The transition from web 1.0 to web 2.0 technologies has altered the way in which your everyday person can access the internet. Instead of being passive recipients of information, people can now, through social media, interact directly with organizations as well as peers and people of whom they have never met in real life. A Danish study shows that an increasing amount of Danish companies are embracing social media, but it also shows that few of these have a strategy in place as to how they should use said media. Furthermore, a large amount of these companies only dedicate five hours, or below, a week to maintain their presence, which is contradictory to the fact that 80 % of these companies wish to use social media in order to improve dialogue with customers. This thesis seeks to investigate whether social media has any influence on online marketing and whether this influence has changed the epistemology of online marketing. If it has an influence, whether this changes organizational approaches to online marketing and what, if any, influence this has given recipients and if this changes the premises for organizational marketing schemes on social media platforms. Theory within the fields of communication, marketing and organizational theory are discussed and analyzed together with data collected from interviews with Danish social media experts as well as case examples. The thesis therefore uses Yin’s case study method as a means to create valid data as well as triangulation, as the theory, interviews and case examples serve as independent sources and thereby create a pattern making process. Through the analysis, sub-‐conclusions are proposed. These are discussed in the conclusion of the thesis in relation to the research questions and through this discussion, it is underlined that social media has indeed influenced online marketing and changed its epistemology, as people are now able to provide instant feedback that is visible to all users. Organizations should therefore consider what they post and how they interact with followers. They need to make sure that they allocate enough resources to this media since followers expect feedback. Furthermore, the fact that users can now give public visible feedback has been beneficial in relation to the power relationship between organizations and people. The premises for online marketing, due to sociale media, have therefore been changed.
|Uddannelser||Cand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling|