Förhandlande av värde – en studie av en varumärkesgemenskap
(2014) SKOK01 20141Department of Strategic Communication
- Abstract (Swedish)
- Interaktionsmöjligheter i sociala medier har bidragit till att varumärkesinnehavare har fått minskad kontroll över vilka budskap som kommuniceras om varumärket. Studien analyserar hur värde i relation till ett varumärke förhandlas mellan använ-dare inom en gemenskap på Instagram, samt hur normer och gruppstrukturer på-verkar och påverkas av förhandlingsprocesser inom gemenskapen. Studien bygger på en netnografisk metod där observationer av användares interaktioner samt bild-analys av användargenererat innehåll har genomförts inom en varumärkesgemen-skap på Instagram. Studiens resultat visar att sociala medier bidrar till att interakt-ionen mellan konsumenter har intensifierats, och i interaktionen mellan användare förhandlas värde i... (More)
- Interaktionsmöjligheter i sociala medier har bidragit till att varumärkesinnehavare har fått minskad kontroll över vilka budskap som kommuniceras om varumärket. Studien analyserar hur värde i relation till ett varumärke förhandlas mellan använ-dare inom en gemenskap på Instagram, samt hur normer och gruppstrukturer på-verkar och påverkas av förhandlingsprocesser inom gemenskapen. Studien bygger på en netnografisk metod där observationer av användares interaktioner samt bild-analys av användargenererat innehåll har genomförts inom en varumärkesgemen-skap på Instagram. Studiens resultat visar att sociala medier bidrar till att interakt-ionen mellan konsumenter har intensifierats, och i interaktionen mellan användare förhandlas värde i relation till varumärke. Denna förhandlingsprocess är en viktig del inom varumärkesgemenskaper då den bidrar till social tillhörighet och främjar konsumenternas kreativitet. När konsumenter interagerar kring varumärken skapas normer och gruppstrukturer. Som en följd därav kan en identitet formas tillsam-mans med andra konsumenter. Uppvisande av kritik hos konsumenter kan ses som en social process där en autentisk bild av gemenskapen och varumärket utformas. Således kan en stark relation byggas mellan konsument och varumärke. (Less)
- Abstract
- The possibilities of interaction in social media has contributed to a reduction of control for brand owners when it comes to what is being communicated about their brands. This study analyses how value in relation to a brand is negotiated between users within a community on Instagram. The study also analyses how norms and group structure affects and is affected by the negotiation processes within the community. The study is based on a netnographic method where obser-vations of user interactions, as well as analysis of user generated content, has been implemented within a brand community on Instagram. Our conclusion shows that social media has contributed to the intensifying of interaction between consumers. In the interaction between... (More)
- The possibilities of interaction in social media has contributed to a reduction of control for brand owners when it comes to what is being communicated about their brands. This study analyses how value in relation to a brand is negotiated between users within a community on Instagram. The study also analyses how norms and group structure affects and is affected by the negotiation processes within the community. The study is based on a netnographic method where obser-vations of user interactions, as well as analysis of user generated content, has been implemented within a brand community on Instagram. Our conclusion shows that social media has contributed to the intensifying of interaction between consumers. In the interaction between users, value is negotiated in relation to the brand. This negotiation process is a key element in brand communities as it contributes to soci-al inclusion and promotes consumer creativity. When consumers interact in relation to a brand, norms and group structures are created that help consumers to form a collective identity with other consumers. Consumer’s demonstration of criticism can be seen as a social process in which an authentic picture of the community and the brand can be created. Thus, strong relationships can be built between consu-mers and brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4465314
- author
- Alden, Anders LU and Fredriksson, Hjalmar LU
- supervisor
- organization
- alternative title
- Negotiation of value – a study of a brand community
- course
- SKOK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Värdeskapande kommunikation, Varumärkesgemenskap, Varumärkesengagemang, Gemenskap, Netnografi
- language
- Swedish
- id
- 4465314
- date added to LUP
- 2014-06-16 07:58:39
- date last changed
- 2014-09-04 08:36:22
@misc{4465314,
abstract = {{The possibilities of interaction in social media has contributed to a reduction of control for brand owners when it comes to what is being communicated about their brands. This study analyses how value in relation to a brand is negotiated between users within a community on Instagram. The study also analyses how norms and group structure affects and is affected by the negotiation processes within the community. The study is based on a netnographic method where obser-vations of user interactions, as well as analysis of user generated content, has been implemented within a brand community on Instagram. Our conclusion shows that social media has contributed to the intensifying of interaction between consumers. In the interaction between users, value is negotiated in relation to the brand. This negotiation process is a key element in brand communities as it contributes to soci-al inclusion and promotes consumer creativity. When consumers interact in relation to a brand, norms and group structures are created that help consumers to form a collective identity with other consumers. Consumer’s demonstration of criticism can be seen as a social process in which an authentic picture of the community and the brand can be created. Thus, strong relationships can be built between consu-mers and brand.}},
author = {{Alden, Anders and Fredriksson, Hjalmar}},
language = {{swe}},
note = {{Student Paper}},
title = {{Förhandlande av värde – en studie av en varumärkesgemenskap}},
year = {{2014}},
}