A revolution in communication has occurred in which interactive media and interactive marketing has grown even larger (Carlsson och Facht, 2010). Interactive marketing has opened a new opportunity for companies and customers to communicate in a completely different way and a two-way communicative dialogue can be created. But how should companies adjust to this new means of communication when it comes to creating their marketing messages? This paper intend to make a comparison between the former one-way communication marketing with focus on newspaper advertisements, and the new two-way communication marketing with focus on Facebook-pages, concerning experienced credibility.
The main question of the paper is "How should companies act on Facebook-pages and in newspaper advertisements for the recipient to perceive the messages as credible?". To determine this, both quantitative and qualitative methods were used. Interviews with companies were done as well as surveys and focus groups with receivers. Based on these, guidelines were formed that gave suggestions for how companies should create their marketing messages for each of the two platforms. Both the companies and receivers of the messages were determined that more personal messages was desirable on Facebook, and that interaction in most cases has a positive effect on the credibility. Despite this, newspaper advertisement is perceived as generally more credible than Facebook-pages. What this may be due, and much more can be read about in this paper.