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Digitaliserad Storytelling

Dahlman, Evelina LU ; Hjalmarsson, Madeleine LU and Johansson Mellbin, Lovisa LU (2013) FEKH29 20131
Department of Business Administration
Abstract (Swedish)
Sammanfattning
Examensarbetets titel: Digitaliserad Storytelling – En fallstudie om att bygga IKEAs varumärke genom berättelser
Seminariedatum: 2013-06-05
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 högskolepoäng
Författare: Evelina Dahlman, Madeleine Hjalmarsson och Lovisa Mellbin
Handledare: Fil. Dr. Clara Gustafsson
Fem nyckelord: Storytelling, digitala medier, varumärke, emotionalitet, IKEA
Syfte: Syftet med uppsatsen, för att bidra till teorier om varumärke och storytelling, är att undersöka vad det är som gör IKEAs varumärke starkt och huruvida storytelling är en bidragande faktor till detta, samt finna svar på hur IKEA bör förhålla sig till digitala medier för att kommunicera sina berättelser.
Metod:... (More)
Sammanfattning
Examensarbetets titel: Digitaliserad Storytelling – En fallstudie om att bygga IKEAs varumärke genom berättelser
Seminariedatum: 2013-06-05
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 högskolepoäng
Författare: Evelina Dahlman, Madeleine Hjalmarsson och Lovisa Mellbin
Handledare: Fil. Dr. Clara Gustafsson
Fem nyckelord: Storytelling, digitala medier, varumärke, emotionalitet, IKEA
Syfte: Syftet med uppsatsen, för att bidra till teorier om varumärke och storytelling, är att undersöka vad det är som gör IKEAs varumärke starkt och huruvida storytelling är en bidragande faktor till detta, samt finna svar på hur IKEA bör förhålla sig till digitala medier för att kommunicera sina berättelser.
Metod: Uppsatsen är en kvalitativ studie vilken har genomförts utifrån ett hermeneutiskt förhållningssätt. Ansatsen är en kombination av deduktion och induktion. Primärdata till studien baseras på semistrukturerade kvalitativa intervjuer och fokusgrupper. Studiens sekundärdata är mestadels vetenskapliga artiklar.
Teoretiska perspektiv: Den teoretiska referensram som används i studien berör främst varumärke, storytelling, emotionell marknadsföring och digitala medier.
Empiri: Studieobjektet är IKEA och har studerats utifrån olika delar av organisationen genom nio djupintervjuer med anställda på IKEA och fokusgrupper med tretton konsumenter till IKEA.
Resultat: Studiens resultat visar att storytelling som marknadsföringsverktyg är en bidragande faktor till IKEAs varumärkesstyrka. Det visar sig att emotionella faktorer är viktigt i IKEAs kommunikation för relationsskapandet till dess intressenter. Det empiriska resultatet bidrar till en sammanfattande modell baserad på en tidigare teoretisk varumärkesmodell. Denna indikerar på vikten av yttre faktorer såsom digitala medier som IKEA bör anpassa sin kommunikation till för att bevara sitt starka varumärke. (Less)
Abstract
Abstract
Title: Digitalized Storytelling – a case study of how IKEA builds its brand through stories
Seminar date: 2013-06-05
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credit Points
Authors: Evelina Dahlman, Madeleine Hjalmarsson och Lovisa Mellbin
Advisor: Phil.dr. Clara Gustafsson
Key words: storytelling, digital media, brand, emotionality, IKEA
Purpose: The purpose of this essay, to contribute to theories of brands and storytelling, is to examine what it is about IKEA that makes it to a strong brand and to what extent the marketing concept storytelling contributes to this strength, as well as finding out how IKEA should behave regarding the digital media when... (More)
Abstract
Title: Digitalized Storytelling – a case study of how IKEA builds its brand through stories
Seminar date: 2013-06-05
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credit Points
Authors: Evelina Dahlman, Madeleine Hjalmarsson och Lovisa Mellbin
Advisor: Phil.dr. Clara Gustafsson
Key words: storytelling, digital media, brand, emotionality, IKEA
Purpose: The purpose of this essay, to contribute to theories of brands and storytelling, is to examine what it is about IKEA that makes it to a strong brand and to what extent the marketing concept storytelling contributes to this strength, as well as finding out how IKEA should behave regarding the digital media when communicating its stories.
Methodology: This qualitative study has been conducted by using a hermeneutic approach. The study is a combination of a deductive, as well as an inductive, process. The primary data to this study is based from semi-structured interviews and focus groups. The secondary data is primary scientific publications.
Theoretical perspectives: The theoretical framework in this study is primary branding, storytelling, emotive marketing and digital media.
Empirical foundation: The study object is IKEA which has been examined through nine interviews with employees from different divisions of the organization and through focus groups existing of thirteen customers to the corporation.
Conclusions: The conclusion of the study is that storytelling is an important marketing tool for IKEA and its brand building. What can be said by the result is that emotive elements are of great value for IKEA when communicating with stakeholders. The empirical foundation is contributing to a synthesis model, which is based on an earlier theoretical branding model. This synthesis model indicates the importance for IKEA of being attentive to external factors, such as digital media, in its marketing and communication to make sure to preserve its strong brand. (Less)
Please use this url to cite or link to this publication:
author
Dahlman, Evelina LU ; Hjalmarsson, Madeleine LU and Johansson Mellbin, Lovisa LU
supervisor
organization
alternative title
En fallstudie om att bygga IKEAs varumärke genom berättelser
course
FEKH29 20131
year
type
M2 - Bachelor Degree
subject
keywords
Storytelling, Digital media, Brand, Emotionality, IKEA
language
Swedish
id
3919391
date added to LUP
2013-08-06 15:37:26
date last changed
2013-08-06 15:37:26
@misc{3919391,
  abstract     = {Abstract 
Title: Digitalized Storytelling – a case study of how IKEA builds its brand through stories
Seminar date: 2013-06-05
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credit Points
Authors: Evelina Dahlman, Madeleine Hjalmarsson och Lovisa Mellbin
Advisor: Phil.dr. Clara Gustafsson
Key words: storytelling, digital media, brand, emotionality, IKEA
Purpose: The purpose of this essay, to contribute to theories of brands and storytelling, is to examine what it is about IKEA that makes it to a strong brand and to what extent the marketing concept storytelling contributes to this strength, as well as finding out how IKEA should behave regarding the digital media when communicating its stories. 
Methodology: This qualitative study has been conducted by using a hermeneutic approach. The study is a combination of a deductive, as well as an inductive, process. The primary data to this study is based from semi-structured interviews and focus groups. The secondary data is primary scientific publications. 
Theoretical perspectives: The theoretical framework in this study is primary branding, storytelling, emotive marketing and digital media.
Empirical foundation: The study object is IKEA which has been examined through nine interviews with employees from different divisions of the organization and through focus groups existing of thirteen customers to the corporation. 
Conclusions: The conclusion of the study is that storytelling is an important marketing tool for IKEA and its brand building. What can be said by the result is that emotive elements are of great value for IKEA when communicating with stakeholders. The empirical foundation is contributing to a synthesis model, which is based on an earlier theoretical branding model. This synthesis model indicates the importance for IKEA of being attentive to external factors, such as digital media, in its marketing and communication to make sure to preserve its strong brand.},
  author       = {Dahlman, Evelina and Hjalmarsson, Madeleine and Johansson Mellbin, Lovisa},
  keyword      = {Storytelling,Digital media,Brand,Emotionality,IKEA},
  language     = {swe},
  note         = {Student Paper},
  title        = {Digitaliserad Storytelling},
  year         = {2013},
}