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"Gör livet levande - ha en affär"

Lannerheim, Frida LU and Månsson, Lina LU (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
Konsumenters diskussioner kring produkter och tjänster, s.k. word of mouth, har fått alltmer betydelse i takt med framväxten av Internet och sociala medier. Dessa digitala verktyg har möjliggjort en större spridning av konsumenters åsikter och diskussioner, vilket kan påverka ett företags varumärke både negativt och positivt. Syftet med denna studie är att undersöka hur word of mouth skapas kring varumärket Victoria Milan, en datingsajt för otrogna, som fick stor uppmärksamhet i samband med dess lansering. För att kunna besvara vårt syfte har vi undersökt Victoria Milans och pressens roller i skapandet av word of mouth i det digitala rummet, huvudsakliga drivkrafter bakom word of mouth samt hur word of mouth:en har påverkat varumärket. Den... (More)
Konsumenters diskussioner kring produkter och tjänster, s.k. word of mouth, har fått alltmer betydelse i takt med framväxten av Internet och sociala medier. Dessa digitala verktyg har möjliggjort en större spridning av konsumenters åsikter och diskussioner, vilket kan påverka ett företags varumärke både negativt och positivt. Syftet med denna studie är att undersöka hur word of mouth skapas kring varumärket Victoria Milan, en datingsajt för otrogna, som fick stor uppmärksamhet i samband med dess lansering. För att kunna besvara vårt syfte har vi undersökt Victoria Milans och pressens roller i skapandet av word of mouth i det digitala rummet, huvudsakliga drivkrafter bakom word of mouth samt hur word of mouth:en har påverkat varumärket. Den kvalitativa studien har genomförts i det digitala rummet genom netnografi och diskursanalys, där vi funnit två riktningar inom otrohetsdiskursen och en dialektisk spänning dem emellan. Riktningarna, vilka vi benämner ”Otrohet är spännande” samt ”Otrohet är omoraliskt”, utgör grunden för analysen. Studien visar att Victoria Milan och pressen spelar olika betydande roller vid skapandet av word of mouth. Vidare pekar studien på att word of mouth kring Victoria Milan leder till ökad varumärkeskännedom för varumärket. Slutligen visar studien att de huvudsakliga drivkrafterna bakom word of mouth kring Victoria Milan kan hänvisas till företagets kontroversiella och provocerande karaktär samt den dialektiska spänning som existerar inom otrohetsdiskursen. (Less)
Abstract
Consumer discussions regarding products and services, so called word of mouth, has received increasing importance with the emergence of the Internet and social media. These digital tools have enabled a greater distribution of consumers' opinions and discussions, which can affect a company's brand both negatively and positively. The purpose of this study is to investigate how word of mouth is created around the brand Victoria Milan, a dating site for infidels, which received great attention in connection with its launch. In order to answer our purpose, we have investigated Victoria Milan´s and the press´s roles in the creation of word of mouth in the digital space, the main drivers of word of mouth and how the word of mouth has influenced... (More)
Consumer discussions regarding products and services, so called word of mouth, has received increasing importance with the emergence of the Internet and social media. These digital tools have enabled a greater distribution of consumers' opinions and discussions, which can affect a company's brand both negatively and positively. The purpose of this study is to investigate how word of mouth is created around the brand Victoria Milan, a dating site for infidels, which received great attention in connection with its launch. In order to answer our purpose, we have investigated Victoria Milan´s and the press´s roles in the creation of word of mouth in the digital space, the main drivers of word of mouth and how the word of mouth has influenced the brand. This qualitative study was carried out in the digital space through netnography and discourse analysis, where we found two directions within the discourse of infidelity, and a dialectical tension between them. The directions, which we call "Infidelity is exciting" and "Infidelity is immoral," form the basis for the analysis. The study suggests that Victoria Milan and the press play various important roles in the creation of word of mouth. Furthermore, the study indicates that word of mouth about Victoria Milan leads to increased brand awareness for the brand. Finally, the study suggests that the main drivers of word of mouth about Victoria Milan may be referred to the company's controversial and provocative character, and the dialectical tension that exists within the discourse of infidelity. (Less)
Please use this url to cite or link to this publication:
author
Lannerheim, Frida LU and Månsson, Lina LU
supervisor
organization
alternative title
En studie om skapande av word of mouth kring otrohetssajten Victoria Milan
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Word of mouth, buzz marketing, Victoria Milan, otrohet, provocerande, kontroversiell, chockerande, diskurs, infidelity, provocative, controversial, shocking, discourse
language
Swedish
id
3809004
date added to LUP
2013-06-10 17:20:26
date last changed
2014-09-04 08:36:23
@misc{3809004,
  abstract     = {Consumer discussions regarding products and services, so called word of mouth, has received increasing importance with the emergence of the Internet and social media. These digital tools have enabled a greater distribution of consumers' opinions and discussions, which can affect a company's brand both negatively and positively. The purpose of this study is to investigate how word of mouth is created around the brand Victoria Milan, a dating site for infidels, which received great attention in connection with its launch. In order to answer our purpose, we have investigated Victoria Milan´s and the press´s roles in the creation of word of mouth in the digital space, the main drivers of word of mouth and how the word of mouth has influenced the brand. This qualitative study was carried out in the digital space through netnography and discourse analysis, where we found two directions within the discourse of infidelity, and a dialectical tension between them. The directions, which we call "Infidelity is exciting" and "Infidelity is immoral," form the basis for the analysis. The study suggests that Victoria Milan and the press play various important roles in the creation of word of mouth. Furthermore, the study indicates that word of mouth about Victoria Milan leads to increased brand awareness for the brand. Finally, the study suggests that the main drivers of word of mouth about Victoria Milan may be referred to the company's controversial and provocative character, and the dialectical tension that exists within the discourse of infidelity.},
  author       = {Lannerheim, Frida and Månsson, Lina},
  keyword      = {Word of mouth,buzz marketing,Victoria Milan,otrohet,provocerande,kontroversiell,chockerande,diskurs,infidelity,provocative,controversial,shocking,discourse},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Gör livet levande - ha en affär"},
  year         = {2013},
}