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"Vad vore en podcast utan snacket efteråt?" - En studie om hur en intern kultur skapar tillhörighet i en varumärkesgemenskap

Östberg, Saga LU and Andersson, Emelie LU (2014) SKOK01 20141
Department of Strategic Communication
Abstract (Swedish)
Tillhörighet i en virtuell varumärkesgemenskap
En ny medieekologi har växt fram med tekniska, kulturella och sociala förändringar som har skapat nya villkor, där konsumenternas deltagande har fått en central roll för företag och dess varumärkesbyggande. Syftet med vår studie är, att med Alex & Sigges podcasts varumärkesgemenskap som utgångspunkt, få en ökad förståelse för konsumentens nya aktiva roll i en social kontext. Genom att analysera hur tillhörighet i en intern kultur skapas inom en gemenskap vill vi bidra till insikt om hur företag kan arbeta med sin strategiska kommunikation utifrån konsumentens villkor. En netnografisk studie med kompletterade kvalitativa intervjuer har använts som metod i vår studie där vårt resultat visar att... (More)
Tillhörighet i en virtuell varumärkesgemenskap
En ny medieekologi har växt fram med tekniska, kulturella och sociala förändringar som har skapat nya villkor, där konsumenternas deltagande har fått en central roll för företag och dess varumärkesbyggande. Syftet med vår studie är, att med Alex & Sigges podcasts varumärkesgemenskap som utgångspunkt, få en ökad förståelse för konsumentens nya aktiva roll i en social kontext. Genom att analysera hur tillhörighet i en intern kultur skapas inom en gemenskap vill vi bidra till insikt om hur företag kan arbeta med sin strategiska kommunikation utifrån konsumentens villkor. En netnografisk studie med kompletterade kvalitativa intervjuer har använts som metod i vår studie där vårt resultat visar att varumärkesgemenskaper som plattform kan utveckla en intern kultur och därigenom skapa en stark tillhörighet. Detta sker när konsumenterna samlas kring gemensamma ritualer och handlingar där engagemang skapas och uttrycks genom varumärkesberättelser och användargenererat innehåll. Utifrån tillhörigheten sker ett samproducerat värdeskapande konsumenterna emellan, vilket leder till lojala konsumenter och ett förstärkt varumärkesvärde. (Less)
Abstract
A sense of belonging in an online brand community
A new media ecology has evolved with technological, cultural and social changes that have created new conditions, where consumer participation has been given a central role in the company and its branding. The purpose of this study is to in-crease knowledge about the active role of the consumer in a social context in a brand community. Our chosen case study is “Alex & Sigges Podcast” and their online brand community on Facebook. By analyzing how membership in an inter-nal culture created within a community, we want to contribute to the knowledge of how businesses can work with their strategic communication based on the con-sumer's terms. A netnographic study supplemented by qualitative... (More)
A sense of belonging in an online brand community
A new media ecology has evolved with technological, cultural and social changes that have created new conditions, where consumer participation has been given a central role in the company and its branding. The purpose of this study is to in-crease knowledge about the active role of the consumer in a social context in a brand community. Our chosen case study is “Alex & Sigges Podcast” and their online brand community on Facebook. By analyzing how membership in an inter-nal culture created within a community, we want to contribute to the knowledge of how businesses can work with their strategic communication based on the con-sumer's terms. A netnographic study supplemented by qualitative interviews was used as a method in our study. The results of our research shows that brand com-munities as a platform can develop an internal culture and thereby creating a strong sense of belonging. This occurs when consumers gather around common rituals and actions where commitment is created and expressed through storytelling and user generated content. A co-produced value is created between consumers, based on the sense of belonging, which results in loyal consumers and a stronger brand. (Less)
Please use this url to cite or link to this publication:
author
Östberg, Saga LU and Andersson, Emelie LU
supervisor
organization
course
SKOK01 20141
year
type
M2 - Bachelor Degree
subject
keywords
Podcast, Medieekologi, Time Shift, Användargenererat innehåll, Samskapande Värde, Berättelser, Samproduktion, Virtuell Varumärkesgemenskap, Gemenskap, Kultur, Konsumtionskulturteori
language
Swedish
id
4459644
date added to LUP
2014-06-09 08:48:18
date last changed
2014-09-04 08:36:22
@misc{4459644,
  abstract     = {{A sense of belonging in an online brand community
A new media ecology has evolved with technological, cultural and social changes that have created new conditions, where consumer participation has been given a central role in the company and its branding. The purpose of this study is to in-crease knowledge about the active role of the consumer in a social context in a brand community. Our chosen case study is “Alex & Sigges Podcast” and their online brand community on Facebook. By analyzing how membership in an inter-nal culture created within a community, we want to contribute to the knowledge of how businesses can work with their strategic communication based on the con-sumer's terms. A netnographic study supplemented by qualitative interviews was used as a method in our study. The results of our research shows that brand com-munities as a platform can develop an internal culture and thereby creating a strong sense of belonging. This occurs when consumers gather around common rituals and actions where commitment is created and expressed through storytelling and user generated content. A co-produced value is created between consumers, based on the sense of belonging, which results in loyal consumers and a stronger brand.}},
  author       = {{Östberg, Saga and Andersson, Emelie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{"Vad vore en podcast utan snacket efteråt?" - En studie om hur en intern kultur skapar tillhörighet i en varumärkesgemenskap}},
  year         = {{2014}},
}