A master thesis from Aalborg University
Niche organisations on social media: A case study of a yoga brand
[Nicheorganisationer på sociale medier: En caseundersøgelse af et yogabrand]
Author(s)
Term
4. term
Education
Publication year
2025
Submitted on
2025-02-07
Pages
79 pages
Abstract
Dette projekt undersøger, hvordan corporate branding og brandfællesskaber kan hjælpe nichevirksomheder med at nå ud til målgrupper på sociale medier. Ved at inddrage Vishuddha Yoga som repræsentativ case undersøges, hvordan branding og influencer marketing udnytter muligheder og overvinder udfordringer i Web 2.0-æraen. Der undersøges, hvordan en virksomhed i en snæver niche kan opbygge et engageret brandfællesskab på trods af digital konkurrence. Analysen fremhæver, hvordan Vishuddha Yoga kan bruge algoritmer og indsigt i målgruppen til at udvikle en stærkt virksomhedsidentitet. Skræddersyet kommunikation bør stemme overens med brandets kerneværdier: selvkontrol, selvskabelse og selvrealisering gennem meditation. Vishuddha Yoga kan navigere i Kundalini Yogas sekteriske associationer ved i stedet at fokusere på kundalinifilosofien i stedet. Aktiv samfundsengagement er afgørende. Et fokus på et auditivt aspekt ved meditation er oplagt i forlængelse af grundlæggerens musikalske baggrund, hvilket styrker brandidentiteten. Meditation åbner for debatter om maskulinitet, følelser og toksisk maskulinitet og placerer meditation som en modvægt. Ved at deltage i disse diskussioner kan Vishuddha Yoga øge sit brands synlighed.
This study explores how corporate branding and brand communities help niche businesses reach target audiences on social media. Using Vishuddha Yoga as a case study, the research examines how branding and influencer marketing leverage opportunities and overcome challenges in the Web 2.0 era. It investigates how a company in a narrow niche can build an engaged brand community despite digital competition. The analysis highlights how Vishuddha Yoga can use algorithms and audience insights to develop a strong corporate brand. Tailored communication should align with the brand's core values: selfcontrol, selfcreation, and self realization through meditation. Vishuddha Yoga must navigate Kundalini Yoga’s sectarian associations by focusing on kundalini philosophy instead. Active community engagement is crucial. A focus on the auditory aspect of meditation aligns with the throat chakra and the founder’s musical background, reinforcing brand identity. Meditation also connects to debates on masculinity, emotions, and toxic masculinity, positioning it as a counterbalance. By engaging in these discussions, Vishuddha Yoga can enhance its brand visibility.
Keywords
yoga ; kundalini ; meditation ; marketing ; corporate branding ; branding ; influencer ; social media ; brand communities ; niche
Documents
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