As commonly known, Social Media is a rapidly growing area. Since consumers to a great extent are present in Social Media, this new internet environment is increasing in relevance for consumer marketing. For controversial brands that are regulated in conventional marketing channels Social Media is an extra ordinary marketing opportunity, since social media is a legal grey area. More and more controversial brands are taking advantage of this opportunity, but the effects of these marketing activities are fairly unknown. Therefore there is an interest in examining the controversial brands marketing progression in Social Media.

With the advent of a range of social networks, librarians all over the world have startedto ask themselves how this new technology can be used as a way to market theirlibraries. Today's information websites and search engines are difficult competitors forlibraries and information centers, and are forcing traditional information institutions tomarket themselves in new ways.Marketing theories have traditionally concerned themselves with money transactionsand marketing of specific services and/or products. Relationship marketing theories, onthe other hand, focus more on the relationship between the customer and the companythat produces the product or service. These two parties are seen as co-producers, andrelationship marketing theories tend to focus more on a win-win situation, than on thecompany gaining power of the customer. The relationship is the important thing, and thetheories concentrate to a great extent on how to nourish these relationships.This paper is a discussion about whether Facebook as a social network is a usable toolfor library marketing.

Social media provides, as many points out, new possibilities for marketing. Marketing in social media requires a two way communication, rather than the traditional marketing where the communication model is typically sender ? receiver.To create a marketing campaign that is suitable for a two way communication model has its difficulties and risks as well as its opportunities. Opportunities in the sense that the campaign can become a viral, a Word of mouth and create a Buzz, which will reach potential customers, to a bigger quantity for lower costs, with a message that will make a different impact from the types of commercial messages we are used to. Risks in the sense that the message, if not properly aimed and phrased, can be turned overnight into something that humiliates the company and possibly harm its brand.The difficulties in creating such a campaign is to create something that will catch people?s attention, discuss and forward it, while at the same time avoid getting hurt.We aim to describe the internet from a cultural context, and from that point of view explore the types of misunderstandings which often seem to happen when a corporate message is created and sent out in social media, how to avoid putting the image of a company in danger when doing this, and examine if there is ways to know how the message will be received.

This essay has a purpose of looking at Swedish independent labels in the music industry and how they communicate with their market through social networks on the internet. There have not been much research about this in the past and we hope to contribute with knowledge to the area. In mind we had the changing music industry, an evolution of the internet and viral marketing communication.To answer our research question we decided to conduct three interviews with people who worked at independent labels and had market communication as their area ofresponsibility. The three independent labels in our study were based in Sweden, except for one that is based in London, England as well as Stockholm, Sweden. We selected the independent labels based on their tendency to work with marketing communication in the social networks on the internet.

The tourism industry is a young industry in Sweden but important for the economy and a large part of the field is mountain tourism. Marketing a place is called destination marketing, which has become a huge phenomenon and an important part of efforts for promotion in the tourism industry. The entrepreneurs in the tourism industry are an important part, as these are a big part of the destination. Their marketing and communication becomes a force to reckon with in order to attract tourists to the area. The purpose of this study is to examine how entrepreneurs through destination marketing reach their target market and with the intention to identify marketing channels that the entrepreneur uses.

In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

Social marketing kampanjer syftar till att genomföra en beteendeförändring hos allmänheten genom användning av olika typer av informationskampanjer.Syftet med denna studie är att ta fram en modell med hjälp av en sammanställd litteraturgenomgång inom Social marketing och genom denna sammanställning se vad som utmärker en framgångsrik och en mindre framgångsrik Social marketing kampanj. Studien baseras på en kvalitativ undersökning. Det har genomförts en intervju med respektive representant för Rosa Bandet-kampanjen och Mustaschkampen samt en granskning av tidigare datainsamling. Kampanjerna är utformade efter liknande strategier och mål vilket gör att kampanjerna är lika när det kommer till utformningen. Trots att utformningen av de båda kampanjerna är lika har mottagningen av respektive kampanj sett väldigt olika ut.Utifrån studiens resultat kan man utläsa att Mustaschkampens utförande av kampanjen innehåller ett antal bristande val vilket har bidragit till att genomslagskraften sett olika ut för de båda kampanjerna.

This bachelor thesis in tourism studies focuses on people's use of social media related to travel. The paper aims to provide a wider knowledge of tourist?s propensity to display destinations through social media and how they perceive others that display travelling. This is put in relation to the term of social status in order to find out if there is a possible link. The intention was to provide an insight into the phenomenon to contribute new awareness that destinations can exploit in their marketing.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

The purpose of this study is to highlight the opportunities of using social media as a communicative tool to attract and engage customers on different social media platforms. In recent years social media has become an important way for business to communicate with people both national and global. The idea behind this thesis was found when we saw different approaches of how companies used social media as a marketing tool. Through a qualitative approach we did eight interviews with six different companies and two social media consults which have given us a basis of what companies really want to achieve with social media. With these interviews we were able to analyze and discuss the abilities to interact with people and how companies distribute content that engage users and increase their credibility to the company..

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

This paper is about our collective fascination for the social medium Instagram, and our lively discussions about why certain images may be more so-called "Liked" than others and why some individuals becomes more successfull on Instagram than others. Thanks to our own daily use of Instagram, the idea was born to study and look at how some individuals build their brand through this social medium. With social media new ways to construct and communicate images have appeared. Artists, celebrities and companies use media as a channel for communication and marketing. In our study, we focus on the use of Instagram for marketing purposes by Rachel Brathen, one of the worlds most well-known yogainstructors.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

In our thesis we investigate how public libraries are working with external marketing via social media. The study aims to found out what the reasons are and how public libraries are using social media to market themselves. Furthermore, how they evaluate the success of these marketing efforts. We limit ourselves to public libraries and its staff. The theory that we have chosen to use to analyze our data is the marketing mix of the 4 P'S (product, place, price and promotion), but we have replaced the ?price? with ?staff? because ?staff? is more relevant for library management.

- ABSTRACT ?Title: Winners of the Web ( Webbens vinnare)Number of pages: 35 (including enclosures)Author: Lydia KellamTutor: Else NygrenCourse: Media and Communication Studies CPeriod: Fall Semester 2006University: Division of Media and Communication, Department of Information SciencePurpose: The aim of the research paper was to see Internet and the digital techniques impact on marketing communication and consuming behavior on the Web. By understanding the relationship between marketing communication and consumer behavior my intentions were to comprehend how consumer behavior on the web could be understand. The purpose of this paper is to understand how different marketing activities on the Internet are followed by consumption.Material/Method: By using focus group interviews I wanted to study how individuals act on the Internet. How different activities such as communication and participation on the web could lead to consumption on the Internet.