Är uppmärksamhet verkligen allt? : En kvalitativ/kvantitativ studie om hur social marknadsföring påverkar attitydlojaliteten

Sammanfattning: The purpose of the study was to investigate consumer attitudes towards a brand that in itscampaigns presents a social problem for attention. The study is based on theories in threemain areas, controversial marketing, brand loyalty and purchase behavior. Where brandloyalty is examined in two individual groups, attitudinal loyalty and behavioral loyalty. Threetheories were also used to gain an understanding of how the consumer is influenced, SocialIdentity Theory, Commitment Trust Theory and Interpersonal relationship Theory.Through a deductive approach, survey questions were created as the quantitative method,which were also later used in the study's focus groups, a qualitative method. The respondentsas well as the participants were between 18-60+ to be aware that they both have full controlover their purchasing behavior and have a sense of brand loyalty. The result showed thatsocial marketing is effective in gaining attention from consumers but also the risk that exists.As it can easily have a negative effect on the consumer's brand loyalty, which both affects thebuying behavior of the individual consumer but also people around through WoM. What typeof message and what values the brand has are important to the consumer and that it is of greatimportance that the marketing is adapted to its target group. Since the social marketing isinterpreted differently by individuals and with the right knowledge of its target group, themarketing can instead have a positive effect on its existing consumers.