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Trivialisering av motstridigheter mellan marknadskommunikationer och faktisk verksamhet på snus- och tobaksmarknaden- En kvalitativ studie
| Content Provider | Semantic Scholar |
|---|---|
| Author | Rönnlund, Johan Olsson, Daniel |
| Copyright Year | 2019 |
| Abstract | Initiatives related to social sustainability and other corporate visions linked to sustainable development have become a prominent feature in the business sector over the last decades. However, previous research has shown that in relation to these visions and goals, elements of paradoxical or ambiguous dimensions often arise as communicating these goals are not always easy, particularly with regard to different stakeholders. This issue becomes even more clear in sectors like the tobacco industry, with its clear connection to issues like public health. This thesis aims to examine how possible ambiguities between commercial communications and the actual business is perceived by consumers in the Swedish snus and tobacco industry, specifically through a case study of the Swedish tobacco manufacturer Swedish Match. Furthermore, the purpose of the study is to examine how these possibly perceived ambiguities are trivialized by consumers. As the theoretical framework on this subject is relatively limited, this thesis builds largely on theories and concepts closely related to the subject, such as authenticity and strategic ambiguity. The methodology of the thesis is constructed of six semi-structured qualitative interviews with consumers on the Swedish snus and tobacco market, carried out through receptive interviewing in individual face-to-face interviews. Respondents were found through a theoretical sampling strategy, and the empirical data analysed through an inductive approach. The results of the study show that most respondents perceive a clear ambiguity between the commercial communications and business of Swedish Match. However, the study also shows that these perceived ambiguities do not influence consumers propensity to purchase products sold by Swedish Match, and that consumers that perceive an ambiguity tend to trivialize these. This trivialization is ultimately found to be implemented through three main arguments which can be used solely or together. These are established as higher endeavour, product focus and normalisation. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://gupea.ub.gu.se/bitstream/2077/60705/1/gupea_2077_60705_1.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
