Kommunicera, relatera eller provocera?
(2025) FEKH29 20251Department of Business Administration
- Abstract (Swedish)
- Forskningsfråga: Hur uppfattar unga vuxna en normbrytande tonalitet ifrån varumärken på sociala medier?
Syfte: Syftet med studien är att förstå hur kommunikationen uppfattas och vilka reaktioner unga vuxna får, samt vilka följder som konsumtion och image det får.
Metod: Kvalitativ metod i form av semistrukturerade intervjuer med unga vuxna (18-25 år), kompletterad med utvalda inlägg från Duolingo och Ryanairs egna TikTok och Instagram plattformar.
Teori: Studien har fyra teoretiska perspektiv som tillsammans belyser hur varumärkeskommunikation fungerar och påverkar konsumenter. Teorierna är The Dangers of Common Sense, Customer-Based Brand Equity Model, How Humor in Advertising Works och Watch Your Tone. Tillsammans erbjuder... (More) - Forskningsfråga: Hur uppfattar unga vuxna en normbrytande tonalitet ifrån varumärken på sociala medier?
Syfte: Syftet med studien är att förstå hur kommunikationen uppfattas och vilka reaktioner unga vuxna får, samt vilka följder som konsumtion och image det får.
Metod: Kvalitativ metod i form av semistrukturerade intervjuer med unga vuxna (18-25 år), kompletterad med utvalda inlägg från Duolingo och Ryanairs egna TikTok och Instagram plattformar.
Teori: Studien har fyra teoretiska perspektiv som tillsammans belyser hur varumärkeskommunikation fungerar och påverkar konsumenter. Teorierna är The Dangers of Common Sense, Customer-Based Brand Equity Model, How Humor in Advertising Works och Watch Your Tone. Tillsammans erbjuder teorierna en mångfacetterad förståelse för hur tonalitet och emotionella inslag i digital kommunikation kan bidra till starkare varumärkesengagemang.
Analys: I analysen strukturerades det insamlade materialet tematiskt i tre övergripande kategorier: positiva, ironiska och engagerande faktorer. Dessa fungerade som analytiska ramar för att tydliggöra hur unga vuxna uppfattar och relaterar till normbrytande tonalitet i varumärkeskommunikation. Under dessa kategorier identifierades ytterligare totalt nio underrubriker, formulerade utifrån gemensamma uppfattningar från respondenterna.
Slutsats: Studien visar att unga vuxna generellt uppskattar och är mer benägna att engagera med normbrytande tonalitet i företagskommunikation på sociala medier, förutsatt att den upplevs som genuin och i linje med varumärkets identitet. Samtidigt framgår att mottagarna är kritiska och känsliga för överdriven eller icke autentisk kommunikation. Tonalitetens effekt är alltså kontextberoende och måste anpassas till varumärkets identitet för att uppfattas som trovärdig och engagerande. Det handlar alltså inte enbart om vad som sägs, utan i hög grad om vem som säger det och hur det sägs. (Less) - Abstract
- Research question: How do young adults perceive a norm-breaking tone of voice from brands on social media?
Purpose: The purpose of the study is to understand how the communication is perceived, what reactions it evokes from young adults, as well as what consequences it has for consumption and brand image.
Methodology: A qualitative method in the form of semi-structured interviews with young adults (ages 18-25), complemented by selected posts from Duolingo’s and Ryanair’s official TikTok and Instagram platforms.
Theories: The study is based on four theoretical perspectives that together shed light on how brand communication functions and influences consumers. The theories are The Dangers of Common Sense, Customer-Based Brand... (More) - Research question: How do young adults perceive a norm-breaking tone of voice from brands on social media?
Purpose: The purpose of the study is to understand how the communication is perceived, what reactions it evokes from young adults, as well as what consequences it has for consumption and brand image.
Methodology: A qualitative method in the form of semi-structured interviews with young adults (ages 18-25), complemented by selected posts from Duolingo’s and Ryanair’s official TikTok and Instagram platforms.
Theories: The study is based on four theoretical perspectives that together shed light on how brand communication functions and influences consumers. The theories are The Dangers of Common Sense, Customer-Based Brand Equity Model, How Humor in Advertising Works & Watch Your Tone. Together, these frameworks offer a multifaceted understanding of how tone of voice and emotional elements in digital communication can contribute to stronger brand engagement.
Analysis: The collected material was thematically structured into three overarching categories: positive, ironic and engaging factors. These served as analytical frameworks to clarify how young adults perceive and relate to a norm-breaking tone in brand communication. Within these categories a total of nine sub-themes were identified, formulated based on common perceptions expressed by the respondents.
Conclusion: The study shows that young adults generally appreciate and are more likely to engage with brands that have a norm-breaking tone in corporate communication on social media, provided it is perceived as genuine and aligned with the brand’s identity. At the same time the findings reveal that recipients are critical and sensitive to exaggerated or inauthentic messaging. The effect of tone is therefore context-dependent and must be adapted to the brand’s identity to be perceived as credible and engaging. It is not only about what is said, but very much about who says it and how it is said. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9197607
- author
- Arvidsson, Elsa LU ; Jönsson, Leia LU and Olnäs, Leonora LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Normbrytande tonalitet, Sociala medier, Varumärkeskommunikation, Humor, Sarkasm, Trend, Autenticitet, Unga vuxna, Duolingo, Ryanair, Digital marknadsföring
- language
- Swedish
- id
- 9197607
- date added to LUP
- 2025-07-02 11:05:33
- date last changed
- 2025-07-02 11:05:33
@misc{9197607,
abstract = {{Research question: How do young adults perceive a norm-breaking tone of voice from brands on social media?
Purpose: The purpose of the study is to understand how the communication is perceived, what reactions it evokes from young adults, as well as what consequences it has for consumption and brand image.
Methodology: A qualitative method in the form of semi-structured interviews with young adults (ages 18-25), complemented by selected posts from Duolingo’s and Ryanair’s official TikTok and Instagram platforms.
Theories: The study is based on four theoretical perspectives that together shed light on how brand communication functions and influences consumers. The theories are The Dangers of Common Sense, Customer-Based Brand Equity Model, How Humor in Advertising Works & Watch Your Tone. Together, these frameworks offer a multifaceted understanding of how tone of voice and emotional elements in digital communication can contribute to stronger brand engagement.
Analysis: The collected material was thematically structured into three overarching categories: positive, ironic and engaging factors. These served as analytical frameworks to clarify how young adults perceive and relate to a norm-breaking tone in brand communication. Within these categories a total of nine sub-themes were identified, formulated based on common perceptions expressed by the respondents.
Conclusion: The study shows that young adults generally appreciate and are more likely to engage with brands that have a norm-breaking tone in corporate communication on social media, provided it is perceived as genuine and aligned with the brand’s identity. At the same time the findings reveal that recipients are critical and sensitive to exaggerated or inauthentic messaging. The effect of tone is therefore context-dependent and must be adapted to the brand’s identity to be perceived as credible and engaging. It is not only about what is said, but very much about who says it and how it is said.}},
author = {{Arvidsson, Elsa and Jönsson, Leia and Olnäs, Leonora}},
language = {{swe}},
note = {{Student Paper}},
title = {{Kommunicera, relatera eller provocera?}},
year = {{2025}},
}