Change search
ReferencesLink to record
Permanent link

Direct link
Passiva sympatisörer och aktiva deltagare: En studie av hur deltagande via det sociala mediet Instagram kanpåverka engagemang och deltagande i och för ideella verksamheter.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Passive supporters and active participants : A study of how activitythrough the social media Instagram can influence engagement andparticipation in and for voluntary organizations. (English)
Abstract [en]

The purpose of this masters thesis is to investigate the engagementconveyed through the sharing of personal stories via social media.To achieve this the thesis examines different forms and degrees ofstorytelling in hashtags on Instagram initiated by non-profitorganizations. Through the eyes of two people from the voluntarysector it also examines the driving forces they experience behindthe posts in their hashtags and how trust and identity building canbe linked to the sharing of stories. The study shows that the posts investigated occurs in differentforms and reflects different degrees of participation. The drivingforce that can be read into the different posts is self-interest andaltruism in combination and this also influences the engagement ofthe receivers. By strategically using and encouraging the sharing ofpersonal stories, the voluntary sector can strengthen the internaldialogue, their brands and credibility.

Place, publisher, year, edition, pages
Keyword [sv]
ideell sektor, storytelling, strategisk kommunikation, socialt kapital, engagemang, sociala medier, Instagram
National Category
Information Studies
URN: urn:nbn:se:hb:diva-10253OAI: diva2:944260
Subject / course
Library and Information Science
Available from: 2016-08-03 Created: 2016-06-29 Last updated: 2016-08-03Bibliographically approved

Open Access in DiVA

sik2015_14(1010 kB)8 downloads
File information
File name FULLTEXT01.pdfFile size 1010 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Faculty of Librarianship, Information, Education and IT
Information Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 8 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

Total: 57 hits
ReferencesLink to record
Permanent link

Direct link