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Allt för dig (och mig) - Varför delar vi reklamfilm?

Magnusson, Kristin LU and Jönsson, Kitty LU (2014) SKOK01 20141
Department of Strategic Communication
Abstract (Swedish)
Titel: Allt för dig (och mig) - Varför delar vi reklamfilm?
Författare: Kitty Jönsson & Kristin Magnusson
Handledare: Asta Cepaite Nilsson
Nyckelord: Viral Marknadsföring, Social Identitet, Word of Mouth, Sociala Relationer
Syfte: Syftet med studien är att undersöka och belysa varför konsumenter delar
reklamfilm via digitala kanaler.
Metod: Med utgångspunkt i ett tolkande perspektiv har det genomförts tretton
kvalitativa intervjuer, inklusive diskussion kring en specifik reklamfilm.
Slutsats: När sociala medier slog igenom fick konsumenter större möjligheter att
påverka marknadsföringens spridning via sina personliga digitala nätverk, en möjlighet
som har tagits i allt större utsträckning. Hos gemene man finns det dock ett
... (More)
Titel: Allt för dig (och mig) - Varför delar vi reklamfilm?
Författare: Kitty Jönsson & Kristin Magnusson
Handledare: Asta Cepaite Nilsson
Nyckelord: Viral Marknadsföring, Social Identitet, Word of Mouth, Sociala Relationer
Syfte: Syftet med studien är att undersöka och belysa varför konsumenter delar
reklamfilm via digitala kanaler.
Metod: Med utgångspunkt i ett tolkande perspektiv har det genomförts tretton
kvalitativa intervjuer, inklusive diskussion kring en specifik reklamfilm.
Slutsats: När sociala medier slog igenom fick konsumenter större möjligheter att
påverka marknadsföringens spridning via sina personliga digitala nätverk, en möjlighet
som har tagits i allt större utsträckning. Hos gemene man finns det dock ett
motstånd mot reklam och därför fokuserar denna studie på varför konsumenter
trots detta väljer att dela reklamfilm. Studien visar att den sociala identiteten och
typen av innehåll är starkt knutna till delningen av reklamfilm. Konsumenter delar
reklamfilm av två övergripande anledningar. Antingen för att styrka eller skapa
sin sociala identitet, då innehållet har personlig betydelse för konsumenten som
delar, eller för att vårda sina relationer, då innehållet har mindre betydelse för
konsumenten som delar. (Less)
Abstract
Title: Everything for you (and me) - Why do we share commercials?
Authors: Kitty Jönsson & Kristin Magnusson
Advisor: Asta Cepaite Nilsson
Keywords: Viral Marketing, Social Identity, Word of Mouth, Social Relations
Purpose: The purpose of this study is to investigate and illustrate why consumers
share commercials through digital channels.
Methodology: Based on an interpretive perspective, thirteen qualitative interviews
have been conducted, including discussion of a specific commercial.
Conclusion: With the breakthrough of social media, customers have an increased
ability to influence the spread of advertising via their personal digital network.
This is a possibility they have increasingly taken. There is however, continued... (More)
Title: Everything for you (and me) - Why do we share commercials?
Authors: Kitty Jönsson & Kristin Magnusson
Advisor: Asta Cepaite Nilsson
Keywords: Viral Marketing, Social Identity, Word of Mouth, Social Relations
Purpose: The purpose of this study is to investigate and illustrate why consumers
share commercials through digital channels.
Methodology: Based on an interpretive perspective, thirteen qualitative interviews
have been conducted, including discussion of a specific commercial.
Conclusion: With the breakthrough of social media, customers have an increased
ability to influence the spread of advertising via their personal digital network.
This is a possibility they have increasingly taken. There is however, continued resistance
from the public to advertising. This study focuses on why customers, despite
resisting traditional advertising, choose to share commercials on social media.
The study shows that the social identity, and type of content is strongly connected
to why users share commercials. Customers share commercials for at least
one of two reasons: either to strengthen or create their own social identity, when
the content has personal meaning for the user, or to strengthen their relationships,
when the content has less meaning for the user. (Less)
Please use this url to cite or link to this publication:
author
Magnusson, Kristin LU and Jönsson, Kitty LU
supervisor
organization
course
SKOK01 20141
year
type
M2 - Bachelor Degree
subject
keywords
Viral Marketing, Social Identity, Word of Mouth, Social Relations
language
Swedish
id
4461482
date added to LUP
2014-06-10 14:04:22
date last changed
2014-09-04 08:36:22
@misc{4461482,
  abstract     = {{Title: Everything for you (and me) - Why do we share commercials?
Authors: Kitty Jönsson & Kristin Magnusson
Advisor: Asta Cepaite Nilsson
Keywords: Viral Marketing, Social Identity, Word of Mouth, Social Relations
Purpose: The purpose of this study is to investigate and illustrate why consumers
share commercials through digital channels.
Methodology: Based on an interpretive perspective, thirteen qualitative interviews
have been conducted, including discussion of a specific commercial.
Conclusion: With the breakthrough of social media, customers have an increased
ability to influence the spread of advertising via their personal digital network.
This is a possibility they have increasingly taken. There is however, continued resistance
from the public to advertising. This study focuses on why customers, despite
resisting traditional advertising, choose to share commercials on social media.
The study shows that the social identity, and type of content is strongly connected
to why users share commercials. Customers share commercials for at least
one of two reasons: either to strengthen or create their own social identity, when
the content has personal meaning for the user, or to strengthen their relationships,
when the content has less meaning for the user.}},
  author       = {{Magnusson, Kristin and Jönsson, Kitty}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Allt för dig (och mig) - Varför delar vi reklamfilm?}},
  year         = {{2014}},
}