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Exploring Social Media Marketing
Towards a Richer Understanding of Social Media
in Postmodernity
Monika Garnyte and Ana de Ávila Pérez
Thesis supervisor: Lars Haahr
MA in Corporate Communication
1st December 2009
Aarhus School of Business, University of Aarhus
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

Exploring Social Media Marketing: Towards a Richer Understanding of Social Media in Postmodernity Monika Garnyte and Ana de Ávila Pérez

Acknowledgements
The authors of this thesis would like to thank their supervisor, Lars Haahr, for his guidance and valuable advice throughout the development of this paper. Their appreciation also goes to Nikolaj H. Keldorff, project manager at ASB Media, who kindly participated in the research conducted for this study.

Many thanks also go to Juan Trujillo and Huda Shalhoub, who have taken the time and trouble to alert us to errors in the text; to Bruno Serrano, who helped us with his IT skills in numerous occasions; to Joao Almeida, who attempted to arrange an interview between the researchers and one of the analysed companies; and to Kristina Piskarskaite and Laura Bernataviciute for all their suggestions and comments.

Special thanks go to the application Skype, which has supported the communication between the authors of this thesis in the distance; as well as to Google for Gmail, Gtalk, and GoogleDocs, which contribute it to the daily exchange of ideas. Technology and the aforementioned Internet-based communication tools, enabled the authors to conduct this research while living in different countries. Without them, this study would have never been possible.

Finally, the researchers would like to thank their closest friends and their families for all their support, patience and encouragement.

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Exploring Social Media Marketing: Towards a Richer Understanding of Social Media in Postmodernity Monika Garnyte and Ana de Ávila Pérez

Table of Contents:
Abstract ................................................................................................................................................7  The Authorship of the sections.............................................................................................................9  INTRODUCTION ..............................................................................................................................10  1. 

Methodology ..............................................................................................................................13  1.1. 

Scientific paradigm: Social Constructivism .......................................................................13 

1.1.1. 

Research Approach ....................................................................................................15 

1.1.2. 

Research Methodology ...............................................................................................16 

1.1.2.1.  Cases 1 and 2: Nike+ community and The Lost Experience .................................16  1.1.2.2.  Case 3: Aarhus School of Business (ASB) ............................................................21  1.2. 

Thesis Structure ..................................................................................................................24 

1.3. 

Literature and Theoretical Application ..............................................................................27 

1.4. 

Limitations .........................................................................................................................28 

2. LITERATURE REVIEW ...............................................................................................................30  2.1. 

Postmodern marketing........................................................................................................30 

2.1.1. 

Short introduction to postmodernity...
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