Digital veganism : en studie av veganska företags marknadsföring och kommunikation i sociala medier

Sammanfattning: This thesis focuses on how vegan companies digitally market themselves on social media (Facebook, Twitter and Instagram). Three vegan companies were chosen to collect data from: Oatly, Anamma and Bulldog. The questions guiding this thesis are: 1) Which types of digital marketing do the companies use in their social media posts? 2) How do the companies communicate with their consumers and followers on social media? The methods used in the thesis are online ethnography and content analysis to collect data and to analyse it. The theoretical framings used in the analysis was: marketing and communication theories and strategies. After analysing the posts, many interesting differences were found and discovered about the three vegan companies. Oatly is the most successful when they market themselves on social media, because they post regularly and take an interest in their consumers by creating discussions. They also communicate with their consumers in the same way. Anamma do not post as regularly as Oatly and therefore fail in their digital marketing because they do not engage with their consumers. Anamma only have a small amount of communication with their consumers as they do not post actively on social media. Bulldog market themselves successfully with their posts on social media because they wave in their consumers in their posts. Bulldog do not communicate with their consumers in an open or active way, they only answer a few comments that they get on their posts.