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Potentialen i att nyttja Business Intelligence i marknadsföring på sociala medier
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Business Intelligence, Social media, Facebook, Instagram, Data
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-34958OAI: oai:DiVA.org:hh-34958DiVA: diva2:1141291
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-09-20 Created: 2017-09-14 Last updated: 2017-09-20Bibliographically approved

Open Access in DiVA

fulltext(786 kB)44 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf