The Devil May Wear Prada, but the Devil Is Balenciaga: A Case Study Analyzing the Spread of Conspiracy Theories on Social Media Using the SPIN-Framework
(2024) FEKH29 20241Department of Business Administration
- Abstract
- In November 2022, Balenciaga became the target of a widespread brand conspiracy theory. The Balenciaga conspiracy theory saw a viral spread on social media, with it escalating quickly, leading to offline ramifications. To best answer the research question "how does a brand conspiracy theory spread on social media, using the 2022 Balenciaga campaigns as a case study?", a virality framework, namely the SPIN-framework proposed by Mills (2012), will be used. This framework breaks down subgoals which are necessary to increase the chance of gaining virality, and the rate of fulfillment for each subgoal will map the successes and potential pitfalls of the conspiracy theories’ spread. To analyze the spread of a brand conspiracy theory on social... (More)
- In November 2022, Balenciaga became the target of a widespread brand conspiracy theory. The Balenciaga conspiracy theory saw a viral spread on social media, with it escalating quickly, leading to offline ramifications. To best answer the research question "how does a brand conspiracy theory spread on social media, using the 2022 Balenciaga campaigns as a case study?", a virality framework, namely the SPIN-framework proposed by Mills (2012), will be used. This framework breaks down subgoals which are necessary to increase the chance of gaining virality, and the rate of fulfillment for each subgoal will map the successes and potential pitfalls of the conspiracy theories’ spread. To analyze the spread of a brand conspiracy theory on social media, a netnographic case study will be performed. This method allows us to establish a timeline and track the chronological development of the conspiracy theories.
In this thesis we will show how the Balenciaga conspiracy theory spread through several online and offline media platforms, with a tweet posted to half a million users accelerating the notoriety to other social media posts and articles in legacy media, such as traditional news outlets. Although the conspiracy spread quickly, attention briskly dwindled. Less than two months after the birth of the conspiracy theory, the narrative shifted from support of the controversy to criticism, with several users condemning the lack of factual basis to the claims. The Balenciaga case fulfilled the subgoals presented by Mills in the SPIN-framework, leading to a viral spread on social media. The believers in the conspiracy theory preferred sensationalism over substance, commonly spreading misinformation and disregarding the truth. This thesis shows the need to implement systems which track the attitude towards the brand on social media in order to allow the marketing manager to get ahead of the narrative. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9163241
- author
- Norberg, Nelson LU ; Norberg, Tycho LU and Persson, Fredrik LU
- supervisor
- organization
- course
- FEKH29 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- Balenciaga Campaign Conspiracy Theory Social Media Virality
- language
- English
- id
- 9163241
- date added to LUP
- 2024-06-28 11:33:56
- date last changed
- 2024-06-28 11:33:56
@misc{9163241,
abstract = {{In November 2022, Balenciaga became the target of a widespread brand conspiracy theory. The Balenciaga conspiracy theory saw a viral spread on social media, with it escalating quickly, leading to offline ramifications. To best answer the research question "how does a brand conspiracy theory spread on social media, using the 2022 Balenciaga campaigns as a case study?", a virality framework, namely the SPIN-framework proposed by Mills (2012), will be used. This framework breaks down subgoals which are necessary to increase the chance of gaining virality, and the rate of fulfillment for each subgoal will map the successes and potential pitfalls of the conspiracy theories’ spread. To analyze the spread of a brand conspiracy theory on social media, a netnographic case study will be performed. This method allows us to establish a timeline and track the chronological development of the conspiracy theories.
In this thesis we will show how the Balenciaga conspiracy theory spread through several online and offline media platforms, with a tweet posted to half a million users accelerating the notoriety to other social media posts and articles in legacy media, such as traditional news outlets. Although the conspiracy spread quickly, attention briskly dwindled. Less than two months after the birth of the conspiracy theory, the narrative shifted from support of the controversy to criticism, with several users condemning the lack of factual basis to the claims. The Balenciaga case fulfilled the subgoals presented by Mills in the SPIN-framework, leading to a viral spread on social media. The believers in the conspiracy theory preferred sensationalism over substance, commonly spreading misinformation and disregarding the truth. This thesis shows the need to implement systems which track the attitude towards the brand on social media in order to allow the marketing manager to get ahead of the narrative.}},
author = {{Norberg, Nelson and Norberg, Tycho and Persson, Fredrik}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Devil May Wear Prada, but the Devil Is Balenciaga: A Case Study Analyzing the Spread of Conspiracy Theories on Social Media Using the SPIN-Framework}},
year = {{2024}},
}