Denna studie undersöker vilka budskap som Beyoncé konstruerar på sin Instagram genom enbart bildkommunikation. Då kända profiler har möjlighet att vara opinionsbildare för sina följare är det intressant att studera vilka budskap utöver deras huvudgenre, som de väljer att konstruera. Detta då det kan påverka människor som följer henne så att även de anammar dessa föreställningar, värderingar och handlingar. Eftersom Beyoncé har ett stort följeslag på sin Instagram och då hon själv publicerar bilderna är hon en representant för det här fenomenet, som är att gå utanför sin huvudgenre och vara en opinionsbildare. I studien använder vi oss av en kvalitativ innehållsanalys. Vi undersöker Beyoncés Instagram-profil, där vi sedan genom ett strategiskt urval väljer ut sju bilder. Därefter analyseras bilderna utifrån vårt teoretiska ramverk med utgångspunkt i semiotik, genus, rasism, självpresentation och klädernas betydelse. Detta ger en djupgående analys som besvarar studiens syfte och frågeställningar. Resultatet visar på att Beyoncé både direkt och indirekt konstruerar budskap genom enbart sin bildkommunikation. Det är bland annat budskap om politik, feminism och familjesituationer. Hon framställer även sociala roller som kommer till uttryck i bilderna. Dessa sociala roller är till exempel mamma, artist och karriärkvinna. / This study examines what messages Beyoncé construes on her Instagram through merely visual communication. It is interesting to study what messages celebrities convey through their visual communication that is outside their own main genre, considering they have the opportunity to be moulders of public opinion. This is because they have the ability to influence their followers so that they also adopt to these ideas, values and actions. Beyoncé is a representative for this phenomenon because she publishes her own pictures on Instagram and has a big number of followers. In this study, we use a qualitative content analysis. First, we examined Beyoncés Instagramaccount and then chose seven pictures with the help of a strategic selection. Thereafter we analyzed the pictures with the help of our theoretical framework based on the theories of semiotics, gender, rasicm, self-presentation and the meaning of clothes. This makes a contribution to a profound analysis that addresses the issue studied and the aim of the study. The results show that Beyoncé does construe messages, both directly and indirectly through her visual communication. Some of the messages she conveys are about politics, feminism and family situations. She also constructs social roles through her pictures. These are roles such as a mother, an artist and a businesswoman.

Even though lots of social media companies do not utilize all the information collected by the end-users today, no one knows what type of information they may want in the future. Accepting an End-User License Agreement (EULA) may imply that the company has the permission to gather any personal information, without having to ask for the end-users permission again as the information is already being stored in the database of the company. Young women is today one of the groups that is sharing, publishing and consuming the most information on social media. For that reason it is intreguing to study how young women are relating to the personal integrity on social media. The study concludes that there is a wide variation of how the women relates to integrity on the social media.

Today, social media is becoming more and more common in people's everyday lives. Several studies that have shown that connection to social media has a connection with the person's wellbeing. The purpose of this study was to examine whether there is a connection between a person's self-esteem and the use of social media Instagram, but also see how it differed between men and women. Instagram was chosen because it is a newer social media and is very unexplored. The hypothesis before the study was that there is a connection between Instagram and self-esteem, and that women use Instagram more than men. A total of 89 participants answered a questionnaire. Correlation was used to investigate relationships and the result showed that there was no correlation between the use of Instagram and self-esteem. T-tests showed that there are differences between men and women when it comes to using Instagram but when it came to self-esteem the answers did not vary. Continued research could be done in other cultures and different age groups / I dagens samhälle blir sociala medier alltmera vanliga i människors vardag. Det har gjorts flera studier som visat att uppkoppling till sociala medier har ett samband med personens välmående. Syftet med denna studie är att undersöka om det finns ett samband mellan en persons självkänsla och användande av sociala median Instagram, men även att se om det är skillnad mellan män och kvinnor. Instagram valdes för att den är en nyare social media och är väldigt outforskad. Hypotesen inför studien var att det finns ett samband mellan användande av sociala median Instagram och självkänsla, samt att kvinnor använder sig mera av Instagram än män. Totalt svarade 89 deltagare på en enkät. Korrelation användes för att undersöka samband och visade att det inte fanns någon korrelation mellan användande av Instagram och självkänsla. T-test visade på att det finns skillnader mellan män och kvinnor när det kommer till användande av Instagram men när det kom till självkänsla varierade inte svaren. Fortsatt forskning skulle kunna göras inom andra kulturer och olika åldersgrupper.

