Klicka här för gemenskap: Hur interaktivitet skapar engagemang och lojalitet
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Click here for solidarity : how to achieve commitment and loyalty through interactivity (English)
Digital marketing has been changing continuously and rapidly since the introduction of Web
2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users in
their digital marketing by providing with interactive contents in digital campaigns. The digital
campaigns are getting more converge with SNS (social networking sites) in order to let the user
share the content with others and therefore the e-WOM (electronic word of mouth) helps the
companies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014).
The interactive content in the digital campaigns have shown to provide for engaged users and
therefore leads to loyal users. The reason for this has its roots in the culture of consumption
that has brought our everyday consumption to a whole new level where we no longer just
consumes a product, we are the brand (Davis, 2013).
The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elements
that companies use to engage the user to interact with the content of the digital campaigns.
The study is based on four digital campaigns in four different market areas in order to provide
with an overall picture of how companies work with interactive and rhetorical elements. Thus
the study falls into the area of marketing and branding. The study is conducted with a
qualitative content analysis and a rhetorical analysis in order to interpret the interactive and
rhetorical elements in the four digital campaigns. Our goal for this study is therefore not to see
to what the digital campaigns in the study has failed on, neither to create a new theoretical
Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, the
study showed that in order to engage users in digital campaigns the content needs to respond
fast. The interactive parts, such as toolbars and various clickable icons, needs to engage the
user. Also, the digital campaigns in the study all showed the rhetorical element pathos, which
appeared in their attempts to persuade the user. Thus makes the rhetorical elements in the
digital campaigns important so that the users will feel an urge to engage with the content.
Place, publisher, year, edition, pages
2015. , 66 p.
Interactivity, Commitment, Loyalty, Sensemaking, Rhetoric, Digital Campaigns, Digital marketing, Brand, Qualitative Content Analysis
Interaktivitet, Engagemang, Lojalitet, Meningsskapande, Retorik, Digitala Kampanjer, Digital Marknadsföring, Varumärke, Kvalitativ Innehållsanalys
Media and Communications
IdentifiersURN: urn:nbn:se:kau:diva-35042OAI: oai:DiVA.org:kau-35042DiVA: diva2:784211
Subject / course
Media and Communication Studies
Media and Communication: Visual Communication Design (180 ECTS credits)
Fast, Karin, universitetslektor
Karlsson, Michael, professor, docent