Vem är bäst på Twitter?: En analys av Handelsbanken, Systembolaget, och Vings användande av Twitter
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Who is best at Twitter? : An analysis of Handelsbanken, Systembolaget, and Ving's use of Twitter (English)
The purpose of this essay is to determine which of these following companies: Handelsbanken, Systembolaget, and Ving, is best at Twitter. The results are based on how well the companies communicate with their customers on the social network. The companies' communication was examined through three perspectives: communication behavior, communication frequency, and communication time.
The analysis model was developed using mainly SERVQUAL and Lady Geeks EQ, these are also the main theories that have been used to interpret the results of the study. Different quantitative data analysis methods have been used to collect data. A content analysis was used to examine the content of the companies tweets by using variable values that indicate different types of behavior. A quantitative content analysis was used to examine communication frequency i.e. how frequently the companies respond to their customers. The quantitative content analysis was used again to determine the communication time - how much time it takes the companies to respond to customers.
The results of the study show that Ving is best at communicating with customers on Twitter, Handelsbanken came in second place, and Systembolaget finished third. Ving scored top marks in all three perspectives while Systembolaget got the second highest mark in communication behavior. Handelsbanken scored much higher in both communication frequency and communication time and thus was able to surpass Systembolaget.
The aim of this research is to contribute to helping companies better understand how they should conduct and position themselves on social media and in what manner they should interact with their customers.
Place, publisher, year, edition, pages
Media and Communications
IdentifiersURN: urn:nbn:se:uu:diva-276253OAI: oai:DiVA.org:uu-276253DiVA: diva2:902046
Subject / course
Media and Communication Studies