Från buzzword till sanning?
From buzzword to truth?
Summary, in English
Seminar date: 2014-06-05
Course: FEKH29, Bahelor Thesis in Business Administration, specialization in marketing,
Undergraduate level, 15ECTS
Authors: Jeanna Lundberg and Julia Undin
Advisor: Jon Bertilsson
Key words: buzzword, fad, the Swedish advertising business, content marketing, attachment
Purpose: Improving prior knowledge of how advertising agencies in Sweden handles and relate to buzzwords and fads. What factors influence whether a buzzword takes hold.
Methodology: This qualitative research paper is written with an abductive approach which culminates in a quote-driven analysis. To analyze the material we have used a hermeneutic method of analysis and the empirical data mainly consists of semi-structured interviews.
Theoretical perspectives: : We have designed our theoretical lens based on three main categories; "Elements", "Management and Approaches" and finally "Diffusion and imitation."
Empirical foundation: The empirical data consists of semi-structured interviews with people with different professional roles within the Swedish advertising business.
Conclusions: : There is a difference between buzzword as a concept and buzzword as a phenomenom. There is some skepticism about the use of buzzwords, however they are useful to increase sales. Factors affecting whether a buzzword takes hold include a common and unambiguous definition, how important the buzzword is for business and the general perception of the industry.
- Business and Economics
- svenska reklambranschen
- content marketing
- the Swedish advertising business
- Jon Bertilsson (The Way Brands Work: Consumers' understanding of the creation and usage of brands)