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Effekten av visuellt innehåll på sociala medier ur ett konsumentperspektiv
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Effect of Visual Content on Social Media from a Consumer Perspective (English)
Abstract [en]

The constantly evolving use of social media as a marketing tool is commonly known, and the opportunities for companies to get feedback about how successful their marketing is, have grown just as much. Today's companies take great financial risks when choosing marketing material in the traditional marketing way, but as the social network Instagram is free to use, the biggest risk here is to lose followers, and thus potential customers. This study aims to investigate what consumers actually want to see in the direct marketing they themselves have chosen to receive; what the consumers find most appealing and what makes them feel the greatest desire to buy. For this study seven semi-structured interviews were held with seven women all in the age between 16 and 25. They shared their everyday habits on the social media platform Instagram and were shown 15 Instagram pictures from five major fashion companies. The women expressed their spontaneous feelings when the pictures were shown, just as if the images had been found in their own Instagram feed. The images shown consisted of two, by us, defined messages divided into a five-degree scale, where the scale was ranked accordingly: extremely rational, rational, mixed, emotional and extremely emotional messages. The interviewees also commented on their preferences regarding the content of the pictures, if it was up to their own choosing. After analyzing all interviews, we have come to the conclusion that both the rational and the emotional image categories are preferable to the others. These two stand out from the five-degree scale as both more appealing and creating a greater desire to buy. The extreme ends of each category does not suit marketing on Instagram for different reasons. With this information, we hope to help companies with their marketing strategy on Instagram.

This thesis is written in Swedish.

Abstract [sv]

Användningen av sociala medier som marknadsföringsverktyg växer ständigt, och så även möjligheterna för företag att få återkoppling angående hur framgångsrik deras marknadsföring är. Dagens företag tar stora ekonomiska risker när de väljer marknadsföringsmaterial på det traditionella sättet, men när det på sociala mediet Instagram är gratis att skapa ett konto blir den största risken att förlora följare och därmed potentiella kunder. Den här studien undersöker vad konsumenter faktiskt önskar att se i den direktreklam de självmant väljer att följa, vad som mest tilltalar dem och vad som får dem att känna mest köplust. Studien består av sju semistrukturerade intervjuer med kvinnor i åldrarna 16-25 som berättar om sina vanor på det sociala mediet Instagram. De sju kvinnorna visades 15 Instagrambilder från fem stora modeföretag och fick uttrycka sina spontana känslor inför dessa, likt ifall bilderna hade funnits i intervjupersonernas Instagramflöde. Bilderna bestod av två budskap som var uppdelade på en femgradig skala, där skalan rangordnades efter kategorierna extremt rationellt, rationellt, mixat, emotionellt och extremt emotionellt budskap. Intervjupersonerna kommenterade även vilka preferenser de hade angående bildernas innehåll ifall de själva fick välja. Efter att ha analyserat alla intervjuer menar vi att både de rationella och de emotionella bildkategorierna är att föredra, de står ut på den femgradiga skalan som både mer tilltalande och mer skapande av köplust. De extrema kategorierna av båda budskapen passar inte marknadsföring på Instagram av olika skäl. Med den här informationen hoppas vi kan hjälpa företag med deras marknadsföringsstrategi på Instagram.

Place, publisher, year, edition, pages
2017.
Series
Textilt Management ; 2017.1.11
Keywords [en]
the AIDA model, Visual content, Rational message, Emotional message
Keywords [sv]
Instagram, AIDA-modellen, Visuellt innehåll, Rationellt budskap, Emotionellt budskap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12659OAI: oai:DiVA.org:hb-12659DiVA, id: diva2:1142899
Subject / course
Textile management
Available from: 2017-10-06 Created: 2017-09-20 Last updated: 2017-10-06Bibliographically approved

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2017.1.11(943 kB)708 downloads
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Type fulltextMimetype application/pdf

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