Is the Honeymoon Over For Instagram?
(2014) FEKH29 20132Department of Business Administration
- Abstract
- Title: Is the Honeymoon Over For Instagram? - A qualitative study on how Generation Y reasons about brand marketing strategies
Purpose: The purpose of this thesis is to investigate how Instagram-users from Generation Y reason about various forms of marketing on Instagram, in order to contribute with a deeper understanding on how they view brand strategies to reach them as consumers.
Theoretical perspectives: The theoretical framework has Generation Y, Advertising Avoidance and the Push-pull model as its cornerstones. In addition, theories about Word-of-Mouth and electronic Word-of-Mouth, as well as Reactance Theory are utilized. We also chose to include sections that are not necessarily considered theoretical, but are essential to... (More) - Title: Is the Honeymoon Over For Instagram? - A qualitative study on how Generation Y reasons about brand marketing strategies
Purpose: The purpose of this thesis is to investigate how Instagram-users from Generation Y reason about various forms of marketing on Instagram, in order to contribute with a deeper understanding on how they view brand strategies to reach them as consumers.
Theoretical perspectives: The theoretical framework has Generation Y, Advertising Avoidance and the Push-pull model as its cornerstones. In addition, theories about Word-of-Mouth and electronic Word-of-Mouth, as well as Reactance Theory are utilized. We also chose to include sections that are not necessarily considered theoretical, but are essential to create a better understanding for social networks, Instagram and the marketing that it entails.
Result: The reasoning behind brands’ usage of Instagram as a marketing tool of those interviewed, led us to the conclusion that Generation Y is generally acceptant of brands choosing to market themselves through Instagram, even to a point where they appreciate it. From our study, we could decipher that Generation Y are not the advertisement avoiders they are believed to be, regardless if the strategy is a push or pull, at least not on Instagram, and this disproves previous research. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4305496
- author
- Mandersson, Charlotte ; Sandström, Mikaela and Strid, Sofia LU
- supervisor
- organization
- course
- FEKH29 20132
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Brand Strategies, Advertising Avoidance, Social Networks, Instagram, Generation Y
- language
- Swedish
- id
- 4305496
- date added to LUP
- 2014-02-14 12:19:47
- date last changed
- 2014-02-14 12:19:47
@misc{4305496,
abstract = {{Title: Is the Honeymoon Over For Instagram? - A qualitative study on how Generation Y reasons about brand marketing strategies
Purpose: The purpose of this thesis is to investigate how Instagram-users from Generation Y reason about various forms of marketing on Instagram, in order to contribute with a deeper understanding on how they view brand strategies to reach them as consumers.
Theoretical perspectives: The theoretical framework has Generation Y, Advertising Avoidance and the Push-pull model as its cornerstones. In addition, theories about Word-of-Mouth and electronic Word-of-Mouth, as well as Reactance Theory are utilized. We also chose to include sections that are not necessarily considered theoretical, but are essential to create a better understanding for social networks, Instagram and the marketing that it entails.
Result: The reasoning behind brands’ usage of Instagram as a marketing tool of those interviewed, led us to the conclusion that Generation Y is generally acceptant of brands choosing to market themselves through Instagram, even to a point where they appreciate it. From our study, we could decipher that Generation Y are not the advertisement avoiders they are believed to be, regardless if the strategy is a push or pull, at least not on Instagram, and this disproves previous research.}},
author = {{Mandersson, Charlotte and Sandström, Mikaela and Strid, Sofia}},
language = {{swe}},
note = {{Student Paper}},
title = {{Is the Honeymoon Over For Instagram?}},
year = {{2014}},
}