Priskommunikation i Sociala Medier - En kvantitativ studie om ett kommunicerat pris eller ej skiljer sig beroende på avsändaren

Sammanfattning: The purpose of this study is to examine differences of the recipents attitude-towards-ad, attitude-towards-brand and purchase intention of a product's post on social media. This is when price is communicated and when it is not, as well as when the sender of the communication is the company itself or a friend of the recipient. The question formulation are answered with a deductive approach through a quantitative methodology where a sample of 398 respondents, representing Sweden's population, answered a questionnaire constructed by the writers. The study is designed from a previous, market research based, well-used "attitude-towards-ad" framework. The collected data is analyzed and differences in means are assessed by statistic methods. When companies communicate with price in social media, compared to when they do not, a negative effect in attitude-towards-ad, attitude-towards-brand of purchase intention was found. This effect on these variables did not exist when a good friend posted the exact same information. When companies communicate with price and if the recipient found the company credible, compared to when they did not, a positive difference was found in attitude-towards-ad and attitude-towards-brand. Companies should not communicate price in social media, while for other individuals, price communication does not matter. If companies are going to communicate price, they should target an audience that consider the brand as credible. When reviewing previous literature, it was confirmed that no similar research exists. The results in this study contribute to new knowledge in the fields of social media, price communication and role of the sender that has not been available before.