• Marie Lykkebo Dreier
4. semester, Kommunikation, Kandidat (Kandidatuddannelse)
The thesis seeks to explore how to create value in a social business based on insight into a tribe though online communication on the social network Twitter. Founded in a postmodern approach, the field of tribal marketing in combination with elements from Corporate Social Responsebility (CSR) is explored in order to extract how to apply the theory in practice, and get an insight into the understanding of value creation in a social business. In order to do so, the key finding from the theory is used in a qualitative netnographic method to investigate a digital tribe using the social business Fairphone and their online presence on Twitter as a case to do so. The subject investigated in the study is the tribe around the hashtag #wearefairphone
The key extractions from the literature concerning value creation are Identity, Norms, Rituals and Loyalty.
As a result of the analysis it is clear that the key concepts are indeed noticeable and can be applied when using this particular framework. The study also concludes that practical measures can be made to pursue value creation within the business using the insight into the tribe by creating initiatives that support the central activity of the tribe.

Furthermore, the study shows opportunities to develop the tribal marketing framework further in order capture the more basic needs of tribe members.
Udgivelsesdato2 jun. 2014
Antal sider71
ID: 198428797