Force-ing intentions: a quantitative study of public brand communication on social media and its impact on behavioral intentions in young adults
(2024) SKOK11 20241Department of Strategic Communication
- Abstract
- This thesis aims to investigate how brand communication can be used by public organizations to affect young adults’ behavioral intentions, and if brand communication on social media can contribute to building positive brand attitudes. The study focuses on the authority The Swedish Armed Forces and how young adult’s attitudes and intentions towards enrolling in Swedish Defense Conscription are affected by brand communication on social media. The thesis applies a positivistic approach and is built on an analysis of collected data from a quantitative survey questionnaire. Based on previous research and the Theory of Planned Behavior (TPB), two theoretical models were created to show the expected relationship between the variables and the... (More)
- This thesis aims to investigate how brand communication can be used by public organizations to affect young adults’ behavioral intentions, and if brand communication on social media can contribute to building positive brand attitudes. The study focuses on the authority The Swedish Armed Forces and how young adult’s attitudes and intentions towards enrolling in Swedish Defense Conscription are affected by brand communication on social media. The thesis applies a positivistic approach and is built on an analysis of collected data from a quantitative survey questionnaire. Based on previous research and the Theory of Planned Behavior (TPB), two theoretical models were created to show the expected relationship between the variables and the hypotheses. The results show statistically significant relationships between the independent and dependent variables of the two models. It was found that part of the behavioral intentions could be explained by brand attitudes, brand community norms, and brand knowledge and that social media exposure had a positive impact on brand attitudes. However, it was shown that brand community norms had a negative effect on behavioral intentions. To summarize, the study contributes to the research field of strategic communication by showing a relationship between brand communication and the intentions towards enrollment in public organizations, as well as showing the importance of social media in the creation of brand attitudes toward public brands. Lastly, suggestions for future research are presented to find new perspectives and get a deeper understanding of the subject. (Less)
- Abstract (Swedish)
- Denna studie syftar till att undersöka hur varumärkeskommunikation kan användas av offentliga organisationer för att påverka unga vuxnas beteendeintentioner, samt om varumärkeskommunikation på sociala medier kan bidra till att bygga positiva varumärkesattityder. Studien fokuserar på den svenska myndigheten Försvarsmakten och hur unga vuxnas attityder och intentioner att genomföra värnplikten påverkas av varumärkeskommunikation på sociala medier. Studien har en positivistisk utgångspunkt och bygger på analys av data insamlad genom en kvantitativ enkätundersökning. Baserat på tidigare forskning och teorin om planerat beteende (TPB), skapades två teoretiska modeller för att påvisa det förväntade sambandet mellan studiens variabler och... (More)
- Denna studie syftar till att undersöka hur varumärkeskommunikation kan användas av offentliga organisationer för att påverka unga vuxnas beteendeintentioner, samt om varumärkeskommunikation på sociala medier kan bidra till att bygga positiva varumärkesattityder. Studien fokuserar på den svenska myndigheten Försvarsmakten och hur unga vuxnas attityder och intentioner att genomföra värnplikten påverkas av varumärkeskommunikation på sociala medier. Studien har en positivistisk utgångspunkt och bygger på analys av data insamlad genom en kvantitativ enkätundersökning. Baserat på tidigare forskning och teorin om planerat beteende (TPB), skapades två teoretiska modeller för att påvisa det förväntade sambandet mellan studiens variabler och hypoteser. Resultaten visar statistiskt signifikanta samband mellan studiens oberoende och beroende variabler i de båda modellerna. Det visade sig att stor del av beteendeintentioner kan förklaras av varumärkesattityder, varumärkesgemenskapsnormer och varumärkeskunskap, samt att exponering för varumärkeskommunikation på sociala medier hade en positiv inverkan på varumärkesattityder. Däremot påvisades det att varumärkesgemenskapsnormer hade en negativ effekt på beteendeintentioner. Sammanfattningsvis bidrar studien till forskningsfältet inom strategisk kommunikation genom att påvisa ett samband mellan varumärkeskommunikation och intentionerna att söka sig till offentliga organisationer, samt vikten av sociala medier i skapandet av varumärkesattityder gentemot offentliga varumärken. Avslutningsvis presenteras förslag på framtida forskning utifrån andra perspektiv för att fördjupa förståelsen av ämnet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9154579
- author
- Hellström, Sara LU and Rydin, Matilda
- supervisor
- organization
- course
- SKOK11 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- behavioral intentions, Theory of Planned Behavior, young adults, public brand communication, brand attitudes, social media communication, employer branding
- language
- English
- id
- 9154579
- date added to LUP
- 2024-06-04 11:06:46
- date last changed
- 2024-06-04 11:06:46
@misc{9154579, abstract = {{This thesis aims to investigate how brand communication can be used by public organizations to affect young adults’ behavioral intentions, and if brand communication on social media can contribute to building positive brand attitudes. The study focuses on the authority The Swedish Armed Forces and how young adult’s attitudes and intentions towards enrolling in Swedish Defense Conscription are affected by brand communication on social media. The thesis applies a positivistic approach and is built on an analysis of collected data from a quantitative survey questionnaire. Based on previous research and the Theory of Planned Behavior (TPB), two theoretical models were created to show the expected relationship between the variables and the hypotheses. The results show statistically significant relationships between the independent and dependent variables of the two models. It was found that part of the behavioral intentions could be explained by brand attitudes, brand community norms, and brand knowledge and that social media exposure had a positive impact on brand attitudes. However, it was shown that brand community norms had a negative effect on behavioral intentions. To summarize, the study contributes to the research field of strategic communication by showing a relationship between brand communication and the intentions towards enrollment in public organizations, as well as showing the importance of social media in the creation of brand attitudes toward public brands. Lastly, suggestions for future research are presented to find new perspectives and get a deeper understanding of the subject.}}, author = {{Hellström, Sara and Rydin, Matilda}}, language = {{eng}}, note = {{Student Paper}}, title = {{Force-ing intentions: a quantitative study of public brand communication on social media and its impact on behavioral intentions in young adults}}, year = {{2024}}, }