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“Commerzbank Career”: The Facebook activities of the Commerzbank AG: A study of the intended idea and the literal outcome of personal marketing strategies on Facebook
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis examines the understanding of social media as a part of our own identity to the use of the Commerzbank AG for their personal marketing strategies. Through social media users can not only create or present themselves. Social media can even create and affect the way of thinking, living, and acting. This thesis will analyze how the Commerzbank AG is adapting their marketing strategies into new platforms, concretely how they use Facebook to recruit and attract professionals and current employees. Gaining data by conducting an interview with an expert of Commerzbank AG as well as using quantitative content analysis explores the difference between the intended idea of their Facebook activity “Commerzbank Career” and the actual outcome by the target group.

The findings point out that Facebook is an important adding for personal marketing to realize their strategies to recruit professionals and tight a good employer reputation. The Commerzbank AG offers their users a benefit to classical career pages and provide possibilities to entertain and stabilize a two-way-communication to rely the target group on its career page on Facebook and therefore on the Commerzbank AG. Users take those opportunities as long as companies do not provide too professional content on Facebook. Users do not like to receive work-related information on their private social network on Facebook.

Place, publisher, year, edition, pages
National Category
Media and Communications
URN: urn:nbn:se:su:diva-60523OAI: diva2:435530
Social and Behavioural Science, Law
Available from: 2011-11-16 Created: 2011-08-18 Last updated: 2011-11-16Bibliographically approved

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