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Engagemang på Instagram: Hur informationstyper och innehållselement påverkar kundengagemang
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Instagram engagement : How information orientations and content types affect customer engagement (English)
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.

Place, publisher, year, edition, pages
2018.
Keywords [sv]
Sociala medier, Instagram, kundengagemang, Information, Informationstyper, Informationsarkitektur
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-14749OAI: oai:DiVA.org:hb-14749DiVA, id: diva2:1232754
Subject / course
Informationsarkitektur - Webbredaktör
Available from: 2018-07-30 Created: 2018-07-12 Last updated: 2018-07-30Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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