”Vi försöker vara mer än ett vanligt klädföretag” : En kvalitativ studie om influencergrundade företag och hur de använder sig av sociala- medieplattformar i relationsbyggande syfte

Sammanfattning

The purpose of this study was to examinate how influencer-based companies use social-media platforms with the aim of understanding how these companies build relationships with customers through content and platform design. This has been studied with the help of a heuristic evaluation which has been complemented with the use of a content analysis. A case study has been carried out on the Swedish influencer-based company Djerf Avenue. The selected theoretical concepts are Nielsen’s theory on affordance and the theory on social interaction. The result of the study shows that the influencer-based company Djerf Avenue uses the best suited social-media platforms on which their target audience exist. They also use the platforms to put out content tailored to the possible functions which the social-media platforms afford. Furthermore, Djerf Avenue uses these social-media platforms to connect with customers and do this by creating online communities. The most efficient way of creating online communities has shown to be photo-sharing, using the comment functions to communicate with followers and using specific hashtags that relate to the company which the followers can use.