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Potentialen i att nyttja Business Intelligence i marknadsföring på sociala medier
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2017 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The social media development has made it harder for companies to understand their consumers.

Companies are using Facebook and Instagram for their digital marketing strategies in greater

extent today, but does all of them know what their campaigns on Facebook result in? Do they

have knowledge about which people that really are interested in the published content on

Instagram? This study aims to improve companies understanding about Business Intelligence

and digital marketing. By examining how Business Intelligence is used among Swedish

companies on social media platforms, like Facebook and Instagram, can the research question

”How can Swedish companies use Business Intelligence while conducting social media

marketing?” be answered.

Strategies using Business Intelligence on social media are showing through a qualitative

method using individual interviews with three Swedish companies. The interviewees are at the

forefront of the use of Business Intelligence in their digital marketing. The empirical chapter

shows, among other things, that Business Intelligence gives companies more information about

their consumers on Facebook and Instagram, which they can use to create customized content

regarding their consumers interests. Additionally the result indicate that Business Intelligence

is not as hard to use as companies think. The tools that are considered best are still free and

there already exist a lot of data about companies consumers in organizations. When companies

are understanding the importance of using the collected data from marketing campaigns it is

easier to save money through analyzes and conduct strategies based on the information. This

study shows that leaders from the younger generation have more knowledge about Business

Intelligence which will affect the digital marketing strategies in the future.

The use of Business Intelligence in social media marketing enables to create the content that

the target audience are requesting. By creating content based on the audience interest and past

engagement in marketing campaigns, companies messages can easily be understood and reach

the right people. Using Business Intelligence in conjunction with social media can lead to

reduced costs as companies will focus on the engaging content instead of using unnecessary

money and resources to create non engaging content.

Ort, förlag, år, upplaga, sidor
2017.
Nyckelord [en]
Business Intelligence, Social media, Facebook, Instagram, Data
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:hh:diva-34958OAI: oai:DiVA.org:hh-34958DiVA, id: diva2:1141291
Ämne / kurs
Företagsekonomi
Utbildningsprogram
Internationella marknadsföringsprogrammet
Handledare
Examinatorer
Tillgänglig från: 2017-09-20 Skapad: 2017-09-14 Senast uppdaterad: 2017-09-20Bibliografiskt granskad

Open Access i DiVA

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Akademin för ekonomi, teknik och naturvetenskap
Ekonomi och näringsliv

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