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A Picture is Worth a Thousand Words - A qualitative analysis of how consumers identify themselves on Instagram

Garsbo, Caroline LU and Sörensson Wittberger, Emilia (2014) FEKN90 20141
Department of Business Administration
Abstract
Purpose
The purpose of this thesis is to contribute with knowledge on consumer identity in a social media setting and how companies can utilize this behaviour for effective marketing.

Method
The thesis adopts a constructivist perspective on how we interpret our interviewees, the reality and our own research role. The interviews have been inspired by both ethnographic and a phenomenological approach. Our visual observations are inspired by a nethnographic approach. We have chosen to use narrative analysis in order to analyze the empirical material.

Theoretical perspective
The theoretical focus point has been on narrative theory. We have looked at theories related to narratives and also ones concerning the self.

Empirical... (More)
Purpose
The purpose of this thesis is to contribute with knowledge on consumer identity in a social media setting and how companies can utilize this behaviour for effective marketing.

Method
The thesis adopts a constructivist perspective on how we interpret our interviewees, the reality and our own research role. The interviews have been inspired by both ethnographic and a phenomenological approach. Our visual observations are inspired by a nethnographic approach. We have chosen to use narrative analysis in order to analyze the empirical material.

Theoretical perspective
The theoretical focus point has been on narrative theory. We have looked at theories related to narratives and also ones concerning the self.

Empirical foundation
The empirical findings have been divided into two main themes: ego boost and fabricating a genuine identity. We have noted that the participants create a new identity on Instagram.

Conclusions
The participants have created a new identity that resembles their ideal self. This created identity acts as a personal brand in their private sphere. (Less)
Please use this url to cite or link to this publication:
author
Garsbo, Caroline LU and Sörensson Wittberger, Emilia
supervisor
organization
course
FEKN90 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Instragram, Consumer Identity, Self, Personal Branding, Narrative
language
English
id
4464540
date added to LUP
2014-06-23 09:04:13
date last changed
2014-06-23 09:04:13
@misc{4464540,
  abstract     = {{Purpose
The purpose of this thesis is to contribute with knowledge on consumer identity in a social media setting and how companies can utilize this behaviour for effective marketing. 

Method
The thesis adopts a constructivist perspective on how we interpret our interviewees, the reality and our own research role. The interviews have been inspired by both ethnographic and a phenomenological approach. Our visual observations are inspired by a nethnographic approach. We have chosen to use narrative analysis in order to analyze the empirical material. 

Theoretical perspective
The theoretical focus point has been on narrative theory. We have looked at theories related to narratives and also ones concerning the self. 

Empirical foundation
The empirical findings have been divided into two main themes: ego boost and fabricating a genuine identity. We have noted that the participants create a new identity on Instagram. 

Conclusions
The participants have created a new identity that resembles their ideal self. This created identity acts as a personal brand in their private sphere.}},
  author       = {{Garsbo, Caroline and Sörensson Wittberger, Emilia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{A Picture is Worth a Thousand Words - A qualitative analysis of how consumers identify themselves on Instagram}},
  year         = {{2014}},
}