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  • 1.
    Linder, Ida
    et al.
    Örebro University, Swedish Business School at Örebro University.
    Lööw, Carolyn
    Örebro University, Swedish Business School at Örebro University.
     Bloggar som relationsskapande marknadsföringsmedium:  En jämförande studie av CarlssonKarlsson.blogg.se och cultdesign.blogg.se2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    PurposeThe purpose with this essay is to examine how blogs can be used by companies to gain and strengthen the relationship between companies and customers. Two company blogs created in different ways and for different purposes, has been studied.

    The essay is a case study and the companies that are studied are Carlsson Interior and Cult Design. The scientific questions to be answered in this essay are as followed: How can a blog be used within marketing to create and strengthen the relationship between companies and customers? How is Carlsson Interior using its blog to create a clientele? In which way do the blogs of Carlsson Interior and Cult Design differ from each other?

    MethodThe essay is based on a qualitative approach for enabling a deeper understanding of blogs as a marketing tool, used to strengthen relationships between companies and customers. Our theoretical frame of reference is based on a deductive scientific approach of the empirical data. The empirical material has been collected through an extensive study in literature and through an interview of the person in charge of Carlsson Interior, the case company. Then, we reached the conclusions by analysing the theoretical and empirical material in relation to each other.

    ConclusionThe blog can be a powerful tool to create and strengthen the relationship between companies and customers due to its personal approach. However, it is important that the blog is designed in a way that makes it as useful as possible, and which facilitates the reading of it.

    This is also important if the intended interaction should be as effective as possible. Through interaction between customer and company, the customer is provided with interesting information about the company in a more casual way than any other medium offers. The company in its turn can learn about what the customer expects and demands, which is important in the process of developing the company. Furthermore, the blog is also providing a social network on the Internet that works as a channel of viral marketing. This opens possibilities for the company to reach out to a large number of people.

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