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
The road to success on Instagram? Engagement and Interaction!: A study of the relevance of interaction and engagement and their impact on ASOS’ reputation
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to study ASOS, an online fashion retailer, in order to identify success factors in creating interaction and engagement through ASOS’ Instagram communication and to investigate if this engagement and interaction shapes ASOS reputation positively. This purpose has been the foundation of the study’s research questions: 1.) Which success factors can be identified in creating interaction and engagement in ASOS communication on Instagram? 2.) Does this engagement and interaction on Instagram shape ASOS reputation positively? The research questions is answered through a quantitative content analysis where 20 posts with the highest versus lowest levels of interaction and engagement was studied. This maps the occurrence of motifs, approaches and tags among others. With the basis in the theoretical framework based on the communication model by Shannon and Weaver (1972), the theory of AIDA (Agndal & Axelsson 2012), The social media interaction theory (Maecker et al. 2016) and Digital word of mouth (Castellano & Dutot 2016) the conclusion is made that interaction and engagement shapes a positive reputation for ASOS. This mainly because of the engaging audience’s use of Digital word of mouth when tagging other Instagram users while commenting something positive. Another conclusion reached by the study is that social media trends are one of the largest successfactor identified in ASOS’ communication on Instagram. Other success factors where among others posting unique fashion trends.

Key words: Interaction, Engagement, Reputation, ASOS, Instagram

Place, publisher, year, edition, pages
2016.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-314256OAI: oai:DiVA.org:uu-314256DiVA, id: diva2:1070285
Subject / course
Media and Communication Studies
Available from: 2017-02-01 Created: 2017-02-01Bibliographically approved

Open Access in DiVA

fulltext(1761 kB)308 downloads
File information
File name FULLTEXT01.pdfFile size 1761 kBChecksum SHA-512
141fe4a4892a177156460f32adda981aaca2e0b1e0be1760f76302dbd26bd756e3f75c36a8f77f12972abfeae0853a056ef473488fe271b5922dc12a69f07b8d
Type fulltextMimetype application/pdf

By organisation
Department of Informatics and Media
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 308 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: 1806 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