Livet Hemma
(2021) FEKH29 20202Department of Business Administration
- Abstract (Swedish)
- Syftet med studien är att få en djupare insikt i hur företag kan bemöta de utmanande och föränderliga förutsättningar för förtroendebyggande marknadskommunikation som en pandemi medför i modern tid och hur situationen hanterats utifrån ett verkligt fall.
Studien har en kvalitativ metod och en abduktiv forskningsansats. För att undersöka en specifik situation inom ett outforskat teoretiskt område har studien utformats som en utforskande fallstudie av IKEA:s kommunikation under covid-19.
Studiens teoretiska referensram består av tidigare forskning om kommunikation i kristider samt varumärke, innehåll och digital marknadskommunikation för att kontextualisera IKEA:s hantering och anpassning av kommunikationsstrategier under covid-19.
... (More) - Syftet med studien är att få en djupare insikt i hur företag kan bemöta de utmanande och föränderliga förutsättningar för förtroendebyggande marknadskommunikation som en pandemi medför i modern tid och hur situationen hanterats utifrån ett verkligt fall.
Studien har en kvalitativ metod och en abduktiv forskningsansats. För att undersöka en specifik situation inom ett outforskat teoretiskt område har studien utformats som en utforskande fallstudie av IKEA:s kommunikation under covid-19.
Studiens teoretiska referensram består av tidigare forskning om kommunikation i kristider samt varumärke, innehåll och digital marknadskommunikation för att kontextualisera IKEA:s hantering och anpassning av kommunikationsstrategier under covid-19.
Empirin redogör för IKEA:s reklamchefs perspektiv på hur covid-19 påverkat kommunikationen och branschexperters syn på detsamma.
Av vad som framkommit i studien har förberedelse, handling i enlighet med kommunikationen, anpassat innehåll efter den aktuella kontexten, tydlighet, transparens och ökad digital närvaro varit faktorer som ser ut att kunna bidra till ökat förtroende. (Less) - Abstract
- The purpose of this study is to gain deeper insight into how companies can respond to the challenging and changing market conditions that a pandemic brings, by building trustworthy market communication strategies, and how that situation is handled by studying a real case.
The study has a qualitative method and an abductive research approach. In order to examine a specific event, characterized by a lack of preliminary research, the study is an exploratory case study of IKEA’s communication strategies during the COVID-19 pandemic.
The study’s theoretical framework consists of previous research on crisis communications as well as brand, content and digital marketing in order to contextualize IKEA’s communicative responses and... (More) - The purpose of this study is to gain deeper insight into how companies can respond to the challenging and changing market conditions that a pandemic brings, by building trustworthy market communication strategies, and how that situation is handled by studying a real case.
The study has a qualitative method and an abductive research approach. In order to examine a specific event, characterized by a lack of preliminary research, the study is an exploratory case study of IKEA’s communication strategies during the COVID-19 pandemic.
The study’s theoretical framework consists of previous research on crisis communications as well as brand, content and digital marketing in order to contextualize IKEA’s communicative responses and adaptations to the effects of COVID-19.
The empirical evidence presents IKEA’s communications manager and experts' view on how the covid-19 pandemic has affected companies' communication strategies.
The study concludes that, preparedness, actions in accordance with communication, content adjusted to the crisis context, coherence, transparency and an increased digital presence has been factors that could have contributed to an increased trust among consumers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9041048
- author
- Larsson, Torsten LU ; Nylander, Adrian LU and Presto, Robert LU
- supervisor
- organization
- alternative title
- Livet Hemma- En fallstudie av IKEA:s marknadskommunikation i Sverige under coronapandemin
- course
- FEKH29 20202
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Kriskommunikation, förtroende, covid-19, marknadskommunikation, samhällskris
- language
- Swedish
- id
- 9041048
- date added to LUP
- 2021-03-17 09:09:05
- date last changed
- 2021-03-17 09:09:05
@misc{9041048, abstract = {{The purpose of this study is to gain deeper insight into how companies can respond to the challenging and changing market conditions that a pandemic brings, by building trustworthy market communication strategies, and how that situation is handled by studying a real case. The study has a qualitative method and an abductive research approach. In order to examine a specific event, characterized by a lack of preliminary research, the study is an exploratory case study of IKEA’s communication strategies during the COVID-19 pandemic. The study’s theoretical framework consists of previous research on crisis communications as well as brand, content and digital marketing in order to contextualize IKEA’s communicative responses and adaptations to the effects of COVID-19. The empirical evidence presents IKEA’s communications manager and experts' view on how the covid-19 pandemic has affected companies' communication strategies. The study concludes that, preparedness, actions in accordance with communication, content adjusted to the crisis context, coherence, transparency and an increased digital presence has been factors that could have contributed to an increased trust among consumers.}}, author = {{Larsson, Torsten and Nylander, Adrian and Presto, Robert}}, language = {{swe}}, note = {{Student Paper}}, title = {{Livet Hemma}}, year = {{2021}}, }