“WE ARE CAIA”. En kvalitativ multimodal semiotisk analys om hur Caia Cosmetics, tillsammans med Bianca Ingrosso som influencer skapar varumärkesidentitet och -gemenskap.

Abstract

In today's digital landscape, social media has become a key platform for companies to build and maintain strong brand communities. This thesis aims to explore how Caia Cosmetics, a leading beauty brand, utilizes social media platforms—specifically YouTube and Instagram—to create and nurture its brand community. The study addresses three core research questions: Does Caia Cosmetics foster a brand community through its marketing and communication on YouTube and Instagram, and if so, how? What values or messages, beyond makeup, are conveyed by Caia Cosmetics through these platforms? Finally, what role does Bianca Ingrosso, a prominent influencer and co-founder of the brand, play in this communication? By employing qualitative analysis of the brand’s content on these platforms, we seek to provide a detailed understanding of the strategies used to engage consumers and build loyalty. The study highlights the importance of authentic and meaningful communication, showing how Caia Cosmetics successfully leverages both visual and auditory content to create a cohesive brand identity. Furthermore, this thesis examines the broader impact of influencer marketing and the evolving role of influencers like Bianca Ingrosso in shaping brand perceptions and consumer relationships. Through our qualitative analysis, we conclude that Caia Cosmetics successfully creates a strong sense of community and identity among its followers. The brand maintains a consistent and cohesive message across its social media channels, which reinforces its values and strengthens its connection with consumers. Moreover, Caia Cosmetics expresses and conveys much more than just makeup in its communication, promoting values related to confidence, empowerment, and self-expression. Bianca Ingrosso, as the face of the brand, plays a central role in this process, acting as both an influencer and a spokesperson. Her authentic presence and personal connection with the audience contribute significantly to the brand's identity and community building. The findings contribute to the theoretical understanding of brand community creation in the context of social media, as well as provide practical insights for businesses looking to enhance their online presence. This study also offers a deeper look into the profession of influencers, shedding light on their influence in the digital marketing ecosystem (OpenAI, 2024). Keywords: brand community, brand identity, semiotics, denotation, connotation, social media, influencer marketing, YouTube, Instagram, Bianca grosso, Caia Cosmetics.