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Samspelet

Kihlberg, Viktor LU and Carabi, Philip (2019) SKDK11 20191
Department of Strategic Communication
Abstract
The rise of social media has enabled brands to communicate with their customers in new ways. A growing phenomenon within brand communication is the opportunity for consumers to co-create meaning for the brand. The basis for this study was the simplified view of co-creation in the field of research. This study aims to gain knowledge of how a brand with fans can, through communication on social media, include their fans in brand co-creation. A semiotic analysis was conducted on the football club AS Roma’s Twitter account. Moreover, theories in brand co-creation, producerly- and spreadable texts were applied in the analysis. The results showed that AS Roma’s communication on Twitter offers a variety of ways that AS Roma invites their fans to... (More)
The rise of social media has enabled brands to communicate with their customers in new ways. A growing phenomenon within brand communication is the opportunity for consumers to co-create meaning for the brand. The basis for this study was the simplified view of co-creation in the field of research. This study aims to gain knowledge of how a brand with fans can, through communication on social media, include their fans in brand co-creation. A semiotic analysis was conducted on the football club AS Roma’s Twitter account. Moreover, theories in brand co-creation, producerly- and spreadable texts were applied in the analysis. The results showed that AS Roma’s communication on Twitter offers a variety of ways that AS Roma invites their fans to contribute to co-creating the brand. This is mainly achieved through the use of references, humor, ambiguity, contradictions and ambiguity. The results also showed the importance of brands understanding the target audience on social media in order to create relevant communication for them. Furthermore, the analysis showed that brands can include their consumers in co-creating the brand by relinquishing a certain level of control in the sensemaking process. This study aims to contribute to the research field of strategic communication and digital media with focus on brand communication. (Less)
Abstract (Swedish)
Framväxten av sociala medier har möjliggjort för nya sätt som varumärken kommunicerar med sina konsumenter. Ett framväxande fenomen inom varumärkeskommunikation är möjligheten för konsumenter att samskapa mening av varumärken. En förenklad syn på kommunikationens roll inom litteraturen på samskapande har identifierats och legat till grund för studien. Syftet med studien har således varit att skapa kunskap om hur varumärken med fans genom kommunikation kan inkludera fansen i den samskapande processen. Genom en semiotisk analys på fotbollsklubben AS Romas Twitter har kunskap vunnits om hur kommunikationen kan inkludera konsumenter, eller fans, till den samskapande processen. Teorier som berör samskapande, producerbara texter, spridbart... (More)
Framväxten av sociala medier har möjliggjort för nya sätt som varumärken kommunicerar med sina konsumenter. Ett framväxande fenomen inom varumärkeskommunikation är möjligheten för konsumenter att samskapa mening av varumärken. En förenklad syn på kommunikationens roll inom litteraturen på samskapande har identifierats och legat till grund för studien. Syftet med studien har således varit att skapa kunskap om hur varumärken med fans genom kommunikation kan inkludera fansen i den samskapande processen. Genom en semiotisk analys på fotbollsklubben AS Romas Twitter har kunskap vunnits om hur kommunikationen kan inkludera konsumenter, eller fans, till den samskapande processen. Teorier som berör samskapande, producerbara texter, spridbart innehåll och varumärkesgemenskaper har använts för att bättre förstå det empiriska materialet. Analysen visar att referenser, humor, krockar, relevans och mångtydighet är centrala delar i hur Roma bjuder in fans till samskapande. Dessutom visar analysen att varumärken kan inkludera konsumenter i samskapande genom att släppa på en del av kontrollen över meningsskapandet. Studien ämnar bidra med kunskaper inom forskningsfältet strategisk kommunikation och digitala medier, med särskilt fokus på varumärkeskommunikation. (Less)
Please use this url to cite or link to this publication:
author
Kihlberg, Viktor LU and Carabi, Philip
supervisor
organization
alternative title
En kvalitativ studie om hur en fotbollsklubb bjuder in fans till samskapande genom kommunikation på sociala medier
course
SKDK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Samskapande av varumärkesmening, varumärkesgemenskap, varumärkesfans samskapande, Twitter, strategisk kommunikation, digitala medier, AS Roma, varumärkeskommunikation, Brand meaning co creation, brand community, brand fans, brand co-creation, strategic communication, digital media, brand management, brand communication.
language
Swedish
id
8979594
date added to LUP
2019-06-11 09:49:15
date last changed
2019-06-11 09:49:15
@misc{8979594,
  abstract     = {The rise of social media has enabled brands to communicate with their customers in new ways. A growing phenomenon within brand communication is the opportunity for consumers to co-create meaning for the brand. The basis for this study was the simplified view of co-creation in the field of research. This study aims to gain knowledge of how a brand with fans can, through communication on social media, include their fans in brand co-creation. A semiotic analysis was conducted on the football club AS Roma’s Twitter account. Moreover, theories in brand co-creation, producerly- and spreadable texts were applied in the analysis. The results showed that AS Roma’s communication on Twitter offers a variety of ways that AS Roma invites their fans to contribute to co-creating the brand. This is mainly achieved through the use of references, humor, ambiguity, contradictions and ambiguity. The results also showed the importance of brands understanding the target audience on social media in order to create relevant communication for them. Furthermore, the analysis showed that brands can include their consumers in co-creating the brand by relinquishing a certain level of control in the sensemaking process. This study aims to contribute to the research field of strategic communication and digital media with focus on brand communication.},
  author       = {Kihlberg, Viktor and Carabi, Philip},
  keyword      = {Samskapande av varumärkesmening,varumärkesgemenskap,varumärkesfans samskapande,Twitter,strategisk kommunikation,digitala medier,AS Roma,varumärkeskommunikation,Brand meaning co creation,brand community,brand fans,brand co-creation,strategic communication,digital media,brand management,brand communication.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Samspelet},
  year         = {2019},
}