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City branding on Instagram: DMOs and their usage of affordances
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Technological developments such as social media have created challenges for DMOs (destination marketing organisations or destination management organisations). DMOs are trying to keep up with development of new social media platforms including Instagram. Academic literature shows that there is very little known about the usage of Instagram by DMOs. Research on this topic is still in its infancy. This thesis aims to find out how Leeuwarden and Amsterdam, two cities in the Netherlands, are utilising Instagram by using affordances approaches of Kietzmann et al. and Spector. A qualitative case study, as well as a content analysis and interviews provide insight in DMOs usage of Instagram affordances, which is the purpose of this thesis. Findings show that both Leeuwarden and Amsterdam mostly use similar ways in utilising the affordances by Kietzmann et al. and Spector. The honeycomb model by Kietzmann et al. shows that the affordances of Instagram mainly focus on sharing, identity and relationships. Instagram does in a very limited way focus on groups. Spector’s affordances show that collaboration, interaction and creativity are most important. Reflection, dialogue, organisation and inquiry are not important.

Place, publisher, year, edition, pages
2016. , 131 p.
Keyword [en]
social media, Instagram, affordances, content analysis, interviews, challenges, Leeuwarden, Amsterdam, Kietzmann, Spector
National Category
Media Studies
Identifiers
URN: urn:nbn:se:uu:diva-305446OAI: oai:DiVA.org:uu-305446DiVA: diva2:1038452
External cooperation
Amsterdam Marketing; Marketing Leeuwarden
Subject / course
Media and Communication Studies
Educational program
Master Programme in Social Sciences
Supervisors
Examiners
Available from: 2016-10-19 Created: 2016-10-18 Last updated: 2016-10-19Bibliographically approved

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