Developing a Content Strategy to optimize online community building for Bonic Fashion Oy
Vesterinen, Katri (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112231064
https://urn.fi/URN:NBN:fi:amk-2023112231064
Tiivistelmä
Interest in sustainable fashion among consumers and the growth of the sharing economy have created a big opportunity for the clothing rental industry to compete with fast fashion. This Bachelor thesis explores the ways of communication in social media content leading to engagement within the brand’s community. The primary objective of this Bachelor thesis is to develop a content strategy for the commissioning company Bonic Fashion Oy.
As digital communication and social media have changed and evolved rapidly, brands need to highlight the importance of interaction with their audiences. Brands need to especially focus on providing content that resonates with their audience to achieve optimal brand visibility as the effectiveness of a brand's digital impression is largely dependent on the quality and relevancy of its content. To get there, it is essential to have a thorough understanding of the target audience, engage audience feedback, and measure and develop the content strategy accordingly.
This Bachelor Thesis was a product-type thesis, resulting in a developed Content strategy for a commissioning company, Bonic Fashion Oy. The project scope included a literature review about relevant topics to understand the theory behind social media content, highlighting the engagement and community-building aspects. In one of the project tasks, the author studied how social media content is currently perceived by their current and potential B2C consumers by conducting semi-structured one-to-one interviews and analyzing the results to findings. The main objective was to understand how different kinds of content can increase customer engagement and community building, and from the findings, to build a content strategy for the commissioning company.
This study’s final analysis shows that there is a connection between well-planned, effective, and targeted social media content strategy and user engagement. The result of the study was the final social media content recommendations to optimize Bonic Fashion Oy’s community building and social media engagement. The final product included a separate content strategy booklet in the Appendix 2.
As digital communication and social media have changed and evolved rapidly, brands need to highlight the importance of interaction with their audiences. Brands need to especially focus on providing content that resonates with their audience to achieve optimal brand visibility as the effectiveness of a brand's digital impression is largely dependent on the quality and relevancy of its content. To get there, it is essential to have a thorough understanding of the target audience, engage audience feedback, and measure and develop the content strategy accordingly.
This Bachelor Thesis was a product-type thesis, resulting in a developed Content strategy for a commissioning company, Bonic Fashion Oy. The project scope included a literature review about relevant topics to understand the theory behind social media content, highlighting the engagement and community-building aspects. In one of the project tasks, the author studied how social media content is currently perceived by their current and potential B2C consumers by conducting semi-structured one-to-one interviews and analyzing the results to findings. The main objective was to understand how different kinds of content can increase customer engagement and community building, and from the findings, to build a content strategy for the commissioning company.
This study’s final analysis shows that there is a connection between well-planned, effective, and targeted social media content strategy and user engagement. The result of the study was the final social media content recommendations to optimize Bonic Fashion Oy’s community building and social media engagement. The final product included a separate content strategy booklet in the Appendix 2.