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Importance of communication strategies in online communities. Case study - Sounders

Colangelo, Simone LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract
Although online communities are numerous on social media platforms like Facebook, the communication strategies can be very different. The current research analyses a single case study and its online community.
Sounders is an Italian start-up focused on creating a recognized and academic path for whoever wants to undertake a DJ career. Moreover, by sharing values such as sharing and willingness, Sounders aims to be a movement able to change the current music scenario. Finally, Sounders based its existence on the relationship created with its members through a marketing approach named community marketing and a communication strategy called the two-way symmetrical communication model.
The purpose of the thesis is to understand if... (More)
Although online communities are numerous on social media platforms like Facebook, the communication strategies can be very different. The current research analyses a single case study and its online community.
Sounders is an Italian start-up focused on creating a recognized and academic path for whoever wants to undertake a DJ career. Moreover, by sharing values such as sharing and willingness, Sounders aims to be a movement able to change the current music scenario. Finally, Sounders based its existence on the relationship created with its members through a marketing approach named community marketing and a communication strategy called the two-way symmetrical communication model.
The purpose of the thesis is to understand if relationships can be considered a key factor for the success of a business. Furthermore, it aims to deepen the knowledge about the perception of a target toward a brand like Sounders. To address these purposes qualitative study with the target of Sounders was conducted. The thesis uses social exchange theory (SET) and self-determination theory (SDT) to analyze the collected data. The analysis shows that participants of the interviews were satisfied with the experience gained with Sounders so far. Horizontal communities did not exist. The latter leads the participants to see the current communication model as a fundamental element for the success of Sounders, in contrast with their background. Further, the analysis shows a positive perception of interviewees toward Sounders and its online community, which seems to be a strength of the Italian start-up.
The analysis could lead to thinking that a successful model is born. However, it seems arduous to copy due to the intangible resources utilized by Sounders. (Less)
Please use this url to cite or link to this publication:
author
Colangelo, Simone LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
strategic brand communication, online communities, strategic communication, Sounders, self-determination theory, social exchange theory
language
English
id
9086448
date added to LUP
2022-06-27 14:28:52
date last changed
2022-06-27 14:28:52
@misc{9086448,
  abstract     = {{Although online communities are numerous on social media platforms like Facebook, the communication strategies can be very different. The current research analyses a single case study and its online community.
Sounders is an Italian start-up focused on creating a recognized and academic path for whoever wants to undertake a DJ career. Moreover, by sharing values such as sharing and willingness, Sounders aims to be a movement able to change the current music scenario. Finally, Sounders based its existence on the relationship created with its members through a marketing approach named community marketing and a communication strategy called the two-way symmetrical communication model.
The purpose of the thesis is to understand if relationships can be considered a key factor for the success of a business. Furthermore, it aims to deepen the knowledge about the perception of a target toward a brand like Sounders. To address these purposes qualitative study with the target of Sounders was conducted. The thesis uses social exchange theory (SET) and self-determination theory (SDT) to analyze the collected data. The analysis shows that participants of the interviews were satisfied with the experience gained with Sounders so far. Horizontal communities did not exist. The latter leads the participants to see the current communication model as a fundamental element for the success of Sounders, in contrast with their background. Further, the analysis shows a positive perception of interviewees toward Sounders and its online community, which seems to be a strength of the Italian start-up.
The analysis could lead to thinking that a successful model is born. However, it seems arduous to copy due to the intangible resources utilized by Sounders.}},
  author       = {{Colangelo, Simone}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Importance of communication strategies in online communities. Case study - Sounders}},
  year         = {{2022}},
}