Sharing is Caring : En studie om viral marknadsföring i ideella organisationer.

• Main Authors: Olsson, Jonathan, Skeppstedt, Elin
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2015
• Subjects: Viral marketing; social media; nonprofit marketing; sharing; Viral marknadsföring; sociala medier; ideell marknadsföring; delning
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-39383

The increased use of social media in recent years has attracted the attention of different kinds of nonprofit organisations. The purpose of this study is to identify a foundation for viral strategies for nonprofit organisations as well as to understand the current interactivity between the organisation and its followers in social media. Following that we have chosen the research question: In what ways can nonprofit organisations develop viral marketing in social media? The study has a qualitative research methodology with empirical findings as base. We have throughout the research process strived for an inductive nature in the study though there are deductive elements. The materials used to strengthen the study are from primary sources as well as secondary sources with the primary sources being semi-structured interviews. We have identified that the nonprofit organisations in the study have an active presence in social media yet do not fully exploit the high interactivity that social media can facilitate. Our findings also show that a viral campaign strategy is absent due to minimal resources though there is a willingness of making viral content.