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How can the financial industry attract followers on social media: A study of what attracts young adults to social media
Mittuniversitetet, Fakulteten för humanvetenskap, Avdelningen för ekonomivetenskap och juridik.
Mittuniversitetet, Fakulteten för humanvetenskap, Avdelningen för ekonomivetenskap och juridik.
2017 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Through social media advancement, research on strategies for financial firms to attract young adults still has many research gaps. Factors such as trust, celebrities and risk have not had much attention in previous research. By analyzing the behavior of banks, young adults' opinions and previous research, this study tries to highlight the actions that financial firms can take into account, in the process of attracting young adults to their social media channels. Thereby also remain competitive in an increasingly important technological world. To achieve this, two focus groups have been conducted with university students in Sundsvall, as well as interviews with two social media department managers at a Swedish bank. The study showed that there were both similarities and differences in how the bank worked, and how the participants wanted banks to act on social media. Despite this, there is a clear picture from the participants' viewpoint of implementing more knowledge sharing and education in the banks' social media channels. Future research is therefore encouraged to investigate and analyze posts on social media to gain an understanding of what is popular and what attract followers, as well as to see whoever likes what in aspects such as age and gende

sted, utgiver, år, opplag, sider
2017. , s. 64
HSV kategori
Identifikatorer
URN: urn:nbn:se:miun:diva-31429OAI: oai:DiVA.org:miun-31429DiVA, id: diva2:1134234
Fag / kurs
Business Administration FE1
Utdanningsprogram
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Veileder
Examiner
Merknad

Betyg D, 170601

Tilgjengelig fra: 2017-08-18 Laget: 2017-08-18 Sist oppdatert: 2017-08-18bibliografisk kontrollert

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