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#DetGårBraNu$

Smajlovic, Jasmina LU and Wetterlundh, Maja LU (2018) SKDK11 20181
Department of Strategic Communication
Abstract (Swedish)
Till följd av utvecklingen av Web 2.0 har konsumenterna fått en större inverkan på varumärkes marknadsföring och har nu möjligheten att integrera med andra konsumenter och marknadsfö-ringens innehåll. Marknadsförare har utvecklat en ny marknadsföringsstrategi med anledningen av den digitala utvecklingen. Denna nya strategi har fått namnet influencer marketing. Tidigare studier har först och främst haft sitt fokus utifrån ett företagsperspektiv och därför existerar det ett kunskapsgap om influencers marketing utifrån publikens och konsumenternas perspektiv. Denna studie syftar till att besvara hur publiken uttrycker sig mot influencer marketing av ett negativt uppmärksammat företag. Studien inriktar sig på ett företag: Natural Cycles.... (More)
Till följd av utvecklingen av Web 2.0 har konsumenterna fått en större inverkan på varumärkes marknadsföring och har nu möjligheten att integrera med andra konsumenter och marknadsfö-ringens innehåll. Marknadsförare har utvecklat en ny marknadsföringsstrategi med anledningen av den digitala utvecklingen. Denna nya strategi har fått namnet influencer marketing. Tidigare studier har först och främst haft sitt fokus utifrån ett företagsperspektiv och därför existerar det ett kunskapsgap om influencers marketing utifrån publikens och konsumenternas perspektiv. Denna studie syftar till att besvara hur publiken uttrycker sig mot influencer marketing av ett negativt uppmärksammat företag. Studien inriktar sig på ett företag: Natural Cycles. Natural Cycles är den enda certifierade precentivmedelsappen och marknadsför sig frekvent genom in-fluencer marketing. I början av 2018 publicerades det i media att 37 kvinnor hade ofrivilligt bli-vit gravida efter använt preventivmedlet. För att besvara studiens syfte har en netnografisk me-tod genomförts där publikens kommentarer till influencers samarbetsvideos på YouTube har analyserats. Materialet analyserades med hjälp av en tematisk analys och resultatet visade att influencers har en stor inverkan mot publiken som är ofta är negativa och skeptiska mot denna typ av marknadsföring av ett negativt uppmärksammat företag. (Less)
Abstract
Due to the development of Web 2.0 the public has the ability to interact with others regarding the content of marketing. This has led the public to having a greater impact than ever on the marketing field. In response to the changes, marketers have developed a new marketing strate-gy. The new strategy is called influencer marketing. Most previous studies of influencer market-ing have had their studies focus on a corporate perspective and therefore there exist a knowledge gap about influencer marketing from the public and consumers perceptive. This study aims to answer what the public perceive influencer marketing of an negative attentive company. The study focuses on the company Natural Cycles. Natural Cycles is the only certified... (More)
Due to the development of Web 2.0 the public has the ability to interact with others regarding the content of marketing. This has led the public to having a greater impact than ever on the marketing field. In response to the changes, marketers have developed a new marketing strate-gy. The new strategy is called influencer marketing. Most previous studies of influencer market-ing have had their studies focus on a corporate perspective and therefore there exist a knowledge gap about influencer marketing from the public and consumers perceptive. This study aims to answer what the public perceive influencer marketing of an negative attentive company. The study focuses on the company Natural Cycles. Natural Cycles is the only certified contraceptive app and they frequently market themselves through influencer marketing. Early in 2018 it was published in newspaper that 37 women had got involuntarily pregnant by using Natural Cycles. To answer the aim of the study a netnographic method has been used where the public's com-ments of influencers youtube-videos in cooperation with Natural Cycles have been analyzed. The material was analyzed with a thematic analysis method and the results showed that influenc-ers have a large impact and the public are often negative and sceptical when it comes to an atten-tive company that is being marketed by influencers. (Less)
Please use this url to cite or link to this publication:
author
Smajlovic, Jasmina LU and Wetterlundh, Maja LU
supervisor
organization
alternative title
En studie om publikens uttryck gentemot influencer marketing av ett uppmärksammat företag
course
SKDK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
Influencer marketing, influencers, word of mouth, Natural Cycles, konsumentperspektiv, organ-isationsperspektiv, Youtube
language
Swedish
id
8944676
date added to LUP
2018-06-11 13:32:21
date last changed
2018-06-11 13:32:21
@misc{8944676,
  abstract     = {Due to the development of Web 2.0 the public has the ability to interact with others regarding the content of marketing. This has led the public to having a greater impact than ever on the marketing field. In response to the changes, marketers have developed a new marketing strate-gy. The new strategy is called influencer marketing. Most previous studies of influencer market-ing have had their studies focus on a corporate perspective and therefore there exist a knowledge gap about influencer marketing from the public and consumers perceptive. This study aims to answer what the public perceive influencer marketing of an negative attentive company. The study focuses on the company Natural Cycles. Natural Cycles is the only certified contraceptive app and they frequently market themselves through influencer marketing. Early in 2018 it was published in newspaper that 37 women had got involuntarily pregnant by using Natural Cycles. To answer the aim of the study a netnographic method has been used where the public's com-ments of influencers youtube-videos in cooperation with Natural Cycles have been analyzed. The material was analyzed with a thematic analysis method and the results showed that influenc-ers have a large impact and the public are often negative and sceptical when it comes to an atten-tive company that is being marketed by influencers.},
  author       = {Smajlovic, Jasmina and Wetterlundh, Maja},
  keyword      = {Influencer marketing,influencers,word of mouth,Natural Cycles,konsumentperspektiv,organ-isationsperspektiv,Youtube},
  language     = {swe},
  note         = {Student Paper},
  title        = {#DetGårBraNu$},
  year         = {2018},
}