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
Ibland känns det som jag är osynlig: En studie om hur algoritmer i form av innehållsfiltrering upplevs påverka den professionella kontoinnehavarens marknadsföringsaktivitet på Instagram
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sometimes it feels like I'm invisible : A study on how algorithms in terms of content filtering is perceived to affect professional account holders marketing activity on Instagram (English)
Abstract [en]

To be able to present its user with personal and relevant content and thus the best user experience, Instagram constantly updates and modifies its algorithms. This bachelor thesis investigates how continuous changes in algorithms on Instagram are affecting the social media strategies and activities for professional account holders such as companies, influencers and other media profiles. To approach the issue, email-based interviews and content analysis have been used as qualitative methods in the study. These two methods have allowed this thesis to examine in what way continuous changes of the algorithms can result in an experience of increased difficulty according to professional account holders in terms of their marketing activity. Aswell, it examines whether the sorting mechanism contributes to a perception of reduced visibility on the platform. The thesis discusses relevant factors to execute marketing activity effectively and successfully on the platform; these factors are summarized into a need for engagement and interaction, visibility and knowledge of the consumer's interaction pattern. How these factors matter is described in the study. After analysis of collected data it was found what account holders consider negative with Instagram’s algorithms, which is answered in this thesis. The result of the study shows that there is a perceived reduction in visibility and increased difficulty for professional account holders in terms of marketing activities. From a larger perspective, the study discusses potential challenges in terms of how algorithms and content filtering can affect the whole field of Information Architecture.

Place, publisher, year, edition, pages
2018.
Keywords [sv]
Instagram, Algoritmer, Marknadsföring, Innehållsfiltrering, Algoritmisk personalisering, Interaktionsmönster, Informationsarkitektur
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-14740OAI: oai:DiVA.org:hb-14740DiVA, id: diva2:1232729
Subject / course
Informationsarkitektur - Webbredaktör
Available from: 2018-07-30 Created: 2018-07-12 Last updated: 2018-07-30Bibliographically approved

Open Access in DiVA

fulltext(715 kB)4 downloads
File information
File name FULLTEXT01.pdfFile size 715 kBChecksum SHA-512
8c5df401bdf7a6611daeec50896e65d7216e87adb8a5aa3c81f99db651923e3d1b65596e515e203aebd95458be33d8f9bba60e871ceb4115efc2f722c7b9e5fb
Type fulltextMimetype application/pdf

Information Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 4 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: 17 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