Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/16588
The purpose of this thesis is to provide a relatively new and fresh approach to marketing, using ideologies such as brand persona, storytelling, segment persona, gatekeepers and word of mouse, an electronic version of word of mouth. The thesis is based on an analysis of the Icelandic wool design company, Vík Prjónsdóttir, which is then linked to what has been written about online marketing with an emphasis on social media. The nature of the analysis required an in-depth interview with Vík Prjónsdóttir’s designers, as information needed to be gathered on both Vík as a person and on Vík Prjónsdóttir’s segment persona. Information was also gathered from speaking with Vík’s managing director. In addition to the interviews, the latest data on social media was used as a part of the analysis. The main findings from the analysis is that the name Vík Prjónsdóttir already has a strong identity and, in a way, a life of its own, which is very likely linked to its gripping and unique name. Most of what has been written about online marketing and social media in particular indicates that they have become quite an invasive force; marketers and advertisers have realized the benefits of using social media as a marketing tool. Bloggers are now being considered valuable to firms and have become important gate keepers; they have the power to decide if they should withhold knowledge and information or let it run out to the masses through the pipelines they are strategically and consciously building.