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Hur interaktivitet skapar engagemang och lojalitet
InteractivityCommitmentLoyaltySensemakingRhetoricDigital CampaignsDigital marketingBrandQualitative Content AnalysisInteraktivitetEngagemangLojalitetMeningsskapandeRetorikDigitala KampanjerDigital MarknadsföringVarumärkeKvalitativ Innehållsanalys
Digital marketing has been changing continuously and rapidly since the introduction of Web2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users intheir digital marketing by providing with interactive contents in digital campaigns. The digitalcampaigns are getting more converge with SNS (social networking sites) in order to let the usershare the content with others and therefore the e-WOM (electronic word of mouth) helps thecompanies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014).The interactive content in the digital campaigns have shown to provide for engaged users andtherefore leads to loyal users. The reason for this has its roots in the culture of consumptionthat has brought our everyday consumption to a whole new level where we no longer justconsumes a product, we are the brand (Davis, 2013).The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elementsthat companies use to engage the user to interact with the content of the digital campaigns.The study is based on four digital campaigns in four different market areas in order to providewith an overall picture of how companies work with interactive and rhetorical elements. Thusthe study falls into the area of marketing and branding. The study is conducted with aqualitative content analysis and a rhetorical analysis in order to interpret the interactive andrhetorical elements in the four digital campaigns. Our goal for this study is therefore not to seeto what the digital campaigns in the study has failed on, neither to create a new theoreticalframework.Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, thestudy showed that in order to engage users in digital campaigns the content needs to respondfast. The interactive parts, such as toolbars and various clickable icons, needs to engage theuser. Also, the digital campaigns in the study all showed the rhetorical element pathos, whichappeared in their attempts to persuade the user. Thus makes the rhetorical elements in thedigital campaigns important so that the users will feel an urge to engage with the content.