När innehållet är Word-of-Mouth-smart: En innehållsanalys av svenska B2B-företags mest uppskattade Facebook-inlägg

Sammanfattning: This thesis analyzes the content and the underlying meaning of B2B companies' most appreciated Facebook posts. The theory gives the reader a description of the research made on brands and content marketing, followed by theories of relationship marketing, brand promises, brand identity and brand communities. The study utilizes an abductive approach. By using a qualitative methodology, a semiotic content analysis and by applying the hermeneutic circle, the underlying meaning behind the companies' messages can be understood. The chosen companies were Ericsson, Saab and Tetra Pak. Each company's top three Facebook posts, ranked by which had received the most attention during the second half of 2016, were analyzed. The analysis concluded four general themes that were apparent in the B2B companies' most appreciated Facebook posts: (1) to be a role model; (2) to be relatable; (3) to account for your promises and (4) to invite to the community.