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Syns vi inte på sociala medier, så finns vi inte: En fallstudie av bloggen Resfredag och hur kommuner arbetar med influencers som en del av platsmarknadsföringen.
Linköping University, Department for Studies of Social Change and Culture, History and Media Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
If we are not visible on social media, we do not exist : A case study of the blog Resfredag and how municipalities use influencers as a part of place marketing. (English)
Abstract [en]

The purpose of this study is to investigate how municipalities can work with place marketing through the use of social media and influencers. This has been explored through a case study of the blog Resfredagand the blog’s thematic series Svenska pärlor, a collaborative marketing initiative initiated by the municipalities of: Borås, Karlstad Karlskrona, Marstrand, Nynäshamn, Skaftö/ Lysekil, Söderköping, Skara, Tjörn, Strömstad, Östersund and Umeå. The study has been carried out through nine semi-structured interviews with key sources representing the municipalities who have an entry posted to the blog, but also with Annika Myhre who runs the blog Resfredag.

The result of the study showed that the similarities and differences between the municipalities work with place marketing can be viewed through the themes of: the changed role of the tourism organizations, target markets and groups, as well as digital presence. The municipalities´ collaborations with the blog Resfredagcould also be answered through the themes of: selling an idea, daring to make an attempt and paid/non- paid collaboration. Finally, the possibilities and problems of influencer collaborations were described through the themes of: credibility, cooperation and difficulties to measure. The different themes have created the understanding that municipalities tourism organizations are increasingly becoming tourism actors in a more and more digitalized market.

Place, publisher, year, edition, pages
2018. , p. 62
Keywords [en]
Municipalities, Tourism organizations, Place marketing, Influencer marketing, Social media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:liu:diva-154381OAI: oai:DiVA.org:liu-154381DiVA, id: diva2:1287215
Subject / course
Media and Communication Studies 3
Available from: 2019-02-18 Created: 2019-02-08 Last updated: 2019-02-18Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf