Towards a fandom through social media engagement
Sandell, Saara (2022)
Lataukset:
Sandell, Saara
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052211103
https://urn.fi/URN:NBN:fi:amk-2022052211103
Tiivistelmä
Social media is developing and changing constantly, and staying relevant and building a strong brand requires continuous efforts. This thesis aims to determine how the commissioning company can communicate with the target audience to create more brand engagement on social media and find out what content resonates with the community online. Through this research, the com-missioning company can provide an experience that resonates with the audience by understanding the fanbase better. It also enables the company to create more targeted marketing messages and communicate with the fanbase to enable more engagement.
This thesis focuses on social media engagement, brand community, and fandom. The theoretical framework provides insights into central concepts around branding, brand communication, brand values, and brand personality. Adapting the theoretical framework for fan-page participation by Jahn & Kunz helps understand how the brand can further build and strengthen the community on social media.
The research approach is a qualitative case study focusing on content analysis. By analyzing social media content posted across different social media channels for a time period of one year and categorizing those posts, the results give an overview of what kind of content resonates with the community and target audience.
The results of this thesis help develop the online brand and understand what creates engagement within the fandom. Many of the most popular posts were tied to timely content created for special dates or relatable content. This study concludes that reactive posting, relatable content, and seasonality seem to resonate with the community.
This thesis focuses on social media engagement, brand community, and fandom. The theoretical framework provides insights into central concepts around branding, brand communication, brand values, and brand personality. Adapting the theoretical framework for fan-page participation by Jahn & Kunz helps understand how the brand can further build and strengthen the community on social media.
The research approach is a qualitative case study focusing on content analysis. By analyzing social media content posted across different social media channels for a time period of one year and categorizing those posts, the results give an overview of what kind of content resonates with the community and target audience.
The results of this thesis help develop the online brand and understand what creates engagement within the fandom. Many of the most popular posts were tied to timely content created for special dates or relatable content. This study concludes that reactive posting, relatable content, and seasonality seem to resonate with the community.