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Aktiva spridare eller exploaterade konsumenter? En kvalitativ studie om konsumenters interaktioner med Oatly på Facebook

Lindholm, Ellinor LU (2018) DIKK60 20181
Division of ALM and Digital Cultures
Abstract
This bachelor thesis explores how and why people choose to interact with commercial messages from the Swedish brand Oatly on Facebook. Questions about people’s encounters with commercial messages on social media are often closely linked to perceptions about exploitation and free labor. This research uses the method of four qualitative interviews to explore who benefits from these actions and does so from the perspective of the individual. This study discovers three motives for spreading messages linked to Oatly. By interacting with the brand, the informants construct and make visible a sustainable identity. Oatlys digital messages are also used by the informants as a way of spreading valuable information about the environment. A third... (More)
This bachelor thesis explores how and why people choose to interact with commercial messages from the Swedish brand Oatly on Facebook. Questions about people’s encounters with commercial messages on social media are often closely linked to perceptions about exploitation and free labor. This research uses the method of four qualitative interviews to explore who benefits from these actions and does so from the perspective of the individual. This study discovers three motives for spreading messages linked to Oatly. By interacting with the brand, the informants construct and make visible a sustainable identity. Oatlys digital messages are also used by the informants as a way of spreading valuable information about the environment. A third motive is that the informants see themselves and their interactions as tools that help Oatly grow and generate more financial profit. The findings show that these interactions are performed with an awareness and with clear objectives related to identity. By choosing what material they spread and how they do so the informants customize their interactions to suit their own needs. This selectivity ascribes these individuals an active part in their relationship with Oatly. (Less)
Please use this url to cite or link to this publication:
author
Lindholm, Ellinor LU
supervisor
organization
course
DIKK60 20181
year
type
M2 - Bachelor Degree
subject
keywords
Facebook, Oatly, Identity, Consumption, Participation, Participatory culture
language
Swedish
additional info
This student paper was produced at the former Division of Digital Cultures.
id
8950044
date added to LUP
2018-06-15 14:10:44
date last changed
2019-01-15 10:30:50
@misc{8950044,
  abstract     = {{This bachelor thesis explores how and why people choose to interact with commercial messages from the Swedish brand Oatly on Facebook. Questions about people’s encounters with commercial messages on social media are often closely linked to perceptions about exploitation and free labor. This research uses the method of four qualitative interviews to explore who benefits from these actions and does so from the perspective of the individual. This study discovers three motives for spreading messages linked to Oatly. By interacting with the brand, the informants construct and make visible a sustainable identity. Oatlys digital messages are also used by the informants as a way of spreading valuable information about the environment. A third motive is that the informants see themselves and their interactions as tools that help Oatly grow and generate more financial profit. The findings show that these interactions are performed with an awareness and with clear objectives related to identity. By choosing what material they spread and how they do so the informants customize their interactions to suit their own needs. This selectivity ascribes these individuals an active part in their relationship with Oatly.}},
  author       = {{Lindholm, Ellinor}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Aktiva spridare eller exploaterade konsumenter? En kvalitativ studie om konsumenters interaktioner med Oatly på Facebook}},
  year         = {{2018}},
}