Nanna Dahl

Grade 12

Telenor's utilization of Facebook should be perceived as a framework of conditions wherein Telenor grapples with the challenge of engaging in a dialogue with its stakeholders to establish legitimacy with the field's cognitive, normative, and regulative institutions.

When Telenor communicates through Facebook, they confront the challenge of communication in the third paradigm. Present-day communication on Facebook enables user interaction that reshapes the communication… Vis mere

Grade 12

Telenor's utilization of Facebook should be perceived as a framework of conditions wherein Telenor grapples with the challenge of engaging in a dialogue with its stakeholders to establish legitimacy with the field's cognitive, normative, and regulative institutions.

When Telenor communicates through Facebook, they confront the challenge of communication in the third paradigm. Present-day communication on Facebook enables user interaction that reshapes the communication field for Telenor by blurring the boundaries between sender and receiver. This results in a loss of Telenor’s control over communication. The complexity of Telenor’s communication on Facebook is further compounded by various factors, such as indirect interaction and the ability of all Facebook users to communicate and meta-communicate in all conversations. This renders communication on Facebook no longer bound by the traditional conventions of time and space.

Three strategic opportunities emerge for Telenor in terms of their use of Facebook: deleting their Facebook profile, maintaining the current strategy, or developing a new Facebook strategy. However, each option presents both advantages and challenges for Telenor. Vis mindre

Grade 12

The aim of the thesis was to investigate how corporations can strategically engage in digital content marketing on social media to enhance return on investment. The underlying assumption was that digital content marketing should be perceived as a causal correlation between audience, value, and return on investment, rather than treated as separate entities.

The examination of the concept of digital content marketing was conducted through a comprehensive literature review… Vis mere

Grade 12

The aim of the thesis was to investigate how corporations can strategically engage in digital content marketing on social media to enhance return on investment. The underlying assumption was that digital content marketing should be perceived as a causal correlation between audience, value, and return on investment, rather than treated as separate entities.

The examination of the concept of digital content marketing was conducted through a comprehensive literature review. Firstly, the review helped in understanding the current state of digital content marketing as fragmented. Secondly, it revealed crucial theoretical findings, substantiating the perception of digital content marketing from the perspectives of audience, value, and return on investment.

Following this, we analyzed how the digital age and the prevalence of social media impact corporations and their strategies. This analysis highlighted that contemporary corporations operate within new technological, communicative, and marketing frameworks. Moreover, the digital age has given rise to a digitally savvy and critical audience, necessitating corporations to be mindful when engaging in digital content marketing on social media.

The literature review and analysis of the marketing landscape led to the development of four recommendations for corporations in their digital content marketing efforts on social media. These recommendations cover the areas of audience, value, return on investment, and are tailored to the digital context. Vis mindre