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The Boring (But Very Important) Thesis.

Roxenius, Smilla LU and Wikander, Ida LU (2025) SKDK11 20251
Department of Strategic Communication
Abstract
With the rise of social media and an overwhelming amount of information, brands must find ways to stand out amidst the noise. In response to growing consumer skepticism toward traditional marketing, anti-marketing strategies have emerged to capture attention in new ways. This thesis examines the use of anti-marketing strategies in comparison to traditional marketing on Instagram, using Oatly as a case study. Motivated by a gap in the literature on anti-marketing in social media branding, this study analyzes how Oatly applies and blends these marketing strategies. This is conducted through a mixed-methods research approach consisting of a quantitative coding analysis and a qualitative thematic analysis.

This study draws findings from... (More)
With the rise of social media and an overwhelming amount of information, brands must find ways to stand out amidst the noise. In response to growing consumer skepticism toward traditional marketing, anti-marketing strategies have emerged to capture attention in new ways. This thesis examines the use of anti-marketing strategies in comparison to traditional marketing on Instagram, using Oatly as a case study. Motivated by a gap in the literature on anti-marketing in social media branding, this study analyzes how Oatly applies and blends these marketing strategies. This is conducted through a mixed-methods research approach consisting of a quantitative coding analysis and a qualitative thematic analysis.

This study draws findings from various theoretical phenomena and develops a definition of anti-marketing as an umbrella term of bold, unconventional approaches to promotion. The findings reveal that Oatly blends anti-marketing elements, like self-irony, meta-performance and curated authenticity with traditional marketing tools such as product placements and influencer endorsements, creating a hybrid strategy. Rather than rejecting traditional marketing, Oatly adapts it through a postmodern lens, using irony and reflexivity to engage today’s skeptical, media-savvy audience. The thesis concludes that successful digital branding doesn’t require rejecting traditional strategies but adapting them within a postmodern framework that aligns with contemporary values, aesthetics and communication methods. (Less)
Please use this url to cite or link to this publication:
author
Roxenius, Smilla LU and Wikander, Ida LU
supervisor
organization
alternative title
A Case Study on Anti-Marketing Communication on Social Media
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
anti-marketing, traditional marketing, digital communication, strategic communication, branding communication, marketing strategies, Instagram, Oatly
language
English
id
9192331
date added to LUP
2025-06-30 11:15:42
date last changed
2025-06-30 11:15:42
@misc{9192331,
  abstract     = {{With the rise of social media and an overwhelming amount of information, brands must find ways to stand out amidst the noise. In response to growing consumer skepticism toward traditional marketing, anti-marketing strategies have emerged to capture attention in new ways. This thesis examines the use of anti-marketing strategies in comparison to traditional marketing on Instagram, using Oatly as a case study. Motivated by a gap in the literature on anti-marketing in social media branding, this study analyzes how Oatly applies and blends these marketing strategies. This is conducted through a mixed-methods research approach consisting of a quantitative coding analysis and a qualitative thematic analysis.

This study draws findings from various theoretical phenomena and develops a definition of anti-marketing as an umbrella term of bold, unconventional approaches to promotion. The findings reveal that Oatly blends anti-marketing elements, like self-irony, meta-performance and curated authenticity with traditional marketing tools such as product placements and influencer endorsements, creating a hybrid strategy. Rather than rejecting traditional marketing, Oatly adapts it through a postmodern lens, using irony and reflexivity to engage today’s skeptical, media-savvy audience. The thesis concludes that successful digital branding doesn’t require rejecting traditional strategies but adapting them within a postmodern framework that aligns with contemporary values, aesthetics and communication methods.}},
  author       = {{Roxenius, Smilla and Wikander, Ida}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Boring (But Very Important) Thesis.}},
  year         = {{2025}},
}