Humors kā mārketinga instruments Latvijas banku sociālo mediju komunikācijā
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Latvijas Universitāte
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lav
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Bakalaura darbā “Humors kā mārketinga instruments Latvijas banku sociālo mediju komunikācijā” analizēts, kā Latvijas četras lielākās komercbankas – Swedbank, SEB, Citadele un Luminor – 2024. gadā izmanto humoru zīmola komunikācijā sociālajos medijos Facebook, Instagram un TikTok. Teorētiskajā daļā aplūkotas tēmas par sociālo mediju mārketingu, zīmola komunikāciju un humoru kā komunikācijas fenomenu, balstoties uz tādiem autoriem kā Arturs A. Bergers, Kevins L. Kellers, Deivids A. Ākers un citi. Pētījumā izmantota jaukta metodoloģiskā pieeja: kvantitatīvā kontentanalīze (1835 publikācijas no minētajām platformām), tiešsaistes aptauja (203 respondenti) un daļēji strukturētas intervijas ar četriem banku pārstāvjiem. Rezultāti liecina, ka humoristisks saturs ir sastopams mazāk nekā 10 % banku publikāciju, taču tā lietojums ir koncentrēts platformās ar vizuāli dinamisku un jauniešiem saistošu saturu, īpaši TikTok un Instagram. Visbiežāk izmantotie humora veidi ir verbālais un fiziskais humors. Auditorija humoru banku komunikācijā uzskata par efektīvu veidu uzmanības piesaistīšanai un emocionālās saiknes veidošanai, vienlaikus uzsverot nepieciešamību pēc kontekstuāli piemērotas, profesionāli izstrādātas komunikācijas. Komunikācijas speciālisti atzīst humora potenciālu, bet norāda uz reputācijas riskiem, īpaši ņemot vērā banku nozares tradicionāli formālo tēlu un sabiedrības uzticēšanās nozīmi. Darbs sniedz ieguldījumu stratēģiskās komunikācijas izpētē, akcentējot, kā organizācijas ar augstu profesionālās reputācijas nozīmi spēj pielāgoties mūsdienu digitālās komunikācijas prasībām, nezaudējot savu uzticamību un vērtību sistēmu.
The bachelor thesis “Humor as a Marketing Tool in the Social Media Communication of Latvian Banks” analyses how Latvia’s four largest commercial banks – Swedbank, SEB, Citadele, and Luminor – apply humor in their brand communication on social media (Facebook, Instagram, Tiktok) in 2024. The theoretical framework examines topics such as social media marketing, brand communication, and humor as a communicative phenomenon, based on the works of Arthur A. Berger, Kevin L. Keller, David A. Aaker, and others. A mixed-method approach was applied: quantitative content analysis (1835 posts from the aforementioned platforms), an online survey (203 respondents), and semi-structured interviews with representatives from three banks. The results indicate that humorous content appears in less than 10 % of the banks’ posts, yet its use is concentrated on visually dynamic platforms that appeal to younger audiences, particularly TikTok and Instagram. The most frequently used types of humor were verbal and physical. The audience perceives humor in bank communication as an effective tool for a brand to raise awareness and foster emotional connection, while emphasizing the importance of context-appropriate and professionally crafted communication. Communication professionals recognize humor’s potential, but also highlight reputational risks, especially considering the traditionally formal image of the banking sector and the critical importance of public trust. This thesis contributes to the research of strategic communication by highlighting how organizations with a strong emphasis on professional credibility can adapt to modern digital communication demands without compromising trust or core values.
The bachelor thesis “Humor as a Marketing Tool in the Social Media Communication of Latvian Banks” analyses how Latvia’s four largest commercial banks – Swedbank, SEB, Citadele, and Luminor – apply humor in their brand communication on social media (Facebook, Instagram, Tiktok) in 2024. The theoretical framework examines topics such as social media marketing, brand communication, and humor as a communicative phenomenon, based on the works of Arthur A. Berger, Kevin L. Keller, David A. Aaker, and others. A mixed-method approach was applied: quantitative content analysis (1835 posts from the aforementioned platforms), an online survey (203 respondents), and semi-structured interviews with representatives from three banks. The results indicate that humorous content appears in less than 10 % of the banks’ posts, yet its use is concentrated on visually dynamic platforms that appeal to younger audiences, particularly TikTok and Instagram. The most frequently used types of humor were verbal and physical. The audience perceives humor in bank communication as an effective tool for a brand to raise awareness and foster emotional connection, while emphasizing the importance of context-appropriate and professionally crafted communication. Communication professionals recognize humor’s potential, but also highlight reputational risks, especially considering the traditionally formal image of the banking sector and the critical importance of public trust. This thesis contributes to the research of strategic communication by highlighting how organizations with a strong emphasis on professional credibility can adapt to modern digital communication demands without compromising trust or core values.