Denna studie har undersökt cancelkulturen på sociala medier och hur detta påverkar företag respektive influencers. Syftet var att identifiera och skapa bättre förståelse för konsumenters interaktioner efter en varumärkesskandal och således jämföra konsekvenserna för de olika typerna av varumärken. Genom dessa insikter ämnar studien att öka kunskapen kring hur företag och influencers borde förebygga och hantera kriser. I undersökningen användes metoder av både kvalitativt och kvantitativt slag. En enkät med 200 respondenter genomfördes, där frågor kring användandet och agerandet på sociala medier samt deras inställningar till olika typer av skandaler besvarades. Efter insamlat material från enkäten skapades en fokusgrupp med sex respondenter, där kompletterande frågor ställdes och djupare diskussioner hölls. Resultaten från undersökningarna analyserades och kategoriserades för att belysa likheter och skillnader, dels mellan respondenternas interaktion gentemot varumärken efter en skandal, dels hur konsekvenserna ser ut för företag respektive influencers. Vi kunde utifrån resultatet identifiera att influencer drabbas hårdare av skandaler. De ansågs enklare att byta ut, då deras innehåll främst är underhållningsbaserat och utbudet av underhållning redan är stort. Företag, till skillnad från influencers, visade sig svårare att ta avstånd från, då motsvarigheter i utbud upplevdes besvärligt att finna, vilket ledde till att deras vanor övervann moralen. Influencer marketing som marknadsföringsmodell har börjat ifrågasätts på grund av misstro och brist på genuinitet, vilket hotar hållbarheten av affärsmodellens och branschens framtid. / This study has investigated the cancel culture on social media and how this affects companies and influencers respectively. The aim was to identify and create a better understanding of consumer interactions after a brand scandal and thus compare the consequences for the different types of brands. Through these insights, the study aims to increase knowledge about how companies and influencers should prevent and manage crises. Both qualitative and quantitative methods were used in the investigation. A survey with 200 respondents was conducted, where questions about the use and actions on social media as well as their attitudes to different types of scandals were answered. After collecting material from the survey, a focus group was created with six respondents, where supplementary questions were asked and deeper discussions were held. The results from the surveys were analyzed and categorized to highlight similarities and differences, partly between the respondents' interaction with brands after a scandal, partly how the consequences affect companies and influencers respectively. Based on the results, we could identify that influencers are more negatively affected by scandals. They were considered easier to replace, as their content is mainly entertainment based and the range of entertainment is already large. Companies, unlike influencers, proved more difficult to disassociate from, as equivalents in supply were perceived as difficult to find, which led to their habits overcoming morality. Influencer marketing as a marketing model has begun to be questioned due to distrust and lack of authenticity, which threatens the sustainability of the business model and the future of the industry.

[pt] Os pontos de venda (PDV) de empresas de moda compreendem dimensões que se ampliam para além da venda de produtos ou das características do espaço físico. A presente pesquisa reafirma a dimensão social desses ambientes e ressalta que neles configura-se um tipo de experiência, de caráter tanto individual quanto social, também relacionada com a dimensão emocional e simbólica, dada pela construção/expressão de significados que se apresenta nas relações de valor dos indivíduos com as marcas em nossa sociedade industrial-capitalistacontemporânea. Soma-se ainda, a esse complexo contexto, o caráter interdisciplinar do Design do PDV (Saddi, 2008) identificado pelas interfaces entre um conjunto de projetos de várias áreas de conhecimento, tais como: design, arquitetura, publicidade, branding e marketing. O objeto da atual pesquisa consiste nas articulações e novos conhecimentos gerados no contexto interdisciplinar dos projetos para PDV, identificados em projetos para flagship stores, concept stores e pop-up stores de marcas de varejo de moda. Através de nossa pesquisa qualitativa, realizada por meio de entrevistas com especialistas e observações diretas, além da pesquisa bibliográfica e documental identificamos nesse contexto a presença de novos conhecimentos e práticas, tanto para o design quanto para a arquitetura que, por sua vez, apontam para a formação de uma nova área de conhecimento e especialização neste campo. / [en] Points of purchase (POP) for fashion companies comprise dimensions that extend beyond the sale of products or the characteristics of the physical space. This research reaffirms the social dimension of these environments and emphasizes that on them is configured a kind of experience, both individual and social character, also related to the emotional and symbolic dimensions, given by the construction/expression of meanings that appears in the value relations of individuals with the brands in our contemporary-capitalist-industrial-society. In this complex context, is added: the interdisciplinary character of the POP Design identified by the interfaces between a set of projects in various areas of knowledge, such as design, architecture, advertising, branding, management and marketing. The object of this research are the joints and new knowledge generated in the interdisciplinary context of projects for POP, identified in flagship stores, concept stores and pop-up stores for fashion retail brands. Through our qualitativeresearch, conducted by interviews with experts and direct observations, in addition to literature and documents, we identified that this context demonstrates the presence of new knowledge and practices, both for design and for the architecture, which indicates the formation of a new area of knowledge and expertise in this field.