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Att konsumera, bidra eller skapa: En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Consuming, contributing or creating : A study of participation in brand related activities on Facebook (English)
Abstract [en]

This study has researched different motivations for user participation in brand related activities on social media. The study used three types of participation to evaluate motivations for user participation. These types were the following: consuming content, contributing to existing content and creating new content. An online questionnaire was distributed on brand Facebook pages and was used as a foundation for two focus group interviews that were then held. The goal of the study was to see what motivates user participation, in order to aid companies and organizations in understanding users. We focused on six motivations from the COBRA-model. Using this model, we have categorized answers from the questionnaire and the focus groups. This has revealed which motivations that are present in different types of participation. We found that entertainment, search for information and discounts and other offers were important motivations for participation. This study also uncovered user attitudes towards different types of posts on Facebook pages, something that can prove to be useful information for companies and organizations. 

Place, publisher, year, edition, pages
2013. , 47 p.
Keyword [sv]
Sociala medier, användardeltagande, konsumenters varumärkesrelaterade aktiviteter online, Facebooksida
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:sh:diva-21444OAI: oai:DiVA.org:sh-21444DiVA: diva2:688760
Subject / course
Media Technology
Uppsok
Technology
Examiners
Available from: 2014-02-24 Created: 2014-01-17 Last updated: 2014-02-24Bibliographically approved

Open Access in DiVA

fulltext(1689 kB)120 downloads
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File name FULLTEXT01.pdfFile size 1689 kBChecksum SHA-512
25bd9dc61e854a5ff3d0f85bf2851601d1abb9801e2230ee4e6f038bf6033945b681843fb3352a4cd1a6f9e01e358ca11a3daed12ca2c3af5a519a3ab3398a77
Type fulltextMimetype application/pdf

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School of Natural Sciences, Technology and Environmental Studies
Media Engineering

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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