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How can the financial industry attract followers on social media: A study of what attracts young adults to social media
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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

Place, publisher, year, edition, pages
2017. , 64 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-31429OAI: oai:DiVA.org:miun-31429DiVA: diva2:1134234
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Note

Betyg D, 170601

Available from: 2017-08-18 Created: 2017-08-18 Last updated: 2017-08-18Bibliographically approved

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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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