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Skrolla Vidare: En kvalitativ studie om konsumenters identitetsskapande på TikTok

Tranarp, Theodor LU ; Wischer, Alice LU and Johansson, Klara LU (2023) FEKH29 20222
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: “Skrolla vidare “ En kvalitativ studie om konsumenters identitetsskapande på TikTok.
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Alice Wischer, Klara Johansson och Theodor Tranarp Handledare: Clara Gustafsson
Nyckelord: Identitet, TikTok, Motivation, Grupptillhörighet, Konsumenter
Syfte: Uppsatsen ämnar att undersöka konsumenters användande av mediet TikTok och skapa en förståelse för motivationen till användandet samt konsumentkulturen och den sociala identiteten som uppstår till följd av det.
Frågeställning: Till följd av konsumentkulturen som kan tänkas uppstå på TikTok, hur resonerar konsumenterna kring den digitala självbilden i relation till deras identitet?
Metod:... (More)
Examensarbetets titel: “Skrolla vidare “ En kvalitativ studie om konsumenters identitetsskapande på TikTok.
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Alice Wischer, Klara Johansson och Theodor Tranarp Handledare: Clara Gustafsson
Nyckelord: Identitet, TikTok, Motivation, Grupptillhörighet, Konsumenter
Syfte: Uppsatsen ämnar att undersöka konsumenters användande av mediet TikTok och skapa en förståelse för motivationen till användandet samt konsumentkulturen och den sociala identiteten som uppstår till följd av det.
Frågeställning: Till följd av konsumentkulturen som kan tänkas uppstå på TikTok, hur resonerar konsumenterna kring den digitala självbilden i relation till deras identitet?
Metod: Den kvalitativa studien förhåller sig till ett hermeneutiskt och fenomenologiskt synsätt, med en deduktiv ansats. Primärdata har samlats in genom semistrukturerade intervjuer som tillsamman med sekundärdata använts för att hjälpa till att analysera konsumenternas svar.
Teoretiska perspektiv: Den teoretisk referensramen bygger på tre huvudteorier där User and Gratification användas för att beskriva konsumentens motivation till att använda mediet TikTok. Sedan kommer konsumentens självbild i den digitala miljön analyseras med hjälp av CCT, för att avslutningvus kopplas ihop med Social Identity Theory för en djupgående analys av identitet och grupptillhörighet.
Empiri: Empirin bygger på 12 semistrukturerade intervjuer på konsumenter födda kring milleniskiftet, samt observationer angående konsumenternas agerande på TikTok.
Resultat: Till viss del kunde konsumenterna skapa sig en social identitet på TikTok och konsumenterna resonerade olika kring hur rättvisande den digitala självbilden var i relation till deras upplevda identitet. (Less)
Abstract
Title: “Keep scrolling” A qualitative study of consumer’s shaping of identity on TikTok. Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP
Authors: Alice Wischer, Klara Johansson och Theodor Tranarp
Advisor: Clara Gustafsson
Key words: Identity, TikTok, Motivation, Social Groups, Consumers
Purpose: The purpose of the study is to examine the usage of the media TikTok and to gain a deeper understanding about the motivation for the usage as well as the consumer culture and the social identity that occurs as a result.
Thesis question: Following the consumer culture that might occur on the app TikTok, what is the consumer's reasoning about the digital self image in relation to their own identity?
Methodology: The... (More)
Title: “Keep scrolling” A qualitative study of consumer’s shaping of identity on TikTok. Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP
Authors: Alice Wischer, Klara Johansson och Theodor Tranarp
Advisor: Clara Gustafsson
Key words: Identity, TikTok, Motivation, Social Groups, Consumers
Purpose: The purpose of the study is to examine the usage of the media TikTok and to gain a deeper understanding about the motivation for the usage as well as the consumer culture and the social identity that occurs as a result.
Thesis question: Following the consumer culture that might occur on the app TikTok, what is the consumer's reasoning about the digital self image in relation to their own identity?
Methodology: The qualitative study has been conducted with the help of a hermeneutic and phenomenological view, together with a deductive approach. The primary data is collected through semi-structured interviews. Secondary data have at the same time been used to analyse the given answers from the consumers.
Theoretical perspectives: The theoretical framework is based on three main theories, where the theory User and Gratification is used in order to describe the consumers motovation for their use of TikTok. The consumer's self image within the digital environment will then be analysed with help of CCT, to finally connect with Social Identity Theory for a more profound analysis of identity and groups belongings.
Empirical foundation: The Empirical material is based on 12 semi-structured interviews with consumers born around the turn of the millennium, together with observations of how the consumers act on TikTok.
Result: The consumers could to some extent create a social identity on TikTok and the consumers had different reasoning regarding the accuracy of the digital self image in relation to their perceived identity. (Less)
Please use this url to cite or link to this publication:
author
Tranarp, Theodor LU ; Wischer, Alice LU and Johansson, Klara LU
supervisor
organization
course
FEKH29 20222
year
type
M2 - Bachelor Degree
subject
keywords
Identitet, TikTok, Motivation, Grupptillhörighet, Konsumenter, consumers, Social Groups
language
Swedish
id
9110685
date added to LUP
2023-02-15 09:32:26
date last changed
2023-02-15 09:32:26
@misc{9110685,
  abstract     = {{Title: “Keep scrolling” A qualitative study of consumer’s shaping of identity on TikTok. Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP
Authors: Alice Wischer, Klara Johansson och Theodor Tranarp
Advisor: Clara Gustafsson
Key words: Identity, TikTok, Motivation, Social Groups, Consumers
Purpose: The purpose of the study is to examine the usage of the media TikTok and to gain a deeper understanding about the motivation for the usage as well as the consumer culture and the social identity that occurs as a result.
Thesis question: Following the consumer culture that might occur on the app TikTok, what is the consumer's reasoning about the digital self image in relation to their own identity?
Methodology: The qualitative study has been conducted with the help of a hermeneutic and phenomenological view, together with a deductive approach. The primary data is collected through semi-structured interviews. Secondary data have at the same time been used to analyse the given answers from the consumers.
Theoretical perspectives: The theoretical framework is based on three main theories, where the theory User and Gratification is used in order to describe the consumers motovation for their use of TikTok. The consumer's self image within the digital environment will then be analysed with help of CCT, to finally connect with Social Identity Theory for a more profound analysis of identity and groups belongings.
Empirical foundation: The Empirical material is based on 12 semi-structured interviews with consumers born around the turn of the millennium, together with observations of how the consumers act on TikTok.
Result: The consumers could to some extent create a social identity on TikTok and the consumers had different reasoning regarding the accuracy of the digital self image in relation to their perceived identity.}},
  author       = {{Tranarp, Theodor and Wischer, Alice and Johansson, Klara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Skrolla Vidare: En kvalitativ studie om konsumenters identitetsskapande på TikTok}},
  year         = {{2023}},
}