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
How do we look on Instagram?: A communication strategy for Swedish branding agencies.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Hur ser vi ut på Instagram? : En kommunikationsstrategi för Svenska varumärkesbyråer. (Swedish)
Abstract [en]

Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is done visually, which can be a good choice for branding agencies.

The purpose of this thesis is to suggest a strategy for Instagram using results from a study of Swedish branding agencies’ use of Instagram, during a period of one year. The empirical study was done using a quantitative content analysis, in combination with an image analysis. A selection of six agencies were used for the two analyses to gain understanding of the research topic. Findings showed that Instagram was mainly used to humanize the agencies’ identity, and at the same time filled a showcasing function. A digital strategy plan was created for a Swedish branding agency called LLC Design. The plan created a total of 62 posts for a period of six months, with four different themes called Vi Värmland, Vi i LLC, Showcase and Kunskap, to deliver diverse content.

Place, publisher, year, edition, pages
2017. , p. 76
Keywords [en]
social media, Instagram, branding agencies, digital marketing
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-55381OAI: oai:DiVA.org:kau-55381DiVA, id: diva2:1114625
External cooperation
LLC Design
Subject / course
Media and Communication Studies
Educational program
Media and Communication: Visual Communication Design (180 ECTS credits)
Supervisors
Examiners
Available from: 2017-06-28 Created: 2017-06-25 Last updated: 2017-08-10Bibliographically approved

Open Access in DiVA

Arkivfil(7710 kB)303 downloads
File information
File name FULLTEXT02.pdfFile size 7710 kBChecksum SHA-512
3b03c901a31628232c2ad78722b8078bf90086ec247365f6171b0ff69c8fe62e9d4aeff749b0a5b2605135aa7a45abf87b2a589aa7fd2443d2c8ed687081889a
Type fulltextMimetype application/pdf

By organisation
Department of Geography, Media and Communication
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 321 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

urn-nbn

Altmetric score

urn-nbn
Total: 1237 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