sh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • rtf
Attityder till annonser på Instagram: En kvalitativ studie om hur konsumenter uppfattar innehållet i annonser på Instagram
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media is increasing constantly, which led to new communication and marketing channels have evolved, it has helped businesses and consumers to integrate and communicate with each other. One of the fastest growing communication and marketing channels is Instagram. The purpose of this study is to gain a deeper understanding of consumer attitudes to the content of the ads on Instagram. The study was based on a qualitative research approach with a selection of ten people, aged 18-28 years, who use Instagram. Previous research has shown that most people who use Instagram are between 12-35 years, therefore this study chose to combine the people who were available and were in the age frame. Semi-structured interviews were used as a method of study and consisted of eleven questions, which were in two distinct themes.

The study's empirical data were analyzed using theories of social media as a communication- and marketing channel and attitudes to advertising. The study results showed that all respondents perceive the content of the ads on Instagram as both positive and negative, depending on how the company shapes the content of the ads on Instagram.         

Place, publisher, year, edition, pages
2017. , 36 p.
Keyword [sv]
Kommunikationskanal, marknadsföringskanal, Instagram, attityder, sociala medier, reklam
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-32207OAI: oai:DiVA.org:sh-32207DiVA: diva2:1079013
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-03-07 Created: 2017-03-07 Last updated: 2017-03-08Bibliographically approved

Open Access in DiVA

fulltext(803 kB)265 downloads
File information
File name FULLTEXT01.pdfFile size 803 kBChecksum SHA-512
7372f0719a8872ecd6c15c1f71a3a6608a51b8a972db2f689ab3d7a10aa3b10c6e30a7bca914a26959350cb74e2c3a4ecc8b6caf647eb598475fece445831b14
Type fulltextMimetype application/pdf

By organisation
Business Studies
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 265 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 915 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • rtf