Made available in DSpace on 2016-10-13T14:10:28Z (GMT). No. of bitstreams: 1 Pietro Giuliboni Nemr Coelho.pdf: 2817696 bytes, checksum: 82766550af9919c64426252f58c0179c (MD5) Previous issue date: 2016-04-07 / The digital environment of social networks and apps allows the users to produce and share original contents in real time, to several people around the world. In the Instagram app, through material and symbolic consumption, users take possession of cultural symbols and signs to produce photos about the most diverse themes and to build their profiles inside a collaborative and dynamic environment. The research here presented had as an objective to study this process of imagery production and how it relates to the identity construction of the users in the digital environment, by snipping moments of their lives and the construction of facades. Supported by authors such as Castells, Giddens, Goffman, Primo, Silva, Slater and Tondato, we discussed the operation of the app and how it relates to the concepts of identity and consumption in a Post-Modern society; and based on interviews with users of the app, we develop the discussion about the construction of profiles and the possible implications to the image of each user. The results show us how Instagram becomes a stage, where users can build a facade by snipping moments of their daily activities, showing an ideal lifestyle, through the consumption of products and services portrayed in the pictures, even if its done unintentionally. Façade that is accessible to a more restrict audience than in other social networks. / O ambiente digital das redes e aplicativos sociais possibilita aos usuários produzirem e compartilharem conteúdos originais em tempo real e para diversas pessoas ao redor do mundo. No aplicativo Instagram, através do consumo material e simbólico, usuários se apropriam de símbolos e signos culturais para produzirem fotos dos mais diversos temas e construírem seus perfis dentro de um ambiente colaborativo e dinâmico. A pesquisa aqui apresentada teve como objetivo estudar este processo de produção imagética e como isso se relaciona à construção identitária de seus usuários no ambiente digital, através do recorte de momentos de suas vidas e da construção de fachadas. Apoiados em autores como Castells, Giddens, Goffman, Primo, Silva, Slater e Tondato, discutimos o funcionamento do aplicativo e como isso se relaciona aos conceitos de identidade e consumo em uma sociedade Pós-moderna; e por meio de entrevistas com usuários do aplicativo, desenvolvemos a discussão sobre a construção dos perfis e as possíveis implicações para com a imagem de cada usuário. Os resultados nos mostram como o Instagram se torna um palco onde seus usuários podem construir uma fachada a partir de recortes de seus cotidianos, exibindo um estilo de vida ideal, através do consumo de produtos e serviços retratados nas fotos, ainda que não intencionalmente. Fachada esta acessível a um público mais restrito do que aquele de outras redes sociais.

Social media is today a large and important part of most people's everyday lives. The combination of the high user frequency, ready availability and cost efficiency makes social media an attractive marketing channel. Instagram is one of the largest players on the Swedish market and it is based on visual content. Because of the focus on visual content, Instagram is a more complex service to analyze and therefore research on this service is still limited. We have chosen to examine the service Instagram from a marketing perspective in order to identify which factors make individuals choose to follow and interact with companies on Instagram. This was done through a combination of quantitative- and qualitative data in the form of a questionnaire and semi-structured interviews. The study showed that it is common that individuals follow companies on Instagram but that they are selective regarding which companies they choose to follow. They need to gain some sort of value from the account in order to continue to follow and interact with the company on Instagram. For a company to be interesting to follow and interact with on Instagram it is required that the company meet a number of parameters which are presented in the study. Most common was a continually updated stream of visually appealing and inspiring images and videos. The study also shows that there is a majority who feel they have a better relationship with companies they follow on Instagram compared to the companies that they don’t follow on Instagram but do follow on other social media. Based on the conclusions of this study companies that are active on Instagram and therefore communicate mainly through visual content have a lot to gain. By using this study companies can develop a strategy to optimize their presence on the Instagram in order to get people to interact with them, to expand the knowledge of the company on the market, strengthen relationships and to increase the company's sales. / Sociala