Dela, engagera, byt: gemenskap som skapar förändring
(2023) SKDK11 20231Department of Strategic Communication
- Abstract (Swedish)
- I nuläget har textilkonsumtion en betydande negativ miljöpåverkan och behovet av hållbara konsumtionsmönster blir allt mer brådskande, konsekvent har modeindustrin en central roll i att främja förändring. För att hantera industrins utmaningar kring miljöpåverkan, utforskar denna studie styrkan i engagemang och community-byggande aktiviteter på Instagram.
Studien som presenteras undersöker hur ett företag inom modeindustrin kan använda sin kommunikation på sociala medier för att etablera ett starkt varumärkescommunity och mervärde för sin publik. Genom att kartlägga modeföretaget Popswaps kommunikation på Instagram, utifrån en innehållsanalys med en hermeneutisk utgångspunkt, syftar studien till att generera en djupare förståelse för... (More) - I nuläget har textilkonsumtion en betydande negativ miljöpåverkan och behovet av hållbara konsumtionsmönster blir allt mer brådskande, konsekvent har modeindustrin en central roll i att främja förändring. För att hantera industrins utmaningar kring miljöpåverkan, utforskar denna studie styrkan i engagemang och community-byggande aktiviteter på Instagram.
Studien som presenteras undersöker hur ett företag inom modeindustrin kan använda sin kommunikation på sociala medier för att etablera ett starkt varumärkescommunity och mervärde för sin publik. Genom att kartlägga modeföretaget Popswaps kommunikation på Instagram, utifrån en innehållsanalys med en hermeneutisk utgångspunkt, syftar studien till att generera en djupare förståelse för engagerande taktiker och budskap som kan användas för att generera varumärkeslojalitet och engagemang. Resultatet visade att Popswap använder olika budskap relaterat till mode, hållbarhet och konsumtion i sina Instagram-inlägg för att effektivt nå sin målgrupp. Företaget uppmanar användarna att delta i deras hållbarhetsinitiativ genom att nyttja applikationens funktioner och integrera med deras innehåll på Instagram. Studien identifierade även att kommunikationen inkluderade upplysning och vägledning utifrån att företaget gav konkreta exempel på hur ett aktivt deltagande i communityt kan bidra till en mer hållbar modeindustri. Framförallt hur Instagram kan användas som en kanal för att driva positiv förändring och generera en gemenskap som inspirerar till ett mer hållbart konsumtionsbeteende. (Less) - Abstract
- Currently, textile consumption has a significant negative environmental impact, and the need for sustainable consumption patterns is becoming increasingly urgent. Consistently, the fashion industry plays a central role in promoting change. To address the industry's challenges regarding environmental impact, this study explores the strength of engagement and community-building activities on Instagram.
The presented study examines how a company in the fashion industry can use its communication on social media to establish a strong brand community and provide added value to its audience. By mapping the communication of the fashion company Popswaps on Instagram, based on a content analysis with a hermeneutic approach, the study aims to... (More) - Currently, textile consumption has a significant negative environmental impact, and the need for sustainable consumption patterns is becoming increasingly urgent. Consistently, the fashion industry plays a central role in promoting change. To address the industry's challenges regarding environmental impact, this study explores the strength of engagement and community-building activities on Instagram.
The presented study examines how a company in the fashion industry can use its communication on social media to establish a strong brand community and provide added value to its audience. By mapping the communication of the fashion company Popswaps on Instagram, based on a content analysis with a hermeneutic approach, the study aims to generate a deeper understanding of engaging tactics and messages that can be used to generate brand loyalty and engagement. The results showed that Popswap uses various messages related to fashion, sustainability, and consumption in its Instagram posts to effectively reach its target audience. The company encourages users to participate in their sustainability initiatives by utilizing the application's features and integrating with their content on Instagram. The study also identified that the communication included education and guidance, as the company provided concrete examples of how active participation in the community can contribute to a more sustainable fashion industry. Above all, it highlighted how Instagram can be used as a channel to drive positive change and create a community that inspires more sustainable consumption behavior. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9118581
- author
- Forsgren, Emma LU and Stattin, Ella
- supervisor
- organization
- course
- SKDK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Cirkulärt mode, engagemang, community, värdeskapande, Instagram
- language
- Swedish
- id
- 9118581
- date added to LUP
- 2023-06-08 11:58:10
- date last changed
- 2023-06-08 11:58:10
@misc{9118581,
abstract = {{Currently, textile consumption has a significant negative environmental impact, and the need for sustainable consumption patterns is becoming increasingly urgent. Consistently, the fashion industry plays a central role in promoting change. To address the industry's challenges regarding environmental impact, this study explores the strength of engagement and community-building activities on Instagram.
The presented study examines how a company in the fashion industry can use its communication on social media to establish a strong brand community and provide added value to its audience. By mapping the communication of the fashion company Popswaps on Instagram, based on a content analysis with a hermeneutic approach, the study aims to generate a deeper understanding of engaging tactics and messages that can be used to generate brand loyalty and engagement. The results showed that Popswap uses various messages related to fashion, sustainability, and consumption in its Instagram posts to effectively reach its target audience. The company encourages users to participate in their sustainability initiatives by utilizing the application's features and integrating with their content on Instagram. The study also identified that the communication included education and guidance, as the company provided concrete examples of how active participation in the community can contribute to a more sustainable fashion industry. Above all, it highlighted how Instagram can be used as a channel to drive positive change and create a community that inspires more sustainable consumption behavior.}},
author = {{Forsgren, Emma and Stattin, Ella}},
language = {{swe}},
note = {{Student Paper}},
title = {{Dela, engagera, byt: gemenskap som skapar förändring}},
year = {{2023}},
}