Marie Forleo International - Build the life you love

Lotus Joanne Noamynte Bruun, Lotus Isabella Søberg Gregers, Vickie Isabella Westen & Helena Strand

Studenteropgave: Kandidatprojekt


The purpose of this project paper is to take a closer look at a phenomenon we have named “online entrepreneurs”. This phenomenon covers businesses that only exist online, selling their products based on the personality of one person. Our approach to this is through a case study, using the case of Marie Forleo. Marie Forelo runs her business solely online on social media, via her blog, Facebook, her Youtube channel called MarieTV, Instagram, Twitter and Snapchat. We have limited our study to her blog and her Youtube channel, to research how Marie Forleo brands herself online and to find out what means she uses for branding herself. We believe that the internet opens up many new and exciting opportunities for creating your own business. It also makes it much easier for you to connect with people all over the world, and to create communities for people with similar interests. The internet, however, also has its disadvantages and the structure of it carries certain restrictions that can create challenges. To approach our questions at hand, we choose to use a nentographic method, similar to the ethnographic method, but designed to be used when researching the digital world. This meant that we as researchers dove into the case of Marie Forleo with a netnographic approach individually and separately, with the same base of structure. We looked for specific visual and audio effects, but also used our senses to describe what effect these means had on us. This is a highly subjective approach, but due to the nature of our research, we believed this approach would give us the angle and results we were after. What we wanted to achieve was a thorough analysis, though realizing that our approach makes it difficult for us to present our findings as general findings. We divided our analysis into two different parts; where one is our netnographic analysis and the second one is an analysis that looks at empiricism through the eyes of several theorists such as Teixeira, Goffman, Hoff- Clausen, Entman, Kahneman and Turkle. Our keywords are consumer focused stage, framing, stage, the holding power and retribalization. These keywords and a few more that we discovered during the process of our research, have helped us learn a lot about having a business online and what it takes to make it profitable. We learned how much work and effort it takes to maintain an online business, and how important it is to nurture your online community

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato31 maj 2017
Antal sider75


  • Online entreprenør
  • Markedsføring
  • Internettet
  • Online virksomhed
  • Framing
  • Consumer focused stage