Sailing the Open Seas: Understanding and employing the digital piracy community as a means of marketing.
Author
Jensen, Lars Hviid
Term
4. term
Publication year
2016
Submitted on
2016-09-22
Abstract
This thesis explores whether and how the digital piracy community can be understood and potentially engaged as a marketing conduit. Using the prominence of digital piracy—illustrated by Game of Thrones—as context, it bridges prior research on illegal downloading behavior with contemporary notions of word of mouth to generate practical guidance for marketers. The theoretical foundation includes the Theory of Planned Behavior, the Model of Goal-Directed Behavior, and literature on word-of-mouth effects and communities. Methodologically, the study combines content analysis, an unstructured interview, and a survey. Findings indicate that the community’s mentality is highly resistant to external actors; effective marketing therefore requires a deep understanding of community norms and a subtle approach, as overt efforts are likely to provoke negative responses. Overall, the study suggests that positive outcomes—such as heightened buzz—may be achievable if engagement is cautious and well-informed, acknowledging contextual and legality perceptions.
Denne afhandling undersøger, om og hvordan den digitale piratikommunitet kan forstås og eventuelt anvendes som et middel til markedsføring. Med udgangspunkt i udbredt piratkopiering – illustreret ved Game of Thrones – bygger studiet bro mellem eksisterende forskning i ulovlig downloadadfærd og nutidige forståelser af mund-til-mund (word of mouth) for at give praktiske indsigter til marketingfolk. Det teoretiske afsæt omfatter Theory of Planned Behavior, Model of Goal-Directed Behavior og litteratur om mund-til-mund-effekter og fællesskaber. Metodisk kombineres indholdsanalysen, et ustruktureret interview og en spørgeskemaundersøgelse. Resultaterne peger på, at piratikommunitetens mentalitet er stærkt modstandsdygtig over for udefrakommende aktører; derfor bør markedsføring baseres på indgående forståelse af fællesskabets normer og ske subtilt, da åbenlys påvirkning sandsynligvis vil udløse negative reaktioner. Samlet set antyder studiet, at positive effekter – som øget opmærksomhed – kan opnås, hvis tilgangen er varsom og velinformeret, men det kræver betydelig følsomhed over for konteksten og legalitetsopfattelser.
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