Hör varumärken hemma på Clubhouse? En kvalitativ studie om realtidsbaserad varumärkeskommunikation på ett ljudbaserat socialt nätverk

Sammanfattning: Do brands belong on Clubhouse? This study aims to provide an understanding of how organizations can use the new social network Clubhouse in their brand communication. In order to answer our research questions a combined qualitative method was applied, consisting of qualitative interviews, netnographic observations and a virtual focus group. This method of triangulation allowed us to include both a brand perspective and a users perspective, which generated a holistic interpretation of the studied phenomenon. Further, we conducted a thematic analysis to analyze the collected data. Through the analysis we gained strategic insight in how brand communication can be expressed on an audio- and real time based social network, as well as which brand strategies could be identified. The results demonstrate how brand communication on Clubhouse is continuously influenced by factors such as social trends and contemporary interests. Thus, social acceleration theory deepens the understanding of the environment on the social network. Furthermore, the results show that brand strategies such as brand ambassadorship, relationship building, brand engagement and storytelling can be expressed through the conversations at Clubhouse. In a wider context, the study contributes to knowledge within the scope of strategic communication and digital media through a deeper understanding of how brand communication can be expressed on audio- and real time based social networks.