Bloggen: ett effektivt marknadsföringsverktyg? : en studie om bloggen som IT-strategi

Sammanfattning: Background: The background shows that since the consumption patterns constantly are changing and the Internet usage is growing it creates more opportunities for the companies to interact through new media. There are two ways to go for companies that intend to use social media as a marketing strategy, to be in the possession of their own information or get help from a third party. Problem definition: What factors are important in the long term survival of the companies when choosing a social media? Objective: The objective of this essay is to analyze and evaluate the personal blog and the company blog as an information technology strategy. Method: The essay will have a hermeneutic and quantitative approach in the form of a survey. Theories: Consumer Behavior, The Buying Decision Process, Involvement Theory, Business Concept, Branding, Total Communication Theory, Word-of-mouth/web and Service Profit Chain. Empiric: The empiric will consist of the results from the survey. Results: The result shows that the blog is effective as an information technology strategy however the companies should adapt their choice of blog to the products that they sell. Conclusion: Important factors for companies that seek long-term survival are involvement, communication and loyalty. It is also important to use a relationship marketing approach.