medier är idag en stor och viktig del av de flesta människors vardag. Kombinationen av den höga användarfrekvensen, dess lättillgänglighet och kostnadseffektivitet gör sociala medier till attraktiva marknadsföringskanaler. Tjänsten Instagram hör till de största aktörerna på den Svenska marknaden och är baserad på visuellt innehåll. Det visuella innehållet gör Instagram till en mer komplex tjänst att analysera och forskningen kring denna tjänst är därmed begränsad. Med detta som grund valde vi att i denna studie undersöka tjänsten Instagram ur ett marknadsföringsperspektiv i syfte att identifiera vilka faktorer som gör att individer väljer att följa och interagera med företag på Instagram. Studien baserades på en kombination av kvantitativa- och kvalitativa data i form av en enkätstudie samt semistrukturerade intervjuer. Resultatet från studien visar på att det är vanligt att individer följer företag på Instagram men att de är selektiva i vilka de väljer att följa samt att det krävs att individen känner att de får ut något av att följa företaget. För att ett företag ska vara intressant att följa samt interagera med krävs det att företagets Instagramkonto uppfyller en rad parametrar vilka presenteras i studien. Mest förekommande var att företag bör erbjuda ett kontinuerligt uppdaterat flöde av visuellt tilltalande och inspirerande bilder och videor. Studien visade även att majoriteten upplever att de får en bättre relation till företag de följer på Instagram jämfört med företag som de inte följer på Instagram men som de valt att följa på andra sociala medier. Utifrån studiens slutsatser har företag som är aktiva på Instagram och som därmed har valt att kommunicera främst via visuellt innehåll mycket att vinna på detta. Utifrån studiens resultat kan en tydlig strategi för hur företag ska optimera sin närvaro på tjänsten tas fram. En strategi som kan hjälpa företag att sprida sitt varumärke, stärka relationer, få ökad interaktion med konsumenter samt öka företagets försäljning.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-07-18T12:06:15Z No. of bitstreams: 1 Zakiee Castro Mufarrej Hage.pdf: 682922 bytes, checksum: 4dc0c05d18b618af3623577739a0716a (MD5) / Made available in DSpace on 2017-07-18T12:06:15Z (GMT). No. of bitstreams: 1 Zakiee Castro Mufarrej Hage.pdf: 682922 bytes, checksum: 4dc0c05d18b618af3623577739a0716a (MD5) Previous issue date: 2017-06-21 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / In the current technological scenario, social networks are part of the daily lives of young Brazilian adults and stimulate people's exposure. One of the main ways to expose yourself online is photographic posts. Research shows that Brazil is the second country that most accesses the Instagram application and its most connected public are young adults. In this context, the present research adopted a systemic vision and had as objective to identify the styles of use and to understand the meanings attributed by young adults to the photographs of self - portraits posted in Instagram. For this, the mixed sequential explanatory method was used, with a quantitative analysis of 60 profiles and later a qualitative phase, with semi-structured interviews with six collaborators, selected during the first phase of the research. In the quantitative phase, the application styles were identified, which pointed to the categories proposed in the literature and six other categories of images and sub-categories of self-portraits. The total hashtags posted were also counted. From a statistical analysis it was verified that the category of images most posed by men and women corresponds to the self portraits, with a large majority over the other categories: 44% and 43%, respectively. Within the subcategories of self-portraits, the face figures stand out for both sexes: 47% for men and 43% for women. Six interviewees with three men and three women were selected, based on the maximum variability criterion: two higher posters, two medium posters and two minimum posters. The interviews were analyzed through the thematic analysis and indicated that Instagram is an application that offers greater freedom of exposure, compared to other applications, with employees stating that in the application they can be shown in a less contained way, in a context of greater privacy. Participants are influenced by the external look in their posts and have been attentive to the rules of the number of photos that can be posted per day. The meanings attributed to the posts were: privacy, memory, beauty and happiness / No cenário tecnológico vigente as redes sociais fazem parte do cotidiano dos jovens adultos brasileiros e estimulam a exposição das pessoas. Uma das principais formas de se expor online corresponde às postagens fotográficas. Pesquisas evidenciam que o Brasil é o segundo país que mais acessa o aplicativo Instagram e seu público mais conectado são os adultos jovens. Nesse contexto, a presente pesquisa adotou uma visão sistêmica e teve por objetivo