"The Good Guys"
(2022) SKDK11 20221Department of Strategic Communication
- Abstract (Swedish)
- Studien syftar till att öka förståelsen för det relativt nya fenomenet Corporate Social Advocacy genom att undersöka hur det kommuniceras på sociala medier idag och hur budskapen mottas av konsumenter. För att besvara studiens frågeställningar har empiriskt material samlats in i form av två virtuella kvalitativa fokusgruppsintervjuer med deltagare från två olika generationer: generation X och generation Z. I fokusgrupperna diskuterades innehåll av företaget Ben & Jerry’s politiska ställningstaganden på sociala medieplattformen Instagram. Studien utgår från tidigare forskning och teorier inom varumärkeskommunikation vilka sedan applicerades i en tematisk analys av det insamlade materialet. Analysen bidrog med insikter i hur konsumenter... (More)
- Studien syftar till att öka förståelsen för det relativt nya fenomenet Corporate Social Advocacy genom att undersöka hur det kommuniceras på sociala medier idag och hur budskapen mottas av konsumenter. För att besvara studiens frågeställningar har empiriskt material samlats in i form av två virtuella kvalitativa fokusgruppsintervjuer med deltagare från två olika generationer: generation X och generation Z. I fokusgrupperna diskuterades innehåll av företaget Ben & Jerry’s politiska ställningstaganden på sociala medieplattformen Instagram. Studien utgår från tidigare forskning och teorier inom varumärkeskommunikation vilka sedan applicerades i en tematisk analys av det insamlade materialet. Analysen bidrog med insikter i hur konsumenter upplever Corporate Social Advocacy på sociala medier samt vad denna typ av varumärkeskommunikation kan leda till för företag i form av lojalitet, skepticism, förespråkande, och avståndstagande. Studiens resultat visar att konsumenters subjektiva åsikter tillsammans med företags image, värdegrund, och historia, är avgörande faktorer för hur budskapen mottas. Fortsättningsvis visar resultaten att företags politiska ställningstaganden leder till polariserade sidor och att kontroversen väcker både engagemang men också avståndstagande. Således bidrar studien till ökad förståelse för hur företag kan använda Corporate Social Advocacy för långsiktig effekt. (Less)
- Abstract
- This study aims to provide insight to the rather new phenomenon Corporate Social Advocacy by examining how it is communicated on social media today and how the message is received by consumers. In order to answer our research questions we have gathered empirical material through two qualitative virtual focus groups consisting of respondents from two different generations: generation X and generation Z. A selection of the company Ben & Jerry’s social-political statements on the social media platform Instagram were discussed within the focus groups. The study proceeded to discuss previous research and theories within the field of brand communication which were then used thematically in the analysis. The analysis contributed with new insight... (More)
- This study aims to provide insight to the rather new phenomenon Corporate Social Advocacy by examining how it is communicated on social media today and how the message is received by consumers. In order to answer our research questions we have gathered empirical material through two qualitative virtual focus groups consisting of respondents from two different generations: generation X and generation Z. A selection of the company Ben & Jerry’s social-political statements on the social media platform Instagram were discussed within the focus groups. The study proceeded to discuss previous research and theories within the field of brand communication which were then used thematically in the analysis. The analysis contributed with new insight on how customers experience Corporate Social Advocacy on social media along with what this type of brand communication can imply for brands in terms of loyalty, skepticism, advocators, and boycotters. Based on the final analysis of the conducted data, this paper concludes that the way a brand’s message is received depends on the consumer’s subjective attitude along with the brand’s image, basic values and its history. Henceforth, the results demonstrate that a brand’s public stance on a social-political issue can trigger polarised sides which consecutively validates that the controversial outing results in both advocators and boycotters. Furthermore, this study contributes to an increased understanding of how brands can manipulate Corporate Social Advocacy for a long-term effect. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9082835
- author
- Björkman, Hanna LU and Boskovic, Aleksandra LU
- supervisor
- organization
- course
- SKDK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Corporate Social Advocacy, opinionsbildning, varumärkeskommunikation, sociala medier, varumärkeslojalitet, woke-washing, company-cause fit, livsmedelsindustri
- language
- Swedish
- id
- 9082835
- date added to LUP
- 2022-06-27 11:04:24
- date last changed
- 2022-06-27 11:04:24
@misc{9082835,
abstract = {{This study aims to provide insight to the rather new phenomenon Corporate Social Advocacy by examining how it is communicated on social media today and how the message is received by consumers. In order to answer our research questions we have gathered empirical material through two qualitative virtual focus groups consisting of respondents from two different generations: generation X and generation Z. A selection of the company Ben & Jerry’s social-political statements on the social media platform Instagram were discussed within the focus groups. The study proceeded to discuss previous research and theories within the field of brand communication which were then used thematically in the analysis. The analysis contributed with new insight on how customers experience Corporate Social Advocacy on social media along with what this type of brand communication can imply for brands in terms of loyalty, skepticism, advocators, and boycotters. Based on the final analysis of the conducted data, this paper concludes that the way a brand’s message is received depends on the consumer’s subjective attitude along with the brand’s image, basic values and its history. Henceforth, the results demonstrate that a brand’s public stance on a social-political issue can trigger polarised sides which consecutively validates that the controversial outing results in both advocators and boycotters. Furthermore, this study contributes to an increased understanding of how brands can manipulate Corporate Social Advocacy for a long-term effect.}},
author = {{Björkman, Hanna and Boskovic, Aleksandra}},
language = {{swe}},
note = {{Student Paper}},
title = {{"The Good Guys"}},
year = {{2022}},
}