This essay is written to give more understanding to the use of influencer marketing within government organizations. The focus is primarily on the differences of using traditional marketing and influencer marketing, and what effect using influencer marketing has on the organization at hand. To study this, the author’s have chosen to compare traditional marketing with influencer marketing within the Swedish military, “Försvarsmakten.” Being one of many government organizations to use influencer marketing to build and promote their brand, Försvarsmakten creates an interest in how and why influencer marketing has become a popular tool to build awareness. By doing this, they have created an interest to study the usage of these different types of marketing methods, as well as how Försvarsmakten chooses to be perceived in both materials. To answer these questions, and to compare the usage of traditional marketing to influencer marketing, following questions has been studied and analyzed: - What is the difference between how Försvarsmakten showcases themselves in a traditional commercial versus in a livestream? - What are the similarities and differences between Försvarsmaktens use of traditional marketing versus influencer marketing? To answer these questions the MCDA method has been used. Creating a step by step comparison of the use of semiotics in one commercial and one livestream, done by Försvarsmakten roughly in the same time period. With support from theories like ideology and ideology criticism, discourse analysis and strategic communication, the analysis concluded that there are both similarities and differences when comparing the commercial with the livestream. The usage of semiotics is deemed the same, with the ultimate end goal of being perceived in a positive light. The biggest differences being the choice of platform; TV and YouTube, as well as the intended target audience. The end conclusion being that the goal is the same in both traditional marketing and influencer marketing, and that the choice of which one to use, depends on the target audience and where to find them.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hig-39297 |
| Date | January 2022 |
| Creators | Sjöberg, Saga, Nilsson, Anna |
| Publisher | Högskolan i Gävle, Avdelningen för humaniora |
| 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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