Majority of millennials are daily users of Instagram and in conjunction with previous studies on Instagram displaying negative effects on psychological well-being, how individuals perceive their identity in relation to their Instagram use is interesting as it could be a part of how their psychological wellbeing is affected through use. Most previous research on Instagram and psychological well-being are general and based on quantitative methods. Descriptive findings on how individuals relate to their Instagram in terms of image or identity is not yet explored. The research question of this paper is therefore to investigate if there exists a perceived ideal image on Instagram and if individuals separate their Instagram image from their perceived real identities. Semi-structured interviews with 11 participants categorized through thematic analysis indicate a perceived ideal image on Instagram exists, and majority of participants cannot separate their Instagram image from their perceived real identity. It is assumed through findings that the level of awareness when applying one’s image or identity during Instagram use could indicate how risky it is for individuals to be affected negatively on their psychological well-being during usage. Increasing awareness of how one identify him- or herself based on his or her image or perceived real self could potentially decrease the risk of negative social comparison and self-discrepancy in interaction with one’s Instagram use. Findings showed there exists a perceived ideal image on Instagram while there is no coherent perception among participants in how they separate their perceived image from their perceived real identity. Future research could investigate whether this ’identity incongruence’ while using Instagram is part of a new way of constructing one’ identity in a world where virtual and real no longer has clear borders. / Majoriteten av Millennials är dagliga användare av Instagram och i kombination med tidigare studier om Instagram som tyder på negativa effekter på det psykosociala välmåendet - är hur individer upplever deras identitet i relation till deras Instagram-användande är intressant att undersöka, då det kan vara del av hur deras psykosociala välmående påverkas genom användning. Större delen av tidigare studier om Instagram och psykosocialt välmående är generell i naturen och baserat på kvantitativa metoder. Detaljerade resultat av hur individer relaterar till deras Instagram i form av image eller identitet är ännu inte undersökt. Frågeställningen är därför att undersöka om en upplevd idealisk image existerar på Instagram och om individer separerar deras Instagram image från deras upplevda riktiga identitet. Semi-strukturerade intervjuer med elva medverkande, kategoriserade genom tematisk analys, indikerar på att en upplevd idealisk image på Instagram existerar samt att majoriteten av dem medverkande inte kan skilja deras Instagram image från deras upplevda riktiga identitet. Det är antaget genom resultatet att nivån av medvetenhet man har i appliceringen av ens image eller identitet under användningen av Instagram kan indikera hur riskfyllt det är för individer att bli negativt påverkade psykosocialt under deras användning. Genom ökat medvetande av hur man identifierar sig själv baserat på sin image eller upplevda riktiga jag skulle risken för negativ social jämförelse och själv-diskrepans potentiellt minska i interaktion med ens Instagram-användande. Resultaten visar att en upplevd idealisk image på Instagram existerar samtidigt som en sammanhängande uppfattning av hur de medverkande separerar deras upplevda image från deras upplevda riktiga identitet inte existerar. Framtida studier kan undersöka närmare om denna ’identitets-inkongruens’ som uppstår under Instagram-användande är ett nytt sätt att skapa sin identitet på i en värld där det virtuella och det riktiga inte längre har tydliga gränser.

<p>The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand. The essay is based on a qualitative method where six interviews have been performed. The persons that we have selected for our interviews are persons that have a great knowledge regarding both sports and branding. The outcomes of these interviews have been the base for our analysis which is presented in the fourth chapter. Since we have been using a qualitative method it is hard for us to make any generalisations regarding this subject, so to get deeper insight we would like to refer to chapter four and five for further reading.</p>

The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand. The essay is based on a qualitative method where six interviews have been performed. The persons that we have selected for our interviews are persons that have a great knowledge regarding both sports and branding. The outcomes of these interviews have been the base for our analysis which is presented in the fourth chapter. Since we have been using a qualitative method it is hard for us to make any generalisations regarding this subject, so to get deeper insight we would like to refer to chapter four and five for further reading.