Aktiva spridare eller exploaterade konsumenter? En kvalitativ studie om konsumenters interaktioner med Oatly på Facebook
(2018) DIKK60 20181Division of ALM, Digital Cultures and Publishing Studies
- 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:
http://lup.lub.lu.se/student-papers/record/8950044
- author
- Lindholm, Ellinor LU
- supervisor
- organization
- course
- DIKK60 20181
- year
- 2018
- 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}}, }