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Nya Möjligheter för Kontroversiella Varumärken-En studie kring kontroversiella varumärkens framfart i sociala medier


As commonly known, Social Media is a rapidly growing area. Since consumers to a great extent are present in Social Media, this new internet environment is increasing in relevance for consumer marketing. For controversial brands that are regulated in conventional marketing channels Social Media is an extra ordinary marketing opportunity, since social media is a legal grey area. More and more controversial brands are taking advantage of this opportunity, but the effects of these marketing activities are fairly unknown. Therefore there is an interest in examining the controversial brands marketing progression in Social Media. Is the marketing in Social Media value adding for the controversial brands? And how do consumers react? In this thesis we will examine these questions by observing how consumers react to a YouTube commercial with a manipulated generic and controversial brand as transmitters. Then a comparison will be possible to execute of how generic and controversial brands are interpreted by consumers on YouTube. We will also examine how popular Social Media functions as like/dislike actions might affect the outcome. Existing relevant theory about word-of-mouth, brand attitudes and the third-person-effect were used to form hypotheses about the questions. A quantitative study was performed where the results revealed that the respondents had a negative brand attitude towards controversial brands on YouTube, but they were more likely to judge the commercial based on the entertainment value rather than on brand attitude. The like/dislike function was shown to be irrelevant as word-of-mouth actions, but the consumers where more likely to have the intention to use the like/dislike function in cases of controversial brands even though they did not act in this manner. The like/dislike function also had a significant third-person-effect. Altogether it seemed as controversial brands were not damaged by marketing efforts in Social Media and the brand managers of controversial brands should focus on creating commercials for Social Media with a high entertainment value.

Författare

Jesper Wallin Joanna Runesson

Lärosäte och institution

Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

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