identificar os estilos de uso e compreender os significados atribuídos por jovens adultos às fotografias de autorretratos postados no Instagram. Para tanto, foi adotado o método misto sequencial explanatório, com uma fase quantitativa de análise das imagens de 60 perfis e posteriormente uma fase qualitativa, com realização de entrevistas semiestruturadas com seis colaboradores, selecionados durante a primeira fase da pesquisa. Na fase quantitativa foram identificados os estilos de uso do aplicativo, que apontaram para as categorias propostas na literatura e mais seis categorias de imagens e subcategorias de autorretratos. Também foram contabilizados o total de hashtags postadas. A partir de uma análise estatística foi constatado que a categoria de imagens mais postada por homens e mulheres corresponde aos autorretratos, com ampla maioria sobre as demais categorias: 44 % e 43%, respectivamente. Dentro das subcategorias de autorretratos, os de rosto se destacam para ambos os sexos: 47% para os homens e 43% para as mulheres. Foram realizadas seis entrevistadas com três homens e três mulheres, selecionados a partir do critério de variabilidade máxima: dois maiores postadores, dois médios postadores e dois mínimos postadores. As entrevistas foram analisadas por meio da análise temática e indicaram que o Instagram é um aplicativo que oferece maior liberdade de exposição, se comparado a outros aplicativos, com os colaboradores declarando que no aplicativo podem se mostrar de forma menos contida, em contexto de maior privacidade. Os participantes sofrem influência do olhar externo em suas postagens e se mostraram atentos às regras da quantidade de fotos que podem ser postadas por dia. Os significados atribuídos às postagens foram: privacidade, memória, beleza e felicidade

SAMMANFATTNING Titel: Att marknadsföra med hjälp av nyckelbegrepp Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Louise Strand och Fanny Lind Handledare: Jonas Kågström Datum: 2019 – januari Syfte: Syftet med studien är att analysera influerares användande av nyckelbegrepp i icke-textuellt innehåll. Metod: Studien baseras på en datainsamling av 925 Instagraminlägg från två valda influerare under åren 2015–2018. Studien präglas av en flermetodsforskning där vi samlar statistiska data som bearbetas i SPSS och som sedan analyseras och tolkas. Resultat & slutsats: Resultatet visade att influerares användande av nyckelbegreppet @ har ökat under åren 2015–2018 och att användandet av nyckelbegreppet # har minskat under samma period på Instagram. Resultatet visade också att nyckelbegreppen bör användas enligt vissa restriktioner, för att budskapet i Instagraminlägget ska bli såtydligt som möjligt. Examensarbetets bidrag: Denna studie bidrar till en ökad förståelse för företagen om hur influerare använder sig av nyckelbegrepp på Instagram och hur det påverkar varumärkespositioneringen. Studien grundas i det gap som tidigare forskninguppmärksammat. Förslag till fortsatt forskning: Forskning bör vidare undersöka den ökade användningen av nyckelbegreppet @ och genom att studera det anser vi att det också skulle kunna bidrag till en tydligare förståelse om varför användningen av # har minskat över tid. Vi tror att detta kan bidra till en djupare förståelse för hur användningen av @ uppfattas av konsumenter och därmed även indirekt påverka uppfattningen av ett företag och dess varumärke. / ABSTRACT Title: To market using key concepts Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Louise Strand och Fanny Lind Supervisor: Jonas Kågström Date: 2019 – january Aim: The aim of the study is to analyze the use of key concepts of influencers in non-textual content. Method: The study is based on a data collection of 925 Instagram posts from two selected influencers during the years 2015–2018. The study is characterized by a multi-method research where we collected statistical data that is processed in SPSS and which are then analyzed and interpreted. Result & Conclusions: The result showed that influencers use of the key concept @ has increased during 2015–2018 and that the use of the key concept # has decreased during the same period on Instagram. The result also showed that the key terms should be used according to certain restrictions, so that the message in the Instagram post should be as clear as possible. Contribution of the thesis: This study contributes to an increased understanding for the companies about how influencers use key concepts on Instagram and how it affect brand positioning. The study is based on the gap that previous research has highlighted. Suggestions for future research: Research should further investigate the increased use of the key concept @ and, by studying it, we believe that it could also contribute to a clearer understanding of why the use of # has decreased over time. We believe that this can contribute to a deeper understanding of how the use of @ is perceived by consumers and thus also indirectly affect the perception of a company and its brand.

