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Syns du inte, så finns du inte: En kvalitativ studie om unga kvinnors motiv bakom positivt laddat användargenererat innehåll på Instagram
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: What are the motives behind positively charged user-generated content on Instagram?

Purpose: The study aims to identify and analyze existing and potential users' motives for creating and distributing positively charged content on Instagram from a user perspective.

Method: The study was conducted based on a qualitative method and applied the hermeneutical - phenomenological approach. Eleven semi-structured interviews were conducted with female users of Instagram aged between 21-30 years.

Theory: The study builds on previous research on user-generated content, electronicword-of-mouth, selective attention, Lazarsfeld’s two-step flow of communication model, Uses & Gratification, motivation and Katz’ functional theory, and Maslow's hierarchy of needs.

Empirics and analysis: The empirical data consists of the eleven completed in-depth interviews that were analyzed based on the selected theories.

Conclusion: The study has concluded that the underlying motives behind creating positively charged user-generated content on Instagram are: (1) social interaction, (2) entertainment and (3) the need to be seen.

Place, publisher, year, edition, pages
2016. , 70 p.
Keyword [en]
Web 2.0, social media, Instagram, user generated content, electronicword-of-mouth, selective attention, motivation, uses & gratification
Keyword [sv]
Web 2.0, sociala medier, Instagram, användargenererat innehåll, electronic-word-of-mouth, selektiv uppmärksamhet, motivation, uses & gratification
National Category
Business Administration
URN: urn:nbn:se:sh:diva-30468OAI: diva2:941790
Subject / course
Business Studies
Social and Behavioural Science, Law
Available from: 2016-06-23 Created: 2016-06-22 Last updated: 2016-06-23Bibliographically approved

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