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Touch, Swipe or Click?: Understanding information exchange (eWOM) on Instagram and how it can be encouraged
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Electronic word-of-mouth (eWOM) is known as one of the most influential factors impacting consumer behaviour. Yet, not all consumers are motivated to like, tag or comment on commercial posts online. Therefore, marketers need to capture consumers’ attention and encourage eWOM creation (interaction) through the content features (visual, text and audio) of their brand posts. However, currently as many as 91% of marketers lack an understanding of what content actually drives people to interact (Stelzner, 2015). Thus, this study’s aim is to explore, using a survey and an in-depth experimental study, which content forms engage and encourage users to create eWOM on Instagram. The results reveal that users seldom interact with commercial posts, which pinpoints the difficulties for brands on Instagram and thereby the need for a different content strategy. However, when posts connect to users’ intrinsic interests and display content forms that are in line with users’ characteristics, individuals find it more engaging and consequently create eWOM. Specifically, findings reveal that employees (27-29 year olds) are less negative towards commercial posts and more likely to create eWOM than students (18-26 year olds). In regards to the content forms, a post should include; short text/videos, emotion-driven emoji, maximum three hashtags, non-static and contrasting backgrounds, and verbal audio rather than music. 

Place, publisher, year, edition, pages
2017. , p. 97
Keywords [en]
Electronic-word-of-mouth (eWOM), Word-of-mouth (WOM), Engagement, Content Features, Social Networking Sites (SNS), Instagram, Social Media Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-325474OAI: oai:DiVA.org:uu-325474DiVA, id: diva2:1114779
Educational program
Business Aministration and Economics Programme
Supervisors
Available from: 2017-06-27 Created: 2017-06-25 Last updated: 2017-06-27Bibliographically approved

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Touch, Swipe or Click?(18659 kB)384 downloads
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CiteExportLink to record
Permanent link

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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
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