As a result of technological advancements, the Internet has developed into one of the most important communication channels in the modern societies in the western world. Both individuals and businesses have had to alter the way they interact and communicate in order to exploit the great potential and benefits that lie in the media. The schools were among the first to incorporate it in their daily operations, and students have as a consequence been among the first to adopt and make use of the Internet. Seniors have not grown up with it, and many have not, or only to a limited extent, been introduced to it, and have therefore had to put in a great effort to familiarise themselves with it to realise the benefits. This paper takes its point of departure in the Danish classical music magazine, Klassisk. The magazine faces limited resources, why the online communication channels represent the ideal tool, due to its cost saving nature. Seniors make up the majority of the readership, and to create a stronger brand and stronger relationships, this explorative and conclusive research seeks to investigate the factors influencing the individual in its approach to, and usage of the Internet and online communication. Expert interviews and a thorough literature review revealed five central factors: technology acceptance, online interaction readiness, personal values, motivation and branding. These factors where investigated and tested through an online questionnaire. Results indicated that the scope of Internet usage was similar between the younger generation and the seniors. Online communication in a public forum was however performed to a smaller extent among seniors compared to the younger generation. The only other factors found to influence willingness to communicating online was perceived benefits and hedonic motivation. We found no clear link between good online communication and brand value. The last results were found in the context of Klassisk’s current online activities, which are very limited and further research on this matter is thus necessary. Preferably through a comparative study of online activities performed in the context of different brands. It is recommended that Klassisk establish a well-functioning online media platform in order to create a better dialogue with existing readers, and as a result stronger consumer-brand relationships. Furthermore the magazine should start targeting the younger segment, since a big unrealised potential lies here. The key issue for Klassisk to fully realise the potential that lies within online communication, is to make the readers recognise the benefits of this type of communication.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|