Snapchat in Relational Branding Context

Abstract

Do Danish brands need to take their business to Snapchat? This thesis aims evaluate on the relational branding potential and managerial implications of engaging in marketing on the social media platform, Snapchat. This is done in order to speculate on considerations that might be useful for Danish brands, when deciding whether or not to implement the platform as means to this end. Our intent is for the thesis to assist Danish brands in the difficult decision by exploring Snapchat in a context of modern consumer culture, current marketing practices and the digital landscape. Based on scientific positions native to relativism and social constructionism, the case study methodology is employed in a selection of two cases relevant to the study of Snapchat. Findings are derived from narrative analysis of interviews with case- and expert informants in the light of a theoretical foundation on literature about consumer culture, marketing and branding in the digital age. Three models are applied in order to structure the analysis in a manner relevant to the research question and its sub-questions: OASIS, HIRA and SWOT. Narratives uncovered in the analysis are unfolded in the discussion presenting tentative ideas and explanations of experiences and perspectives on Snapchat in marketing. Finally, the conclusion offers suggested considerations considered likely to be useful for Danish brands. The considerations are identified on the basis of findings uncovered and unfolded in the discussion and addresses relational potential and managerial implications of Snapchat in marketing and branding.