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  • 1.
    Jönsson, Linnéa
    et al.
    Malmö University, Faculty of Technology and Society (TS), Department of Computer Science and Media Technology (DVMT).
    Sällberg, Erika
    Malmö University, Faculty of Technology and Society (TS), Department of Computer Science and Media Technology (DVMT).
    Receptet för optimering av digital marknadsföring på Instagram2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The expansion of digital marketing has increased the amount of published posts on platforms like Instagram. Some marketers lack knowledge about which factors in Instagram posts that attract attention and at the same time are relevant for the user. The lack of knowledge was discovered by studying three different Instagram profiles by reason of their shifting amount of interactions, in terms of likes. The three chosen profiles are within the workout apparel industry. The purpose of this study was to find general factors that increase or decrease the amount of engagement and the reasons behind it. Further, the purpose was to develop guidelines of which factors marketers should have in mind while creating content. The methods used in this study are a semiotic image analysis, a focus group and a thematic analysis of the focus group. The result showed that common factors do exist for those posts that generate more likes and for those who generate less likes. The conclusion is that companies within the workout apparel industry should publish images that include well known individuals, images that are bright and warm, exudes happiness, calm and an everyday feeling. To increase the amount of interaction the images must generate attention and be relevant.

  • 2.
    Sällberg, Erika
    et al.
    Malmö University, Faculty of Technology and Society (TS).
    Gadd, Linnéa
    Receptet för optimering av digital marknadsföring på Instagram2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The expansion of digital marketing has increased the amount of published posts on platforms like Instagram. Some marketers lack knowledge about which factors in Instagram posts that attract attention and at the same time are relevant for the user. The lack of knowledge was discovered by studying three different Instagram profiles by reason of their shifting amount of interactions, in terms of likes. The three chosen profiles are within the workout apparel industry.

    The purpose of this study was to find general factors that increase or decrease the amount of engagement and the reasons behind it. Further, the purpose was to develop guidelines of which factors marketers should have in mind while creating content.

    The methods used in this study are a semiotic image analysis, a focus group and a thematic analysis of the focus group. The result showed that common factors do exist for those posts that generate more likes and for those who generate less likes. The conclusion is that companies within the workout apparel industry should publish images that include well known individuals, images that are bright and warm, exudes happiness, calm and an everyday feeling. To increase the amount of interaction the images must generate attention and be relevant.

1 - 2 of 2
CiteExportLink to result list
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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