Markedsføring på sociale medier: Det effektive valg?

Mia Bindesbøl Petersen

Student thesis: Master thesis


This master thesis revolves around companies' use of social media. Today, social media is perceived primarily as platforms where individuals can interact and share information with each other and other people's friends and family. But these platforms are also used by companies to market and promote their products. As opposed to traditional marketing, the Internet provides companies with a good opportunity for more active and creative marketing. The use of moving images, sound, and interactivity means more intense and direct impact on users and the boundary between information and advertising, entertainment and games becomes more fluid. Companies, which use these social media platforms, should pay special attention to their marketing, as with the conventional use, because this is required by law to be clear and applied with current legislation. This master thesis will discuss tree main concerns in terms of using social media through the company's marketing campaign: 1. What the Danish legislation says about marketing. 2. Which strategies are most effective for companies to use. 3. How does this apply to a concrete company? The methods I used for this thesis are from two aspects. Chapter 2 and 3 are from a more general and overall perspective, whereas chapter 3 is from a case-based storyline by using secondary data (background reports from the company) and information from the previous chapters. My recommendations for companies that use social media for marketing are that they follow the instructions from this thesis to avoid a possible conflict with the Marketing Act. The use of Facebook and other social media platforms is in itself not against the law, but lack of transparency and information, as well as lack of consent or if the requirement of unsolicited electronic contact is not respected, will, however, undermine it. It is the companies' responsibility to ensure that the ban against unsolicited communications through electronic mail is not violated. Generally, all the economic studies ended with a conclusion, which recommended the companies to interact with measurements tools. Using these tools will provide the companies with a greater opportunity to collect data on consumers. In using monitoring tools, the companies have a better chance of reaching out to relevant customers. Overall, the result was clear, social media is the most effective choice.

EducationsMSc in Commercial Law, (Graduate Programme) Final Thesis
Publication date2013
Number of pages297