En kvalitativ studie om hur företag använder content marketing för att skapa lojala kunder
Sammanfattning: Abstract Titel: Content Marketing - A study of how companies work with content marketing to create loyal customers Authors: Emma Persson and Jennifer Sirén Supervisor: Navid Ghannad Examiner: Hélène Laurell Level: Bachelor Thesis in Business Administration, focusing on International Marketing (15 ECTS), Spring-2016 Keywords: Content marketing, storytelling, customer loyalty, relationship marketing Purpose: The purpose of the study is to gain a better understanding of how businesses use content marketing to create loyal customers. Frame of References: This section begins with storytelling and content marketing, followed by relationship marketing and customer loyalty. Method: The thesis is a qualitative method with a deductive approach which includes three cases with interviews. All companies has knowledge and working actively in the area. Empirical Data: In this part the results of the interviews with the three case studies are presented. Conclusion: In this study, the authors concluded that all the investigated case companies use content marketing to a greater extent in order to maintain loyalty among its already existing customers
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