Case 1.1 - Reviderat, caseewfrghgnb PDF

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Samuel Stojcevski

Marketing perspectives FE2100

Case 1.1 Walk to Cannes to talk to Influencer. The company Nelly is a firm that arranges travels to Cannes for influencers. Thanks to this concept the company has gotten a stir in the media for a trip where they flew over nearly 200 influencers to the French Riviera, especially when the organization Nelly has policies that say that they want to minimize air travels for the environment's best (Hartmann et. al, 2020). An Instagram page, named Aningslösa influencers, specializes in shaming influencers because of their traveling according to Expressen (2019). Aningslösa influencers found a way to spread criticism in mainstream media rants (Hartmann et. al, 2020). The meaning of Thing ideal, feel bad has different descriptions in this case. According to Arnould & Thompson (2005) there is a theory called Consumer Culture Theory (CCT) that describes how we both understand consumers and how companies do their marketing. The case is introduced by Nelly’s choice of concept to fly over around 200 influencers to Cannes. This means that their trip to Cannes is an opportunity to do their job for their own channels, meanwhile when they take their followers to the trip with them the company Nelly gets their advertisement through the influencers (Hartmann et. al, 2020). But the criticism that the Instagram page Aningslösa influencers gives to the company means that thanks to the trip to Cannes the environment gets affected. This is a result that makes the company and influencers feel bad for taking part in environmental degradation. Consumption is a point that matters. Hartmann et. al (2020) talks about Existential consumption which goes hand in hand with the consumer cultures. This type of consumption describes how a person or a group wants to be or become through consuming different objects and services. It is a way of showing social status and belongings. Something that gets harmed is the consumer’s well-being and identity because of the relevance of their pleasure in solidarity in order to have a good feeling. The norms that the market has implemented because of style, behavior and life approach are according to Hartmann et. al. (2020) some examples that harm consumers' health. However, persons consume this type of consumption of services or products in order to create an identity for themselves (Hartmann et. al. 2020).

Samuel Stojcevski

Marketing perspectives FE2100

Hartmann et. al. (2020) also uses a specific example in their book, keeping up with the Joneses which means that people that like to travel to different locations are in a change that is continuous. Consumers that somehow interact with the influencers travel to Cannes can feel anxiety and stress if they do not perform the same successful approach that these influencers present in their social channels (Hartmann et. al. 2020). Another aspect that the authors discuss in the case is that human beings are trained to be consumers. Even if we are taking part in such things as traveling, people are not information processors. There is an important statement in the article If we are so rich, why aren’t we happy where the author says that some persons who have a wealthy lifestyle usually feel unhappy in their lives. Even if people are rich, it does not always create a happier life. Therefore, the materialistic status has not a large influence in the long run which means that metralism is related to the culture among consumers (Hartmann et. al. 2020). Symbolic consumption is a phenomenon discussed in marketing which describes the consumption that humans are being engaged with nowadays. Sidney Levy authored an article called Symbols for Sale published in Harvard Business Review (1959) that describes how people were in the past compared to today. Levy mentioned an example that describes how Americans got from survival thinking because they had more money than before which means that the symbolic aspects of consumption increased when they reached that point (Hartmann et. al, 2020). Hartmann et. al (2020) says in the case that over 200 influencers traveled to Cannes through the firm Nelly which is a description of Levy’s (1959) study in Symbols. Even if money is not mentioned in the case, all influencers had the opportunity to directly take actions in the consumptions and travel to Cannes. Symbols are equal in consumptions and that is what all the influencers took, they took the actions to travel without any doubt about a financial thought. Symbols on the other hand are connected to Hartmanns et. al (2020) description of how the human being is a cultural animal and it is grown up in a society where consumption is an aspect in their lives which is another part of Levy’s study (Hartmann et. al, 2020). However, it is on the other hand an ideal thing because of the human being that is a cultural animal that wants to experience life which means that it is ideal thanks to the value that travels gives them.

Samuel Stojcevski

Marketing perspectives FE2100

In conclusion, the influencers travel to Cannes is a consumer culture because the CCT theory is a way of understanding how consumers and the marketing works. The trip creates a side of the influencers that is shown in how they act in consumption when they meanwhile advertise Nelly. Levy’s study about Symbols is also a description of consumption. It means that people are created as cultural animals that want to experience life which the influencers did by traveling with Nelly to Cannes. This type of description of consumption is also related to existential consumption because when the influencers take the advantages to show how their travel to Cannes is, it is a way for them to show their status and belongings to their followers. Hartmann et. al. (2020) continuously mentions that stress occurs among consumers. Firstly, insecurity among human beings that creates whenever people are not where others are such as the influencers and their trip to Cannes. Secondly, contents that are advertisements on social media, an example is when the influencers in Cannes showed off the tropical environment in Cannes. All of these reasons that the authors present are different explanations that define the phenomenon: think ideal, feel bad.

Tables of contents

Hartmann, B. Ostberg, J. Parment, A & Solér, C. (2020), Unboxing Marketing: Creating value for consumers, firms and society. Lund: Studentlitteratur

Samuel Stojcevski

Marketing perspectives FE2100...