“Teslafamiljen” : En studie om huruvida kommunikation kan påverka konsumenters tillhörighet till ett företag

Sammanfattning: ABSTRACT   AIM: Consumers are to some extent more interested in being a part of a brand community rather than interested in the actual product the company are selling. In addition, the aim of this study is to examine Tesla’s communication to its consumers and whether the communication can affect consumers' feeling of being a part of the company. The study will investigate consumers' perception of the communication.  METHOD: The empirical method used in this study was a survey distributed on four Facebook groups with a special interest in Tesla and a Swedish discussion site about the company, which generated a total of 217 individual answers. MAIN RESULTS: The main results of the study show that Tesla's consumers perceive Tesla’s communication as both innovative and modern. Even though the consumers perceive word-of-mouth in Tesla's communication, they do not see it as part of the company’s marketing. It is primarily product-oriented factors such as environment and technology development that attracts consumers to Tesla as a company. There is also an emotional interest in Tesla’s electric cars, feelings of safety, pleasure in driving and sense of freedom were in focus when discussing the car. Further the study shows that interaction and connection among consumers are key to make the customers feel a part of the Tesla community. The results provide an increased understanding about the meaning of communication and how it can provide an interaction with customers.