The aim of this thesis is to examine young adults’ attitudes towards libraries marketing in social media. Libraries mainly use social media to reach out to young adults. However, young adults mainly use social media to communicate with their friends. The question that arises is if young adults are interested in communicating with organizations such as libraries on social media. To fulfill our purpose we asked two research questions:What attitudes do young adults have towards libraries use of marketing in social media?What kind of communication with libraries in social media is of interest for young adults?The theoretical framework for this thesis is based on relationship marketing, a theory which sets focus at relationships, networks and interaction. The theory is based on an organizational perspective, but we choose to interpret it from the perspective of users. In this thesis we choose a qualitative approach. We also conducted ten semi-structured interviews to gather our empirical material.The results show that the young adults in our thesis not are aware of libraries existence in social media. They also have a stereotypical image of libraries as an organization mainly connected to books and reading. However, they do believe that libraries use social media to “follow the stream”. In young adults’ use of social media, interests are a decisive factor as well as communication with friends. If libraries want to reach out to young adults, they need to create a strategy to help them communicate with young adults. / Program: Bibliotekarie
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-17155 |
| Date | January 2013 |
| Creators | Mattsson, Isabelle, Åhlund, Anna |
| Publisher | Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan, Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan, University of Borås/Swedish School of Library and Information Science (SSLIS) |
| 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 |
| Relation | Kandidatuppsats, ; 2013:22 |
Page generated in 0.0019 seconds