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  • 1.
    Trolle Nordgren, Filip
    et al.
    Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
    Lagergren, Stefan
    Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
    How can the financial industry attract followers on social media: A study of what attracts young adults to social media2017Independent 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

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