Samenvatting

The technological change during the last years changed the way of working in many industries. The use of online marketing became more important because many people can be reached effectively, independent of the place and time of destination. Sweden is a developed and forward-looking country where 96% of the population uses online communication platforms and social media, which shows a high potential for online marketing for Swedish companies. The research was made to determine how online marketing can be more effective for Swedish stallion stud farms. The Swedish stallion stud farms have quite traditional marketing tools like stallion catalogues on paper, live stallion shows, and breeding advice in face-to-face conservations. It was unknown if Swedish breeders are available for online marketing or if they want to get the information online. The main question of the research was: ‘How can online marketing become more effective for Swedish stallion stud farms?’