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Engagemang på sociala medier: en studie om användarengagemang på skönhetsvarumärkens Instagramkonton
2019 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgaveAlternativ tittel
Social media engagement : studying user engagement with beauty brands on Instagram (engelsk)
Abstract [en]

This study explores what creates engagement on social media, studying user engagement with beauty brands on Instagram. In the last few years, social media has changed the way brands and individuals interact online. Depending on the context, different factors need to be considered in engaging the users. The study uses content analysis to investigate what drives the most engagement in the form of likes on Instagram coupled with semi-structured interviews to find out more detailed explanations and information about the user needs. The study analyses the result, using the information architecture model, containing the relationship between users, content and context, to explain how it relates to what creates engagement on social media. By analysing previous research and the data collected in our study we could reach a result. The study shows that for beauty brands to engage with their followers on Instagram, they first need to understand the users, content and context. Meaning they need to understand the context in which they are posting, what content to post depending on the context and most importantly, the users and what they need.

sted, utgiver, år, opplag, sider
2019.
Emneord [sv]
Engagemang, Instagram, sociala medier, informationsarkitektur.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-22439OAI: oai:DiVA.org:hb-22439DiVA, id: diva2:1385813
Fag / kurs
Informationsarkitektur - Webbredaktör
Tilgjengelig fra: 2020-01-17 Laget: 2020-01-15 Sist oppdatert: 2020-01-17bibliografisk kontrollert

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