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En studie om hur medlemmar engagerar sig i grupper på sociala medieplattformar som syftar till att skapa hållbara livsstilar
Halmstad University, School of Information Technology.
Halmstad University, School of Information Technology.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Sociala medier kan användas som ett effektivt verktyg för att engagera människor, bygga sociala nätverk och influera människors beslut, dock efterfrågas forskning om hur sociala medier främjar engagemang då det finns en begränsad förståelse om detta. För att öka förståelsen kring detta utfördes en undersökning om hur medlemmar engagerar sig i grupper på sociala medieplattformar som syftar till att skapa hållbara livsstilar. Kontexten som användes för att undersöka detta var facebookgrupper där medlemmarna har tillämpat eller är intresserade av att tillämpa en vegansk eller vegetarisk livsstil. Att reducera sin animaliekonsumtion kan vara en hållbar livsstil eftersom hållningen och produktionen av animaliska livsmedel är en av de främsta orsakerna till de allvarligaste miljöproblemen i både lokal och global skala. Studien genomfördes med en kvalitativ forskningsansats där en netnografisk studie utfördes i den valda kontexten. Resultatet från den netnografiska studien analyserades med hjälp av en tematisk analys. Utifrån analysen identifierades olika sätt medlemmar engagerar sig i grupper på sociala medieplattformar med syftet att skapa hållbara livsstilar.

Abstract [en]

Social media can be used as an effective tool for engaging people, building social networks and influencing people's decisions, however, research is requested regarding how social media promotes engagement as there is a limited understanding of this. In order to increase this understanding, a study was conducted on how members engage in groups on social media platforms with the goal to create sustainable lifestyles. The context in which this was investigated was facebook groups where members have committed to, or interested in a vegan or vegetarian lifestyle. Reducing the consumption of animal products can be a sustainable lifestyle because the consumption and production of animal foods is one of the main causes of the most serious environmental problems on both a local and global scale. The study was conducted with a qualitative research approach in which a netnographic study was performed in the chosen context. The results of the netnographic study were analyzed using a thematic analysis. Based on the analysis, various ways were identified regarding how members engage in groups on social media platforms with the aim of creating sustainable lifestyles.

Place, publisher, year, edition, pages
2019. , p. 32
Keywords [en]
social media, engagement, sustainable lifestyle
Keywords [sv]
sociala medier, engagemang, hållbar livsstil
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hh:diva-40744OAI: oai:DiVA.org:hh-40744DiVA, id: diva2:1362182
Subject / course
Informatics
Educational program
Digital Design and Innovation, 180 credits
Presentation
2019-10-18, 10:30 (Swedish)
Supervisors
Examiners
Available from: 2019-11-11 Created: 2019-10-18 Last updated: 2019-11-11Bibliographically approved

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Type fulltextMimetype application/pdf

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