Varför provokativ marknadsföring? : En studie om varför företag använder sig av provokativ marknadsföring

Sammanfattning: This bachelor thesis aims to increase the knowledge of why companies use provocative marketing. To do so, theories that are relevant to the study have been useful, which later arose in relation to opinions of specialists in the subject of marketing. The method of the study is structured through a qualitative study using interviews and already established theories to fulfil the purpose of this study, therefore the study is inspired by an abductive research approach. The conclusion of the study is that the results suggest that companies using provocative marketing in their way of communication on the marketplace are aware of the risk and rewards that comes with such a method of use. Based on the specialists who answered the interview questions, and established theories, for companies to possess knowledge of the risks and rewards that comes with using provocative marketing, makes it relevant to conclude and therefore assume, that the rewards clearly outweigh the risks that comes with such a method of choice when it comes to marketing.