This paper contains a study of Lunar Way, focusing on their online branding via social media platforms, Facebook in particular.
The main objective of the study is to determine the amount of interest created by Lunar Way through their Facebook posts and to analyze which of these posts generates the most activity. To perform this study, we have implemented data extraction as a basis for our code scheme. The study also examines the general tendencies for their branding practices on Facebook, their website and their terms and conditions.
In an attempt to define this objective, the paper focuses on the theories of Lisbeth Klastrup, Ezio Pillon and Nana Emilie Grew on the subject of social media and branding.
In addition, the methods used in this paper are mixed methods design, as we incorporate both quantitative and qualitative methods in our approach. By so doing, we find ourselves triangulating as we are constantly mixing the quantitative and qualitative logic, thereby conducting a content- and document analysis.
Seven different codes from the code system are used to perform the analysis of lunar ways strategic communication and their branding on Facebook. Furthermore, an examination of Lunar Ways textual documents is conducted in this study.
The discussion assesses Lunar Ways credibility as an organization based, among other things, on the use of language on their website.
We find that Lunar Way can only exist in collaboration with their current partners Nykredit or any given traditional bank.
Furthermore, it can be concluded that postings by Lunar Way involving competitions are usually those to get the most attention and thereby the best response.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||31 dec. 2018|
|Vejledere||Sander Andreas Schwartz|