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I ett förhållande med Ving: En studie i relationsbyggande interaktion på Facebook
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: Social media is a global phenomenon that has developed from an opportunity of contact between people, into a platform for contact between organizations and people. This essay aims to investigate the public relation strategies of one organization on a popular social network.The main question that this study aims to answer is how the travel agency Ving chooses to create and preserve relationships to the public on Facebook in order to maintain a good reputation. Asub-question explores whether any patterns exist in Ving’s approach of interaction with its stakeholders.

Method/Material: This study consists of a quantitative content analysis in which the interaction between the organization and the audience has been studied. Posts published by the public as well as replications from Ving have been categorized and then analyzed using two analytical models. The collected material consists of 513 posts published by the public and 457 answers published by Ving. The 56 posts that remained unanswered by Ving were also categorized and analyzed.

Main results: One of the main findings of this study shows that Ving has a high frequency of responding to to their publics on their Facebook page. 89 % of the published posts have been responded by Ving with an informative answer and an answer that calls for further contact,suggesting that a will of Ving to interact with its followers and create a long-lasting and sustainable relationships will lead Ving to good relations among the followers. Good relationships creates a good reputation.

Place, publisher, year, edition, pages
2014. , 43 p.
Keyword [en]
Ving, PR, corporate reputation, Facebook, Relationship
Keyword [sv]
Ving, PR, anseende, Facebook, relationer
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-217848OAI: oai:DiVA.org:uu-217848DiVA: diva2:693881
Available from: 2014-02-06 Created: 2014-02-05 Last updated: 2014-02-06Bibliographically approved

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I ett förhållande med Ving(606 kB)244 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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Output format
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