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In Nudge we trust- En kvalitativ studie om Systembolagets digitala nudging

Abdelrahman, Ahmad LU and Candia, Sam (2016) SKDK02 20161
Department of Strategic Communication
Abstract
The purpose of this study is to generate knowledge concerning how digital nudg-ing functions as an integrated part of Systembolaget’s marketing communication. The study intends to clarify the difficulties following an integration of digital nudging since it may hinder an organization’s trust building. A qualitative ap-proach has been applied and the empirical material consists of observations and interviews. Considerations affecting attitudes towards digital nudging were iden-tified through a consumer perspective. With a qualitative thematization of the empirics we identified differences and similarities to previous research regarding nudging. Themes were put in relation to theory where a dialog is conducted with the empirics. The results... (More)
The purpose of this study is to generate knowledge concerning how digital nudg-ing functions as an integrated part of Systembolaget’s marketing communication. The study intends to clarify the difficulties following an integration of digital nudging since it may hinder an organization’s trust building. A qualitative ap-proach has been applied and the empirical material consists of observations and interviews. Considerations affecting attitudes towards digital nudging were iden-tified through a consumer perspective. With a qualitative thematization of the empirics we identified differences and similarities to previous research regarding nudging. Themes were put in relation to theory where a dialog is conducted with the empirics. The results indicate an acceptance of a paternalistic Systembolag, which contradicts with previous research regarding paternalism. Furthermore the results show that organizational trust is effected by whether a digital nudge is subtile or transparent. Due to the complexity of the integration of digital nudging a holistic perspective is necessary for its implementation. Thus, a consideration of the interplay between an organization and contextual factors is necessary for digital nudging. (Less)
Popular Abstract (Swedish)
Den här studien syftar till att skapa förståelse för hur digital nudging fungerar som en integrerad del av Systembolagets marknadskommunikation. Studien ämnar att klargöra utmaningarna med en integrering av digital nudging då den kan utgöra ett hinder för organisationers förtroendeskapande. Studien utgick från ett kvalitativt angreppssätt och empirin utgörs av observation och intervjuer. Utifrån ett konsumentperspektiv undersöktes faktorer som påverkar upplevelsen av en digital nudge-intervention. Genom en kvalitativ tematisering av empirin identifierades diskrepanser, samt likheter till tidigare forskning om nudging. Teman sattes i relation till teori där en dialog förs med empiri. Resultaten tyder på en acceptans av ett paternalistiskt... (More)
Den här studien syftar till att skapa förståelse för hur digital nudging fungerar som en integrerad del av Systembolagets marknadskommunikation. Studien ämnar att klargöra utmaningarna med en integrering av digital nudging då den kan utgöra ett hinder för organisationers förtroendeskapande. Studien utgick från ett kvalitativt angreppssätt och empirin utgörs av observation och intervjuer. Utifrån ett konsumentperspektiv undersöktes faktorer som påverkar upplevelsen av en digital nudge-intervention. Genom en kvalitativ tematisering av empirin identifierades diskrepanser, samt likheter till tidigare forskning om nudging. Teman sattes i relation till teori där en dialog förs med empiri. Resultaten tyder på en acceptans av ett paternalistiskt Systembolag, vilket inte går i linje med tidigare forskning gällande paternalism. Vidare visar resultaten på att förtroendet för en organisation påverkas av huruvida en digital nudge är subtil eller transparent. Eftersom en integrering av digital nudging i organisationers varumärkeskommunikation är en komplex process krävs ett holistiskt perspektiv innan implementering. Det vill säga, hänsyn till en samverkan mellan organisation och kontextuella faktorer är nödvändig vid digital nudging. (Less)
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author
Abdelrahman, Ahmad LU and Candia, Sam
supervisor
organization
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
nudging, digital nudging, paternalism, trust, strategic communication, integrated marketing communication, förtroende, strategisk kommunikation, integrerad marknadskommunikation
language
Swedish
id
8877133
date added to LUP
2016-06-07 14:06:59
date last changed
2016-06-07 14:06:59
@misc{8877133,
  abstract     = {The purpose of this study is to generate knowledge concerning how digital nudg-ing functions as an integrated part of Systembolaget’s marketing communication. The study intends to clarify the difficulties following an integration of digital nudging since it may hinder an organization’s trust building. A qualitative ap-proach has been applied and the empirical material consists of observations and interviews. Considerations affecting attitudes towards digital nudging were iden-tified through a consumer perspective. With a qualitative thematization of the empirics we identified differences and similarities to previous research regarding nudging. Themes were put in relation to theory where a dialog is conducted with the empirics. The results indicate an acceptance of a paternalistic Systembolag, which contradicts with previous research regarding paternalism. Furthermore the results show that organizational trust is effected by whether a digital nudge is subtile or transparent. Due to the complexity of the integration of digital nudging a holistic perspective is necessary for its implementation. Thus, a consideration of the interplay between an organization and contextual factors is necessary for digital nudging.},
  author       = {Abdelrahman, Ahmad and Candia, Sam},
  keyword      = {nudging,digital nudging,paternalism,trust,strategic communication,integrated marketing communication,förtroende,strategisk kommunikation,integrerad marknadskommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {In Nudge we trust- En kvalitativ studie om Systembolagets digitala nudging},
  year         = {2016},
}