The purpose with this thesis has been to see how interaction due to a campaign that led to reactions can be a trigger for individuals making comments and responding on social media. To see how interaction on a campaign that brought up reactions between individualsunfamiliar with each other. To see which positions that can be discovered. To see how interaction on social media can be understood through a social and a technical perspective. To see in what way interaction on social media can work as a way to define what you think or where you stand. And also to see what it is in Suitsupply ́s campaign that creates reactions and provocates. With focus on a qualitative method a content analysis was conducted on three social media sites, Facebook, Instagram and Twitter. With the gathered result it shows that campaigns in this case has created reactions on Facebook and Instagram can be a way for individuals to interact with one another. By commenting they clarify what they will say and which position they take. On the studied platforms the individuals has commented and the creation of interactivity has been understood by the chosen theory. The results showed that the interaction differs on Twitter.

This bachelor thesis aims to increase the knowledge of why companies use provocative marketing. To do so, theories that are relevant to the study have been useful, which later arose in relation to opinions of specialists in the subject of marketing. The method of the study is structured through a qualitative study using interviews and already established theories to fulfil the purpose of this study, therefore the study is inspired by an abductive research approach. The conclusion of the study is that the results suggest that companies using provocative marketing in their way of communication on the marketplace are aware of the risk and rewards that comes with such a method of use. Based on the specialists who answered the interview questions, and established theories, for companies to possess knowledge of the risks and rewards that comes with using provocative marketing, makes it relevant to conclude and therefore assume, that the rewards clearly outweigh the risks that comes with such a method of choice when it comes to marketing. / Problemfrågeställning: Vilka konsekvenser kan provokativ marknadsföring resultera i för företag? Syfte: Syftet med studien är att bidra med ökad förståelse om varför företag använder sig av provokativ marknadsföring. Metod: Studien är uppbyggd genom en kvalitativ undersökning med intervjuer som grund för empirin samt är inspirerad av en abduktiv metodansats. Slutsats: Resultatet av studien indikerade på att olika företag använder sig av provokativ marknadsföring då det är ett användbart verktyg för att differentiera sig på ett trafikerat reklamlandskap och därmed sticka ut. Riskerna som användning av provokation inom marknadsföringen medför för olika företag hamnar således i skymundan av de gynnsamma resultat detta istället kan leda till. Utifrån den insamlade empirin i form av intervjuer som sedan sattes i relation med olika teorier. Så går det att dra slutsatsen att olika företag använder sig av provokativ marknadsföring då det vid rätt tillämpning oftast ger bra resultat. Framförallt i en sådan kontext där olika företag vill sticka ut och därmed blir provokation i deras marknadsföring en användbar metod.

The everlasting noise in today's marketing landscape has given rise to provocative marketing, which has become a frequently applied technique by marketers in an attempt to attract individuals’ attention. Provocative marketing can be defined as a deliberate appeal within the content of a marketing message, expected to shock its audience, since it is signified with values, norms or taboos that are not generally challenged in marketing because of its equivocalness and distinctiveness. Profit-seeking companies are increasingly applying provocative marketing techniques in order to gain attention, and simultaneously, the World Wide Web has given rise to the phenomena of social media, which presents a new context for provocative marketing messages. Therefore, the purpose of this study is to explore how provocative marketing from profit-seeking companies is perceived by users’ in a social media context. In order to answer the purpose of the study, the research question is: ‘What makes advertisements provocative in social media?’ The study is of qualitative nature, and uses a cross-sectional research design by conducting a semi-structured focus group. The results reveal that provocative marketing is seen as a risky venture for profit-seeking companies to apply in the context of social media, however, the receiver would not be as shocked to see provocative marketing messages with sexual content in the context of social media as in the traditional media context. Moreover, provocative marketing in the context of social media runs the risk of becoming habitualized if displayed over a long period of time, and the element of shock can become dimished. Therefore, profit-seeking companies who apply provocative marketing in the context of social media need to constantly innovate and revive their advertisements to avoid tediousness.

Bakgrund Digitaliseringen har kommit långt och samhället behöver anpassa sig efter dess utveckling. Idagsläget finns det olika typer av reklam som framhävs på olika sätt. På 1990-talet användes provokativ marknadsföring på ett annat sätt i jämförelse med dagsläget. På sociala medier har det blivit alltmer lättare att sprida information, därav har den provokativ marknadsföringen enstörre effekt. Syfte Syftet med denna studie är att ge en ökad förståelse av unga vuxnas attityd till provocerande marknadsföring på sociala medier. Metod Studien har utförts utifrån en kvalitativ ansats, 15 respondenter har intervjuats uppdelat i 4 gruppintervjuer. Med det insamlade data från intervjuerna samt i det teoretiska materialitet, har en analys kunnat utföras. Resultat Studien visade att många av respondenterna har blivit utsatta för provokativ marknadsföring, attityd gentemot denna typ av marknadsstrategi var mycket varierande. Marknadsföring generellt på sociala medier har respondenterna funnit en irritation, och med de provokativa marknadsföringen resulterade i att respondenterna fann ännu mer irritation. Respondenterna har fått ett förstående till varför små företag väljer att använda denna typ av marknadsföringsstrategi men de stora företagen som använder denna typ av marknadsföring förstår de sig inte på. Slutsats Studien kom fram till att respondenterna ansåg att denna marknadsföringsstrategi kan vara kontroversiell och provocerande beroende på vem det är som ser reklamen. Unga vuxna anser att provokativ marknadsföring är acceptabelt om de inte överskrider dess etiska aspekter. / Background Digitization has come a long way and society needs to adapt to its development. Currently, there are different types of advertising that are highlighted in different ways. In the 1990s, provocative marketing was used in a different way compared to the current situation. On social media, it has become increasingly easier to spread information, hence the provocative marketing has a greater effect. Purpose The aim of this study is to provide an increased understanding of young adult's attitudes towards provocative marketing on social media. Methodology The study has been carried out based on a qualitative approach, 15 respondents have been interviewed divided into 4 group interviews. With the collected data from the interviews as well as in the theoretical materiality, an analysis has been able to be carried out. Results The study showed that many of the respondents have been exposed to provocative marketing, attitudes towards this type of marketing strategy were very variable. Marketing in general on social media has been found irritating by the respondents, and with the provocative marketing resulted in the respondents finding even more irritation. The respondents have gained an understanding of why small companies choose to use this type of marketing strategy, but they do not understand the large companies that use this type of marketing. Conclusion The study concluded that respondents felt that this marketing strategy could be controversial and provocative depending on who is viewing the ad. Young adults consider provocative marketing to be acceptable as long as they do not overstep its ethical aspects.