English title: Marketing within digital platforms: An interview study regarding digital marketing onTikTok and InstagramMarketing through social media platforms is a powerful way for businesses to reach andconnect with customers. The growth prominence of technical innovations together withglobalization has influenced the way in which we connect with each other. The dramaticchange in the media landscape became an opportunity for companies to use social media as amarketing-tool enabling two-way communication between companies and customers. As thelandscape expands, the competition increases as well as the clutter of communication andcompanies may have to work in creative ways to get through to their customers. In this study,we examine how marketing communication takes form through the social media platformsTikTok and Instagram. This study examines empirical data collected through four semistructuredinterviews, which has been analyzed using theories from a qualitative approach.The results show that digital marketing is here to stay, and it will probably find new methodsto make it beneficial for companies. Advertising through social media and creative movingimage content is a prominent way to break through communication clutter. In this study, weare trying to understand the power of marketing through social media by understanding theimportance of the tools that are being used and in which way it is more beneficial for thecompanies as well as the customers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-204544 |
| Date | January 2022 |
| Creators | Jonathan, Nordmark, Emmie, Holmgren |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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