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Den Vanvördiga Paradoxen: Unga vuxna konsumenters uppfattning av ett vanvördigt tonfall på varumärkens sociala medier

Baumann, Joel LU and Cederlund, Douglas LU (2024) FEKH29 20241
Department of Business Administration
Abstract
Title: The Irreverent Paradox: Young adult consumers' perceptions of an irreverent tone on brands' social media
Seminar date: May 30th 2024
Course: FEKH29, Degree Project Undergraduate level in marketing, 15 UPC
Authors: Joel Baumann & Douglas Cederlund
Advisor/s: Nikos Macheridis
Key words: Social media marketing; Tone of voice; Irreverence; Consumer experiences; Authenticity
Research question: How do consumers perceive brands' use of an irreverent tone of voice on social media, and how does this affect their relationship with and perception of the brand?
Purpose: To investigate consumers' experiences of an irreverent tone of voice from brands on social media, in order to make a theoretical contribution and clarify the practical... (More)
Title: The Irreverent Paradox: Young adult consumers' perceptions of an irreverent tone on brands' social media
Seminar date: May 30th 2024
Course: FEKH29, Degree Project Undergraduate level in marketing, 15 UPC
Authors: Joel Baumann & Douglas Cederlund
Advisor/s: Nikos Macheridis
Key words: Social media marketing; Tone of voice; Irreverence; Consumer experiences; Authenticity
Research question: How do consumers perceive brands' use of an irreverent tone of voice on social media, and how does this affect their relationship with and perception of the brand?
Purpose: To investigate consumers' experiences of an irreverent tone of voice from brands on social media, in order to make a theoretical contribution and clarify the practical application in these communication channels.
Methodology: A qualitative study, examining social media content from four case companies using netnography and focus groups.
Theoretical perspectives: The theoretical framework consists of three aspects: tone of voice and situational involvement; Communication Accommodation Theory in a social media and brand context; and the relationship between consumer motivation and social relatedness.
Result: Empirical evidence shows that the case companies use an irreverent tone on social media, which includes sarcasm, humor and aggressiveness. Some consistently use an irreverent tone of voice in all their communication, while others vary their tone depending on the context. While the focus group’s participants often found this tone entertaining and engaging, they could perceive it as disrespectful and negatively affect brand perception. Engagement increased when the tone was perceived as authentic and appropriate for the brand's image.
Conclusions: The study indicates that a disrespectful tone of voice can affect consumers' perception of the brand both positively and negatively. Consumers tended to appreciate an irreverent tone when perceived as authentic and consistent with the brand's image. An irreverent tone can also increase engagement on social media, but there is a risk that overuse leads to reduced interest over time. (Less)
Please use this url to cite or link to this publication:
author
Baumann, Joel LU and Cederlund, Douglas LU
supervisor
organization
course
FEKH29 20241
year
type
M2 - Bachelor Degree
subject
keywords
Marknadsföring i sociala medier, tonfall, vanvördighet, konsumentupplevelser, autencitet
language
Swedish
id
9167921
date added to LUP
2024-06-28 11:26:09
date last changed
2024-06-28 11:26:09
@misc{9167921,
  abstract     = {{Title: The Irreverent Paradox: Young adult consumers' perceptions of an irreverent tone on brands' social media
Seminar date: May 30th 2024
Course: FEKH29, Degree Project Undergraduate level in marketing, 15 UPC
Authors: Joel Baumann & Douglas Cederlund
Advisor/s: Nikos Macheridis
Key words: Social media marketing; Tone of voice; Irreverence; Consumer experiences; Authenticity
Research question: How do consumers perceive brands' use of an irreverent tone of voice on social media, and how does this affect their relationship with and perception of the brand?
Purpose: To investigate consumers' experiences of an irreverent tone of voice from brands on social media, in order to make a theoretical contribution and clarify the practical application in these communication channels.
Methodology: A qualitative study, examining social media content from four case companies using netnography and focus groups.
Theoretical perspectives: The theoretical framework consists of three aspects: tone of voice and situational involvement; Communication Accommodation Theory in a social media and brand context; and the relationship between consumer motivation and social relatedness.
Result: Empirical evidence shows that the case companies use an irreverent tone on social media, which includes sarcasm, humor and aggressiveness. Some consistently use an irreverent tone of voice in all their communication, while others vary their tone depending on the context. While the focus group’s participants often found this tone entertaining and engaging, they could perceive it as disrespectful and negatively affect brand perception. Engagement increased when the tone was perceived as authentic and appropriate for the brand's image. 
Conclusions: The study indicates that a disrespectful tone of voice can affect consumers' perception of the brand both positively and negatively. Consumers tended to appreciate an irreverent tone when perceived as authentic and consistent with the brand's image. An irreverent tone can also increase engagement on social media, but there is a risk that overuse leads to reduced interest over time.}},
  author       = {{Baumann, Joel and Cederlund, Douglas}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den Vanvördiga Paradoxen: Unga vuxna konsumenters uppfattning av ett vanvördigt tonfall på varumärkens sociala medier}},
  year         = {{2024}},
}