A Picture is Worth a Thousand Words - A qualitative analysis of how consumers identify themselves on Instagram
(2014) FEKN90 20141Department 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:
http://lup.lub.lu.se/student-papers/record/4464540
- author
- Garsbo, Caroline LU and Sörensson Wittberger, Emilia
- supervisor
- organization
- course
- FEKN90 20141
- year
- 2014
- 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}}, }