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Social Mobile Apps - A Case Study of Carlsberg’s CrowdIt

Xotta, Petra LU (2014) SKPM08 20141
Department of Strategic Communication
Abstract
Social Mobile Apps: A Case Study of Carlsberg’s CrowdIt
Purpose/Originality/Value: Through an analysis of the Carlsberg’s CrowdIt-App, the case study whishes to draw attention to three conceptual areas, which have received scant attention,namely social mobile application (app), culture, and strategic mobile campaigning. While some prominent Public Relations and Communication Management scholars have started to address concepts of mobile applications and digital cultures in isolation, this case study is unique in its value as it attempts to demonstrate the full scope of strategic social mobile campaigns, especially when actively connected to cultural embedded behavior patterns. Design/Methodology/Approach: The thesis utilizes the Carlsberg... (More)
Social Mobile Apps: A Case Study of Carlsberg’s CrowdIt
Purpose/Originality/Value: Through an analysis of the Carlsberg’s CrowdIt-App, the case study whishes to draw attention to three conceptual areas, which have received scant attention,namely social mobile application (app), culture, and strategic mobile campaigning. While some prominent Public Relations and Communication Management scholars have started to address concepts of mobile applications and digital cultures in isolation, this case study is unique in its value as it attempts to demonstrate the full scope of strategic social mobile campaigns, especially when actively connected to cultural embedded behavior patterns. Design/Methodology/Approach: The thesis utilizes the Carlsberg CrowdIt-campaign as a case study. Several methods were applied to gain a balanced understanding of the case. The thesis analyzes the market situation on the Danish beer market, offers a systematic analysis of
the application’s functionality, and a conceptual analysis of the strategic use of social cultural norms in social mobile campaigns. The assumptions in this case study are validated and supported by expert interviews. Findings: The case study suggests that when social mobile apps are used strategically in social mobile campaigns, companies can affect consumer behavior and alter cultural norms. Some effects of social mobile campaigning are indirect band management and increase of
product consumption. (Less)
Please use this url to cite or link to this publication:
author
Xotta, Petra LU
supervisor
organization
course
SKPM08 20141
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Social Mobile Application: Social Mobile Campaigning, Carlsberg, CrowdIt, New Media, Social Media, Strategic Public Relations, Digital Communication
language
English
id
4699144
date added to LUP
2014-11-07 10:47:29
date last changed
2014-11-07 10:47:29
@misc{4699144,
  abstract     = {{Social Mobile Apps: A Case Study of Carlsberg’s CrowdIt
Purpose/Originality/Value: Through an analysis of the Carlsberg’s CrowdIt-App, the case study whishes to draw attention to three conceptual areas, which have received scant attention,namely social mobile application (app), culture, and strategic mobile campaigning. While some prominent Public Relations and Communication Management scholars have started to address concepts of mobile applications and digital cultures in isolation, this case study is unique in its value as it attempts to demonstrate the full scope of strategic social mobile campaigns, especially when actively connected to cultural embedded behavior patterns. Design/Methodology/Approach: The thesis utilizes the Carlsberg CrowdIt-campaign as a case study. Several methods were applied to gain a balanced understanding of the case. The thesis analyzes the market situation on the Danish beer market, offers a systematic analysis of
the application’s functionality, and a conceptual analysis of the strategic use of social cultural norms in social mobile campaigns. The assumptions in this case study are validated and supported by expert interviews. Findings: The case study suggests that when social mobile apps are used strategically in social mobile campaigns, companies can affect consumer behavior and alter cultural norms. Some effects of social mobile campaigning are indirect band management and increase of
product consumption.}},
  author       = {{Xotta, Petra}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Social Mobile Apps - A Case Study of Carlsberg’s CrowdIt}},
  year         = {{2014}},
}