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Engagemang på Instagram: Hur informationstyper och innehållselement påverkar kundengagemang
Högskolan i Borås, Akademin för bibliotek, information, pedagogik och IT.
Högskolan i Borås, Akademin för bibliotek, information, pedagogik och IT.
2018 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgaveAlternativ tittel
Instagram engagement : How information orientations and content types affect customer engagement (engelsk)
Abstract [en]

The aim of this study is to examine how the three different information orientations task-oriented, interaction-oriented and self-oriented affect the customer engagement on Instagram. Furthermore, this study aims to test if these three information orientations are a suitable way to divide the information on Instagram. Method - A qualitative and quantitative content analysis of 133 Instagram posts published during a two-week period in March 2018. All posts are selected from three Nordic apparel brand accounts. The data collected from the posts include which information orientation, the content types and amount of customer engagement (comments and likes). Findings - Results show that the information orientations may not be the most suitable way of dividing information. Instead, the study suggests dividing information into content categories (for example food, events, products or quotes) in order to identify how different types of content affect the customer engagement.

sted, utgiver, år, opplag, sider
2018.
Emneord [sv]
Sociala medier, Instagram, kundengagemang, Information, Informationstyper, Informationsarkitektur
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-14749OAI: oai:DiVA.org:hb-14749DiVA, id: diva2:1232754
Fag / kurs
Informationsarkitektur - Webbredaktör
Tilgjengelig fra: 2018-07-30 Laget: 2018-07-12 Sist oppdatert: 2022-03-02bibliografisk kontrollert

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Totalt: 405 treff
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