Att gilla eller inte gilla, det är frågan :  Hur användare förhåller sig till sidor på Facebook

Sammanfattning: The development of the Internet has led to a new platform for Web pages, Web 2.0. An interactive environment where users generate content. Facebook, which is one of the most popular social media sites, has opened up new opportunities for companies to communicate directly with individuals. Facebook has encouraged this by offering the technology and the possibility by developing the feature pages.The purpose of this study was to examine how Swedish Facebook users relate to company's presence on Facebook through pages. The study also intended to find out how Swedish Facebook users think that companies should behave on their Facebook page. We have examined the awareness, the attitudes and the expectations that Facebook users have toward pages, and how the users utilize pages.The study was conducted by method triangulation: a survey based on 728 Swedish Facebook users, and four additional interviews. The study has public relations and Customer Relationship Management as theoretical framework.Our results show that the awareness of pages is high amongst the respondents. It also shows that they understand the meaning of pages, they explain the concept in the same way as Facebook does. The general attitude to pages is positive among the respondents, still there are many who does not like pages. It also appears that the reason that respondents like pages, or not like, are often related to how they want to present their own self-image. And also because they actually appreciate the company. It is important for the respondents that the companies keep users updated through their pages. It also emerged that many of the respondents use pages passively, meaning that they read about updates through their newsfeed instead of actively going into the pages. The study also shows that the respondents ask for two-way communication on pages, but they are not willing to take the initiative themselves.