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Hör varumärken hemma på Clubhouse? En kvalitativ studie om realtidsbaserad varumärkeskommunikation på ett ljudbaserat socialt nätverk

Liljeberg, Lovisa LU and Lagerqvist, Emma (2021) SKDK11 20211
Department of Strategic Communication
Abstract
Do brands belong on Clubhouse?
This study aims to provide an understanding of how organizations can use the new social network Clubhouse in their brand communication. In order to answer our research questions a combined qualitative method was applied, consisting of qualitative interviews, netnographic observations and a virtual focus group. This method of triangulation allowed us to include both a brand perspective and a users perspective, which generated a holistic interpretation of the studied phenomenon. Further, we conducted a thematic analysis to analyze the collected data. Through the analysis we gained strategic insight in how brand communication can be expressed on an audio- and real time based social network, as well as which... (More)
Do brands belong on Clubhouse?
This study aims to provide an understanding of how organizations can use the new social network Clubhouse in their brand communication. In order to answer our research questions a combined qualitative method was applied, consisting of qualitative interviews, netnographic observations and a virtual focus group. This method of triangulation allowed us to include both a brand perspective and a users perspective, which generated a holistic interpretation of the studied phenomenon. Further, we conducted a thematic analysis to analyze the collected data. Through the analysis we gained strategic insight in how brand communication can be expressed on an audio- and real time based social network, as well as which brand strategies could be identified. The results demonstrate how brand communication on Clubhouse is continuously influenced by factors such as social trends and contemporary interests. Thus, social acceleration theory deepens the understanding of the environment on the social network. Furthermore, the results show that brand strategies such as brand ambassadorship, relationship building, brand engagement and storytelling can be expressed through the conversations at Clubhouse. In a wider context, the study contributes to knowledge within the scope of strategic communication and digital media through a deeper understanding of how brand communication can be expressed on audio- and real time based social networks. (Less)
Abstract (Swedish)
Hör varumärken hemma på Clubhouse?
Studien syftar till att bidra med förståelse för hur organisationer kan använda det nya sociala nätverket Clubhouse i sin varumärkeskommunikation. För att besvara studiens forskningsfrågor samlades data in genom en kombinerad kvalitativ metod i form av kvalitativ intervju, netnografisk observation samt en virtuell fokusgrupp. Metodtrianguleringen möjliggjorde en inkludering av både ett varumärkesperspektiv samt ett användarperspektiv, vilket bidrog till en holistisk tolkning av det studerade fenomenet. Vidare applicerades en tematisk analys för att analysera det empiriska materialet. Analysen bidrog med insikter kring hur varumärkeskommunikation kan uttryckas på ett ljud- och realtidsbaserat socialt... (More)
Hör varumärken hemma på Clubhouse?
Studien syftar till att bidra med förståelse för hur organisationer kan använda det nya sociala nätverket Clubhouse i sin varumärkeskommunikation. För att besvara studiens forskningsfrågor samlades data in genom en kombinerad kvalitativ metod i form av kvalitativ intervju, netnografisk observation samt en virtuell fokusgrupp. Metodtrianguleringen möjliggjorde en inkludering av både ett varumärkesperspektiv samt ett användarperspektiv, vilket bidrog till en holistisk tolkning av det studerade fenomenet. Vidare applicerades en tematisk analys för att analysera det empiriska materialet. Analysen bidrog med insikter kring hur varumärkeskommunikation kan uttryckas på ett ljud- och realtidsbaserat socialt nätverk, samt vilka varumärkesstrategier som kunde identifieras. Studiens resultat visar hur varumärkeskommunikation på Clubhouse ständigt påverkas av faktorer som sociala trender och samtida intressen. Således fördjupar teorin om social acceleration förståelsen för miljön på sociala nätverk. Fortsättningsvis visar resultaten hur varumärkesstrategier som ambassadörskap, relationsbyggande, varumärkesengagemang och storytelling kan uttryckas genom samtal på Clubhouse. I en större kontext bidrar studien med kunskap inom fältet strategisk kommunikation och digitala medier genom en djupare förståelse för hur varumärkeskommunikation kan uttryckas på ljud- och realtidsbaserade sociala nätverk. (Less)
Please use this url to cite or link to this publication:
author
Liljeberg, Lovisa LU and Lagerqvist, Emma
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
varumärkeskommunikation, sociala nätverk, ambassadörsskap, relationsbyggande, varumärkesengagemang, storytelling, social acceleration
language
Swedish
id
9049040
date added to LUP
2021-06-15 09:19:30
date last changed
2021-06-15 09:19:30
@misc{9049040,
  abstract     = {{Do brands belong on Clubhouse?
This study aims to provide an understanding of how organizations can use the new social network Clubhouse in their brand communication. In order to answer our research questions a combined qualitative method was applied, consisting of qualitative interviews, netnographic observations and a virtual focus group. This method of triangulation allowed us to include both a brand perspective and a users perspective, which generated a holistic interpretation of the studied phenomenon. Further, we conducted a thematic analysis to analyze the collected data. Through the analysis we gained strategic insight in how brand communication can be expressed on an audio- and real time based social network, as well as which brand strategies could be identified. The results demonstrate how brand communication on Clubhouse is continuously influenced by factors such as social trends and contemporary interests. Thus, social acceleration theory deepens the understanding of the environment on the social network. Furthermore, the results show that brand strategies such as brand ambassadorship, relationship building, brand engagement and storytelling can be expressed through the conversations at Clubhouse. In a wider context, the study contributes to knowledge within the scope of strategic communication and digital media through a deeper understanding of how brand communication can be expressed on audio- and real time based social networks.}},
  author       = {{Liljeberg, Lovisa and Lagerqvist, Emma}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Hör varumärken hemma på Clubhouse? En kvalitativ studie om realtidsbaserad varumärkeskommunikation på ett ljudbaserat socialt nätverk}},
  year         = {{2021}},
}