I denna uppsats anvands kvantitativ innehallsanalys for att prova storstadspressens objektivitet ... more I denna uppsats anvands kvantitativ innehallsanalys for att prova storstadspressens objektivitet gallande rapporteringen om valrorelsen 2014. Storstadspressen definieras som de fyra stockholmstidni ...
Digital platforms have established new ways within marketing for consumers and brands to interact... more Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibi...
I denna uppsats anvands kvantitativ innehallsanalys for att prova storstadspressens objektivitet ... more I denna uppsats anvands kvantitativ innehallsanalys for att prova storstadspressens objektivitet gallande rapporteringen om valrorelsen 2014. Storstadspressen definieras som de fyra stockholmstidni ...
Digital platforms have established new ways within marketing for consumers and brands to interact... more Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibi...
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Papers by Erik Elowsson