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Innehåll som engagerar: En studie om användarengagemang på Instagram
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Content that engages : A study of user engagement on Instagram (English)
Abstract [en]

The increasing participation on social media is creating new marketing opportunities for companies and the use of social media as a marketing tool is becoming more common. This study aims to provide a broader insight into the relation between engagement and brand-related content on Instagram. Previous researchers have focused on studying the causes of high and low engagement rate on social media, but also what type of brand-related content is optional for social media marketing. The method applied is a content analysis and the acquired theory was applied in order to categorise and analyse the collected data. The categorisation was made with the base of three social media content categories derived from a conceptual framework by Michahelles & Cvijikj (2013). The empirical data was collected from two Instagram accounts within the fashion industry, NA-KD and Bubbleroom. The engagement rate is measured in “likes”. The results showed that entertaining content have the highest engagement rate, while remunerative content (competition and reward-related content) achieved the second highest engagement rate. Informative content, which was contained of brand and product-related content, was the most frequently published content on NA-KD and Bubbleroom, but had the lowest engagement rate.

Place, publisher, year, edition, pages
2019.
Keywords [sv]
engagemang, sociala medier, Instagram, informationsarkitektur, innehållstyp, gilla-markeringar, innehållsanalys
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-22961OAI: oai:DiVA.org:hb-22961DiVA, id: diva2:1412221
Available from: 2020-03-06 Created: 2020-03-05 Last updated: 2022-03-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • harvard-cite-them-right
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf