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Social media marketing in the wellness industry
University West, Department of Economics and IT, Divison of Informatics. (LINA)
Linnéuniversitetet.
2013 (English)In: Toulon-Verona Conference XVI. USB-minne, 2013Conference paper (Refereed)
Abstract [en]

The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry. This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose has been to investigate the use of social media marketing in the wellness industry. Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish SPA-hotels. The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach. As a result dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing, and a comprehensive framework is proposed. The findings should be useful for the scientific understanding of the effects of social media in marketing as well as for companies wanting to communicate in a better way in these new media.

Place, publisher, year, edition, pages
2013.
Keyword [en]
social media, wellness, SPA-hotels, service quality, marketing communication, service dominant logic of marketing, WIL, Work-integrated learning
Keyword [sv]
AIL
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; SOCIAL SCIENCE, Business administration; Work Integrated Learning
Identifiers
URN: urn:nbn:se:hv:diva-5831ISBN: 978890432736 OAI: oai:DiVA.org:hv-5831DiVA: diva2:682313
Conference
16th Toulon-Verona Conference “Excellence in Services” 29 – 30 August 2013, Ljubljana - Slovenia
Funder
Knowledge Foundation
Available from: 2013-12-27 Created: 2013-12-27 Last updated: 2015-02-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf