This Bachelor thesis is a case study that explores the possibilities and complications to use social media in marketing purposes. The case involves a company that sells garments for men. The company, named Mouli, has decided to use social media as their marketing platform. The company makes an interesting case, since they are still quite new on the market and have all the possibilities to succeed. The purpose for the thesis is to examine Mouli’s use of marketing in social media and to evaluate what could be done to amend the communication. The purpose is also to discuss and reflect certain effects that the company is exposed to when using these media channels. These questions has been subject throughout the thesis: Description of Mouli’s communication, what is said and how is it presented? How well is Mouli’s brand with its core values presented in their communication? What kind of expectations is there and what significance does the communication in the social media have for the company? The thesis is based on theories from marketing communication, such as the concepts brand, core values, superior value, brand image, brand identity and storytelling. These theories have been applied to the theories about communication on the web and social media. This case study was accomplished with qualitative analysis and interviews. The method being used was Kozinets´ nethnography, together with Roman Jakobson’s communication model and picture analysis based on Barthes theories. The results showed that Mouli’s communication functioned and it was well connected to the brand with its core values. The setback is that Mouli does not use the social media channels to their full potential and therefore there are measures that have to be executed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-87822 |
| Date | January 2012 |
| Creators | Ahlin, Josefine |
| Publisher | Stockholms universitet, Institutionen för mediestudier |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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