Inbound Marketing och Value Co-Creation inom kultursektorn - En studie om hur kommunala kulturorganisationer i Göteborg använder sig av digitala marknadsföringsmetoder för att skapa värde med kunder

Abstract

This bachelor thesis aims to examine the effects that innovative digital marketing strategies have on Value Co-Creation in cultural organizations. Former research suggests that Value Co Creation has positive effects on customer experiences, as well as economic growth. Successful customer experiences are of especial significance when delivering cultural products and services, therefore marketers in this field should bring focus to the co-creation processes and their importance. Research also shows that for art marketing to be lucrative, there is a need for adaption of traditional economic strategies. Inbound marketing is one of these modernized strategies that can conspire to a positive transformation for businesses and increase Value Co-Creation for customers. The central theories that will be useful for this report are Value Co-Creation and Inbound Marketing. The digital marketing strategies and its effects on clients will be researched by two municipal cultural organizations in Gothenburg, Liseberg and Got Event. To be able to answer the question whether Inbound Marketing influences Value Co-Creation in cultural organizations, both a netnographic study aswell as a survey will be done.