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”Vad gör bibblan på Facebook?” En studie av ungdomars uppfattningar om bibliotekens marknadsföring och kommunikation i sociala medier
University of Borås, Swedish School of Library and Information Science.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
”What are libraries doing on Facebook?” A thesis on young people’s opinions about libraries using social media for communicative and marketing purposes (English)
Abstract [en]

The purpose of this study is to examine young people’s opinions about libraries using social media for communicative and marketing purposes. There are three research questions: What do young people think about libraries using social media for communicative and marketing purposes? Do they want to interact with libraries in social media and, if so, in what way? Are their opinions and their will to interact influenced by what kind of relationship they have with libraries, their reading habits, and whether or not they use libraries’ digital services? Prior research is divided into three themes: library development, marketing, and young people. The theoretical framework is made up of a combination of relationship marketing, using Evert Gummesson’s three catchwords relationships, networks, and interaction, and the engagement pyramid, as depicted by Brit Stakston. The method used in this study is a mixed mode-study consisting of ten semi-structured interviews and a web survey. The result shows that young people are not a homogenous group and should not be treated as such. There is a great difference if you look at the respondents’ answers as a whole, and when they are divided into different groups based on their relationship with libraries, their reading habits, et cetera. It also shows that young people want to participate and have real influence, not to be asked just for show. Therefore, they should be included in the planning and strategizing for libraries’ presence in social media.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2014.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2014:10
Keywords [en]
sociala medier, relationsmarknadsföring, kommunikation, användare, bibliotek 2.0
Keywords [sv]
bibliotek, ungdomar, marknadsföring
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17859Local ID: 2320/13867OAI: oai:DiVA.org:hb-17859DiVA, id: diva2:1309772
Note
Program: Magisterutbildning i strategisk information och kommunikationAvailable from: 2019-04-30 Created: 2019-04-30

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Citation style
  • apa
  • harvard1
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  • Other locale
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Output format
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