Marketing Motherhood: Analyzing the Recruitment Media of LuLaRoe
Authors : Stefanie Elizabeth Davis Kempton
Pages : 1-7
Doi:10.5152/communicata.2023.23034
View : 12 | Download : 18
Publication Date : 2023-10-16
Article Type : Research
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