Browsing by Subject "Lumene"

In this thesis I am analysing and comparing Finnish beauty brand Lumene’s Instagram posts on three of their Instagram accounts, all specifically catered to a specific region. I aim to see if there are differences in content to how a Finnish company markets their products depending on the target market. Lumene is one of the biggest cosmetics companies in Finland and is well respected and liked in its native country. I find it important to examine closer how Finnishness is commercialized and represented outside of Finland. In my research I will be utilizing a framework originally developed by Okazaki and Rivas (2002) to study multinational corporations’ online communication strategies to look through the data. I complement the theoretical framework with the conventions and concepts of marketing communications and cultural competence. The analysis in this study combines both content analysis and multimodal analysis with elements of quantitative analysis. With this the aim is to observe the full breadth of the data the Instagram posts had instead of only concentrating on the text component. The basis of this study is that Lumene does not emphasise the Finnishness and Finnish roots of the company in their marketing posts on social media. Instead, the working theory is that Lumene fades out these elements and assimilates their texts in order to better entice their target group in a target country. My analytical results show that the core of Lumene’s brand identity is kept the same no matter the language or target group. The results show that the posts targeting an English-speaking demographic accentuate Lumene’s core values and themes and also extend their meaning to encompass a broader meaning. The largest differences between the Finnish-speaking and English-speaking Instagram accounts are related to the themes of Nordic identity and clean nature. These themes are emphasised heavily in the posts that target English-speaking demographics, whereas for the Finnish-speaking audience they hold a much smaller significance. Finnishness in the English-speaking Instagram accounts is highlighted through linguistic choices and by informing the audience in more detail about nature that is found in Finland. In addition to Finland, the roots of the company and nature is also broadened to encompass the Nordic and Arctic areas.