Sociala medier i företags internationella varumärkesarbete : En kvalitativ fallstudie om varumärkesbyggnad på internationella marknader

Sammanfattning

Title: Social Media in Companies’ International Branding: A Qualitative Case Study of Brand Building in International markets Date: 2026-05-19 Level: Bachelor thesis in Business Administration, 15 credits Authors: Klara Brinkhammar and Hana Kadiric Supervisors: Svante Andersson och Jean-Charles LanguilaireExaminer: Olga Rauhut Kompaniets Keywords: Social media, international marketing, brand identity, brand image, brand building, standardization, adaptation Problem formulation: How does an internationally active company strategically work with social media to spread its brand and influence brand image in international markets? Purpose: The purpose of the study is to analyze how an internationally active company strategically works with social media in practice to spread its brand and influence brand image in international markets. Theoretical framework: The theoretical framework is based on brand identity, brand image, social media, the POE model, social media resources, and international standardization and adaptation. Method: The study applies a qualitative research approach and a case study design. The empirical material was collected through semi-structured interviews and analyzed thematically in relation to the theoretical framework. Conclusion: The study shows that social media functions as a central tool in companies' international branding. The findings indicate that the case company uses social media to communicate a consistent brand identity, create recognition and build relationships with international target groups. At the same time, the findings show that adaptation to local markets is important for making content relevant to different audiences. Thus, the case company´s international branding through social media is characterized by a balance between standardization and local adaptation.