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Digital veganism : en studie av veganska företags marknadsföring och kommunikation i sociala medier

Hallén, Emma LU (2017) DIKK60 20171
Division of ALM and Digital Cultures
Abstract
This thesis focuses on how vegan companies digitally market themselves on social media (Facebook, Twitter and Instagram). Three vegan companies were chosen to collect data from: Oatly, Anamma and Bulldog. The questions guiding this thesis are: 1) Which types of digital marketing do the companies use in their social media posts? 2) How do the companies communicate with their consumers and followers on social media? The methods used in the thesis are online ethnography and content analysis to collect data and to analyse it. The theoretical framings used in the analysis was: marketing and communication theories and strategies. After analysing the posts, many interesting differences were found and discovered about the three vegan companies.... (More)
This thesis focuses on how vegan companies digitally market themselves on social media (Facebook, Twitter and Instagram). Three vegan companies were chosen to collect data from: Oatly, Anamma and Bulldog. The questions guiding this thesis are: 1) Which types of digital marketing do the companies use in their social media posts? 2) How do the companies communicate with their consumers and followers on social media? The methods used in the thesis are online ethnography and content analysis to collect data and to analyse it. The theoretical framings used in the analysis was: marketing and communication theories and strategies. After analysing the posts, many interesting differences were found and discovered about the three vegan companies. Oatly is the most successful when they market themselves on social media, because they post regularly and take an interest in their consumers by creating discussions. They also communicate with their consumers in the same way. Anamma do not post as regularly as Oatly and therefore fail in their digital marketing because they do not engage with their consumers. Anamma only have a small amount of communication with their consumers as they do not post actively on social media. Bulldog market themselves successfully with their posts on social media because they wave in their consumers in their posts. Bulldog do not communicate with their consumers in an open or active way, they only answer a few comments that they get on their posts. (Less)
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author
Hallén, Emma LU
supervisor
organization
course
DIKK60 20171
year
type
M2 - Bachelor Degree
subject
keywords
kommunikation, digital marknadsföring, bulldog, anamma, oatly, veganism, sociala medier, facebook, instagram, twitter
language
Swedish
additional info
This student paper was produced at the former Division of Digital Cultures.
id
8924801
date added to LUP
2017-09-20 09:25:36
date last changed
2019-01-15 10:33:25
@misc{8924801,
  abstract     = {This thesis focuses on how vegan companies digitally market themselves on social media (Facebook, Twitter and Instagram). Three vegan companies were chosen to collect data from: Oatly, Anamma and Bulldog. The questions guiding this thesis are: 1) Which types of digital marketing do the companies use in their social media posts? 2) How do the companies communicate with their consumers and followers on social media? The methods used in the thesis are online ethnography and content analysis to collect data and to analyse it. The theoretical framings used in the analysis was: marketing and communication theories and strategies. After analysing the posts, many interesting differences were found and discovered about the three vegan companies. Oatly is the most successful when they market themselves on social media, because they post regularly and take an interest in their consumers by creating discussions. They also communicate with their consumers in the same way. Anamma do not post as regularly as Oatly and therefore fail in their digital marketing because they do not engage with their consumers. Anamma only have a small amount of communication with their consumers as they do not post actively on social media. Bulldog market themselves successfully with their posts on social media because they wave in their consumers in their posts. Bulldog do not communicate with their consumers in an open or active way, they only answer a few comments that they get on their posts.},
  author       = {Hallén, Emma},
  keyword      = {kommunikation,digital marknadsföring,bulldog,anamma,oatly,veganism,sociala medier,facebook,instagram,twitter},
  language     = {swe},
  note         = {Student Paper},
  title        = {Digital veganism : en studie av veganska företags marknadsföring och kommunikation i sociala medier},
  year         = {2017},
}