Upplevd marknadskommunikation och relation genom sociala medier

Sammanfattning: The purpose is to gain a deeper understanding concerning the changes tocommunication and how these changes are perceived from customers and retail companies.Furthermore the intention is to see if these experiences affect the relationship between customer and company through Facebook. This study is based on a combination of quantitative and qualitative approach.Data has been collected with surveys and interviews from two Swedish retail companies and 17 of their customers also participated. The result is based upon the answers from only two Swedish retailcompanies and their customers. Because of the few components involved the findings cannotbe generalized. The findings are that both companies and customers agree regarding the importanceof a company Facebookpage. They also believe the significance of a company beingconstantly active as well. Though they disagree about the main purpose with the company Facebookpage since the customers and companies’ expectations differ. Both parties believethat the company Facebookpage has the possibility to improve the relation however it seemsto depend on personal experiences and opinions when applying to reality-cases.