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Den digitala berättelsens många ansikten - en kvalitativ fallstudie om samskapande av värde i ett plattformsföretags digitala storytelling

Larsson, Michelle LU and Söder, Anton LU (2018) SKOK11 20181
Department of Strategic Communication
Abstract (Swedish)
Syftet med uppsatsen var att vinna fördjupad förståelse om hur ett plattformsföretag samskapar värde med sina konsumenter genom sin digitala storytelling. Vidare avsåg studien undersöka hur samskapat värde kommuniceras strategiskt. Studien använde sig av en textanalys och är av kvalitativ fallstudiekaraktär. Det empiriska underlaget bestod av digitala berättelser insamlade från Airbnbs Youtube-konto och blogg, Airbnb Citizen. Det empiriska materialet analyserades från ett sändarperspektiv och kontextualiserades genom teorier om co-creation of value, värdeskapande samt digital storytelling. Analysen visade att det finns ett flertal samskapande egenskaper i de digitala berättelserna i form av tillgång, transparens och dialog. Vidare visade... (More)
Syftet med uppsatsen var att vinna fördjupad förståelse om hur ett plattformsföretag samskapar värde med sina konsumenter genom sin digitala storytelling. Vidare avsåg studien undersöka hur samskapat värde kommuniceras strategiskt. Studien använde sig av en textanalys och är av kvalitativ fallstudiekaraktär. Det empiriska underlaget bestod av digitala berättelser insamlade från Airbnbs Youtube-konto och blogg, Airbnb Citizen. Det empiriska materialet analyserades från ett sändarperspektiv och kontextualiserades genom teorier om co-creation of value, värdeskapande samt digital storytelling. Analysen visade att det finns ett flertal samskapande egenskaper i de digitala berättelserna i form av tillgång, transparens och dialog. Vidare visade analysen fyra typer av samskapade värden: ekonomiska, sociala, hedoniska och altruistiska, vilka kommunicerades strategiskt i form av budskap. I analysen identifierades även egenskaper i Airbnbs digitala storytelling vilka kunde anses vara av icke-samskapande karaktär, vilket reflekterar problematiken och komplexiteten i att ämna förstå co-creation of value samt storytelling i relation till varandra. Resultatet av studien belyser både utmaningar och möjligheter i hur koncepten kan förstås i en digital marknadsföringskontext. Det kan även anses bidra med praktisk kunskap om hur plattformsföretag kan anamma samskapad, digital storytelling i sin marknadskommunikation. (Less)
Abstract
The aim of this study was to deepen the understanding of how a platform enterprise co-creates value with their consumers through their digital storytelling. A further aim of this study was to understand how co-created values are communicated strategically. The study was conducted through a qualitative case study, using a textual analysis. The material consisted of digital stories gathered from Airbnbs Youtube account and blog, Airbnb Citizen. The empirical material was analysed from the perspective of the sender and has been contextualized through theories of co-creation of value, value creation and digital storytelling. The analysis found that there are several co-creative qualities in the digital stories in the form of access,... (More)
The aim of this study was to deepen the understanding of how a platform enterprise co-creates value with their consumers through their digital storytelling. A further aim of this study was to understand how co-created values are communicated strategically. The study was conducted through a qualitative case study, using a textual analysis. The material consisted of digital stories gathered from Airbnbs Youtube account and blog, Airbnb Citizen. The empirical material was analysed from the perspective of the sender and has been contextualized through theories of co-creation of value, value creation and digital storytelling. The analysis found that there are several co-creative qualities in the digital stories in the form of access, transparency and dialogue. Furthermore, the analysis showed four types of co-created value: economical, social, hedonic and altruistic, which were strategically communicated in the form of messages. However, we also identified qualities in the stories which could not be considered as co- creative, which reflects the complexity of understanding co-creation of value and storytelling in relation to each other. The results of the study highlight both challenges and opportunities in how these concepts can be understood in a digital marketing context. It could also be seen to contribute practical knowledge on how platform enterprises can adapt co-created, digital storytelling in their marketing communication. (Less)
Please use this url to cite or link to this publication:
author
Larsson, Michelle LU and Söder, Anton LU
supervisor
organization
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
co-creation of value, värdeskapande, content marketing, digital storytelling, plattformsföretag, marknadsföring, digitalisering, strategisk kommunikation
language
Swedish
id
8944341
date added to LUP
2018-06-11 15:03:21
date last changed
2018-06-11 15:03:21
@misc{8944341,
  abstract     = {The aim of this study was to deepen the understanding of how a platform enterprise co-creates value with their consumers through their digital storytelling. A further aim of this study was to understand how co-created values are communicated strategically. The study was conducted through a qualitative case study, using a textual analysis. The material consisted of digital stories gathered from Airbnbs Youtube account and blog, Airbnb Citizen. The empirical material was analysed from the perspective of the sender and has been contextualized through theories of co-creation of value, value creation and digital storytelling. The analysis found that there are several co-creative qualities in the digital stories in the form of access, transparency and dialogue. Furthermore, the analysis showed four types of co-created value: economical, social, hedonic and altruistic, which were strategically communicated in the form of messages. However, we also identified qualities in the stories which could not be considered as co- creative, which reflects the complexity of understanding co-creation of value and storytelling in relation to each other. The results of the study highlight both challenges and opportunities in how these concepts can be understood in a digital marketing context. It could also be seen to contribute practical knowledge on how platform enterprises can adapt co-created, digital storytelling in their marketing communication.},
  author       = {Larsson, Michelle and Söder, Anton},
  keyword      = {co-creation of value,värdeskapande,content marketing,digital storytelling,plattformsföretag,marknadsföring,digitalisering,strategisk kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den digitala berättelsens många ansikten - en kvalitativ fallstudie om samskapande av värde i ett plattformsföretags digitala storytelling},
  year         = {2018},
}