness to increase, and that there is limited knowledge about generation X as a segment compared to generation Y.   Contribution of the thesis: The thesis contributes with knowledge that marketing activities on social media lead to increased brand awareness for consumers within generation X, and that adaptation to the generation as a segment has no significance for increased brand awareness. The study provides practical contributions on the importance of creating interesting and entertaining platforms.   Suggestions for future research: Suggestions for further research are to investigate how personalities, values and gender affect perceived brand awareness among consumers within generation X.   Key words: Brand awareness, marketing activities on social media, traditional marketing activities and adaptation to a segment.