Marketing Motherhood: Analyzing the Recruitment Media of LuLaRoe

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Communicata
Issue:26
Marketing Motherhood: Analyzing the Recruitment Media of LuLaRoe

Marketing Motherhood: Analyzing the Recruitment Media of LuLaRoe

Authors : Stefanie Elizabeth Davis Kempton

Pages : 1-7

Doi:10.5152/communicata.2023.23034

View : 23 | Download : 25

Publication Date : 2023-10-16

Article Type : Research Paper

Abstract :Multilevel marketing is a billion-dollar industry. LuLaRoe is a successful multilevel marketing that uses mass media to recruit women to sell its products. However, LuLaRoe has been accused of being a pyramid scheme. Through a textual analysis of LuLaRoe’s website and social media pages, this study analyzes the recruitment media of LuLaRoe. Findings suggest common themes: an ideal retailer is a young, white, mother; LuLaRoe promises women the control to be successful entrepreneurs and attentive mothers; and LuLaRoe perpetuates a before-and-after identity.
Keywords : Cinsiyet, pazarlama, ırk, işe alım iletişimi

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