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En multimodal analys av KRY:s marknadsföring och varumärkeskommunikation via influencer marketing på Youtube
Stockholm University, Faculty of Humanities, Department of Media Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

KRY is a health-related app that provides a conversation with a doctor or psychologist through an app. KRY has chosen to market themselves through influencer marketing at different platforms like for instance Youtube. When influencers market KRY they encourage their followers to pay money for something that plays an important role regarding their own health. The purpose of this thesis is to answer the questions: What communicational strategies do influencers use to market KRY through sponsored video-vlogs? And how does the brand KRY get communicated through influencer marketing in sponsored video-vlogs? The thesis is considered relevant and is contributing to existing field of research because of the fact that much of the already existing research regarding influencer marketing is examining marketing of physical products. In other words, there exists lots of research regarding influencer marketing, but not much research focusing of influencer marketing of health-related services. This is the knowledge gap that this thesis aims to fill. The method the thesis is using is a multimodal analysis in combination with a rhetorical method. The material consists of the three vlogs in collaboration with KRY on Youtube which have the most views. The result shows that influencers market KRY by focusing on the intimacy between themselves and the viewers, talking about their own experience of using KRY, using emotion-related arguments and customizing the marketing after their own brand and their specific target groups of viewers. KRY as a brand did not get communicated very clearly, but could be distinguished by the fact that the influencers showed the app in their vlogs and that the brand KRY got related to positive emotions and words by all the influencers.

Place, publisher, year, edition, pages
2018. , p. 42
Keywords [en]
Influencer marketing, Youtube, Two-step flow of communication, multimodal analysis, rhetorical analysis, KRY, vlogs, branding
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-165573OAI: oai:DiVA.org:su-165573DiVA, id: diva2:1284578
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Examiners
Available from: 2019-05-03 Created: 2019-02-01 Last updated: 2019-05-03Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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