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Välkommen in i värmen!: En netnografisk studie över hur IKEA skapar, upprätthåller och utvecklar sina relationer i det digitala medielandskapet
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Welcome to the warmth! : A netnographic study of how IKEA create, maintain and develop their relationships in the digital media landscape (English)
Abstract [en]

Social media has meant that organizations can engage in dialogue with their audience without journalistic intermediaries. PR 2.0 is a term that defines the new way for organizations to work with public relations in the new media landscape. The aim of our study is to examine how IKEA uses social media to create, maintain and develop their relationships. Furthermore, great interest is directed to the concept profile. This essay will examine how the stated profile IKEA has pervades the work on social media. The aim of this study is to create an understanding of how a well-known Swedish company is working with relationship-building communications on social media.


The essay begins with a theoretical chapter in which various theories of public relations are presented. A major focus is placed on the concept of PR 2.0. Theory section also presents thoughtful reflections that are relevant to the purpose of this essay. Kotler & Lee describes the ability of organizations to integrate with their audience through promotional activities, a potential where both sides exchange of each other. Another important theory is about profiles and profile work. To create an understanding of how IKEA is working with public relations, a netnographic approach is implemented, where we have from 1 December to 31 December 2010 observed how IKEA uses social media. During our observation period, we have also investigated how IKEA:s own statements has been agreed with the actual work. A netnographic approach includes qualitative interviews in the initial stage. These have been made with leading actors in communications at IKEA.


Working with PR on social media is an ideal tool for organizations. If the profile permeates the relation work carried out on social media demonstrates transparency, which proves a winning concept. IKEA places great value on a dialogue with the audience, hoping to create, maintain and develop relationships. However, much of the communication on social media are masked with sales-oriented messages. IKEA wants to be seen as a warm company and act on the social media because they want to be for the many people. Furthermore, the contributions IKEA are posting on social media have different nature, which demonstrates that IKEA is working towards a broad audience. Accordingly, some messages are more relational than others. The comment feature is a potential way for IKEA to manage relational work.

Place, publisher, year, edition, pages
2010. , 78 p.
Keyword [sv]
PR, sociala medier, IKEA, profil, transparens, netnografi
National Category
Media and Communications
URN: urn:nbn:se:kau:diva-6921OAI: diva2:394479
Social and Behavioural Science, Law
Available from: 2011-03-02 Created: 2011-02-02 Last updated: 2011-03-02Bibliographically approved

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