Atualmente, milhões de pessoas no mundo usam os sites de redes sociais para interagir com outros usuários, se informar, criar, compartilhar conteúdos, jogar, procurar por produtos, conectar-se com as marcas e consumir. Dentre todos esses sites, um dos que mais tem crescido em número de usuários é o aplicativo móvel Instagram. Com isso, ele tem atraído várias empresas, sobretudo as do setor de moda. Por ser uma mídia visual rica em recursos estéticos, essas marcas têm usado o app para comunicar sua identidade e as experiências que seus produtos podem proporcionar. Além disso, elas têm aproveitado para transmitir seu universo simbólico, transformando a rede em um importante ponto de contato com seu público. Contudo, esse contato mais frequente com o seguidor impõe grandes desafios, pois cria a necessidade de se manter interessante em um ambiente em constante transformação. Assim, torna-se essencial entender qual o valor dessa conexão para os seguidores. Diante dessa problemática, este trabalho se propôs a investigar qual é a natureza do valor percebido pelo seguidor de marcas de moda no Instagram. Para alcançar esse objetivo, empreendeu-se uma pesquisa bibliográfica visando compreender o lócus do estudo, o Instagram, os aspectos simbólicos do consumo de moda e o valor na perspectiva do comportamento do consumidor. Após ampla apreciação da literatura, se considerou que a teoria de Holbrook (1999) complementada pelo valor epistêmico de Sheth et al. (2001) seria o modelo mais adequado aos propósitos da investigação. Empreendeu-se uma pesquisa empírica qualitativa cujo método fora entrevistas em profundidade com 21 respondentes. O estudo revelou indícios que o valor para o consumidor é multidimensional: os valores hedônicos e utilitários são complementares. Notou-se que a idade exerce forte influência na experiência, podendo ser individual ou socializadora. Os dados também revelaram que além do valor epistêmico, sete dos oito tipos de valor propostos por Holbrook (1999) foram apreciados pelos respondentes que seguem marcas de moda no aplicativo. Esse valor é hedônico e percebido no devaneio, na beleza das fotos e na diversão. Mas também vem da rapidez e da qualidade da informação. Ainda é resultado da autenticidade da marca e sobretudo da sua capacidade de surpreender a cada post / Nowadays millions of people are connected through social network and interact to each other every day. They use the social network to get and share information, to play games, look for products, connect themselves with brands and to purchase. The application Instagram is one of the social networks, which has been having an increase in the numbers of users. For this reason, the app has been attracting different companies, especially fashion companies. Instagram has rich aesthetics resources. Fashion brands have been using social media to show and establish their identities and experiences that their products may provide. Furthermore, they have used it to present themselves and to make it an important means of communication between the company and its target public. The constant contact with the followers is being a challenge to fashion companies to keep the followers interested in an environment of constant transformations. Consequently, it is necessary to know the importance of this connection with the followers. To face this problem, this paper will investigate the origin of the value for the fashion brands followers on Instagram. In order to achieve this goal, this research has focused on understanding the app, which is the study locus. Additionally, the symbolic aspects of fashion consumption and the value of costumers perspective were also studied. The epistemic value proposed by Sheth et al (2001) in complement to Holbrook theory (1999) are suitable to discuss in this research. An empirical research of qualitative approach using a collection method was taken up through interviews and it obtained twenty-one answers. The study showed evidence that values perception is multidimensional: the functional and hedonic aspects are complementary. It was also observed that the followers age has great influence on this experience, being able to be more individual or socializing. Data has revealed that not only epistemic value was valued, but also other seven out of eight types of Holbrook proposals were valued by followers of fashion brands on Instagram. This value is hedonic, and it was perceived with the images, the beauty of the photographs and the fun. It also comes from the speed and quality of information. Yet, it is a result of the authenticity of the brand and, above all, the ability to amaze the followers in every post

Sociala medier är en del av många människors vardag för att dela med sig utav personliga händelser. Denna studies syfte var att undersöka om det fanns skillnader mellan grupper beroende på hur aktiva de var på sociala medier och deras livstillfredställelse samt självpresentation. Genom en webbaserad enkät mättes livstillfredsställelse och självpresentation på 101 personer mellan 18 till 48 år. Studien påvisade att det fanns en signifikant skillnad mellan de som använder Instagram frekvent och minskad ökad självpresentation. Själv-presentationen var högre bland de som besöker Instagram frekvent jämfört med de som inte besöker Instagram frekvent. / Social media is a part of many people’s everyday today, especially to share personal events. The purpose of this study was to investigate whether there were differences between groups depending on how active they were on social media and their life-satisfaction and self-presentation. Through a web-based survey, life satisfaction and self-presentation was measured on 101 respondents between the ages of 18 to 38 years old. The study showed that there was a significant difference between those who use Instagram frequently and reduced increased self-presentation. The self-presentation was higher among those who visit Instagram frequently compared to those who do not visit Instagram frequently.

The aim of this research has been to explore and further describe the use of Instagram for destination marketing. The purpose of this study was to better understand how marketing objectives can be achieved using Instagram. Based on the research question a literature review was formed. Methodologically a quantitative approach was used. The data was collected from the Instagram account of Swedish Lapland. The finding indicates that Instagram is a place where people find new travel destinations, the app is one of the primary sources of this information and some people buy trips with the information they find on the app.