WEBBENS VINNARE : - en studie om kommunikation och konsumtion på Internet

- ABSTRACT – Title: Winners of the Web ( Webbens vinnare) Number of pages: 35 (including enclosures) Author: Lydia Kellam Tutor: Else Nygren Course: Media and Communication Studies C Period: Fall Semester 2006 University: Division of Media and Communication, Department of Information Science Purpose: The aim of the research paper was to see Internet and the digital techniques impact on marketing communication and consuming behavior on the Web. By understanding the relationship between marketing communication and consumer behavior my intentions were to comprehend how consumer behavior on the web could be understand. The purpose of this paper is to understand how different marketing activities on the Internet are followed by consumption. Material/Method: By using focus group interviews I wanted to study how individuals act on the Internet. How different activities such as communication and participation on the web could lead to consumption on the Internet. As a method, focus group interviews capture the social interactions and participants affect each other. The social effect, in particularly, gained the results and the analysis of this paper. Main Result: Consumer on the Internet experience that commercial messages on the Web are overloaded, and use consumer powered sites an alternative. Consumer driven websites increases and so is the influence of the consumer,since users on the web reject the commercial messages, a strategy where the interaction between companies and consumer is supportive for both parties is demanded. There fore a more individual aim on the marketing communication on the Internet is required. For example commercial messages that are directed to a specific consumer, and that relate to the interactive possibilities on the Web. Keywords: Internet, New Media, Web 2.0, Marketing Communication, Computer Mediated Communication, Consumer behavior, Social Interactions, Digital marketing, Digital consumption