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För vem kommenterar du?: En studie om interaktion mellan H&M och deras användare på Facebook
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
For whom do you comment? : A study of the interaction between the company H&M and their users on Facebook (English)
Abstract [en]

This essay addresses the subject social interaction in the social network named Facebook. The studied interaction took place between the Swedish clothing company H&M and the active visitors on the company page in the social network. The subject of social interaction in social media is an interesting field to study due to its vast range, the largely amount of people involved and it is of interest to see how the company and customers interact. The purpose of the essay was to study the interaction between the company and visitors. The statement of the problem is divided into four questions which is processing a deeper analysis of how the company page is used. What reasons the company might have to be in the social network and reasons for visitors to interact on the company page and lastly how the attitude from the company was perceived. Previous research used for this study has been four articles on the subject of social media to see how the research had taken place. Chosen methods for the study were methods of mapping of the company page in the network, a critical discourse analysis on chosen elements from the mapping and a complementary questionnaire sent out to the visitors in the social network. Through these we received insight in the fact that the pages were used mostly for information and customer-to-customer interaction and so also expression of views. The given conclusions of the study were that it creates an imagined interaction with the company, whilst the real interaction is between the customers under the auspices of the company. We found that the most important factor was to have the opportunity to be able to interact, even though the shown views were played with the assertion of one’s identity. For the company there was a reason to have an active page, a cohesive customer base and reach out with the company identity to a wider audience.

Place, publisher, year, edition, pages
2013. , 72 p.
Keyword [sv]
Social interaktion, identitet, H&M, Facebook, sociala medier, kommunikation, behov, rollgestaltning
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-27706OAI: diva2:638519
Subject / course
Media and Communications Science
Educational program
International Communication Programme, 180 credits
Available from: 2013-08-06 Created: 2013-07-30 Last updated: 2013-08-06Bibliographically approved

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