Sociala medier består av digitala plattformar där integration, kommunikation och delning är möjligt mellan användare. Under de senaste åren har nya former av sociala medier växt fram och blivit ett intressant område för forskning. Det har även blivit en ny kanal för marknadsförare att nå ut till sina kunder. Pinterest startades 2010 av Ben Stilbermann med syfte att användare kan dela bilder och skapa sina egna digitala anslagstavlor. Målet med denna studie är att analysera Varför svenskar använder Pinterest för att skapa en bredare förståelse av Pinterest som nytt socialt medium samt presentera dess funktioner, styrkor och svagheter. Vidare är vårt mål att bidra med kunskap om Pinterest och för att företag och marknadsförare ska kunna få en bättre förståelse för Pinterest och dess användare. Med en teoretisk bakgrund av Kitezmann et als (2011) definitioner över sociala mediers sju funktioner samt Sashittala & Jassawalla (2014), Bolton (2013) och Chafkin (2012) forskning kring varför människor använder Pinterest, drog vi slutsatsen att Bilddelning är den viktigaste funktionen i Pinterest. Pinterests styrka bygger på att människor får inspiration av att besöka detta sociala medium. Dess svaghet var avsaknaden av andra tilltalande funktioner såsom kommunikation och platsbeskrivning, som i vår forskning var oväsentlig till varför svenskar använder Pinterest. / Social media are web-based platforms where integration, communication and sharing are possible between users. Over the recent years new forms of social media has rapidly emerged and has become an interesting field of research. It is a new area for marketers to promote their businesses. Pinterest started in 2010 by Ben Stilbermann with the idea that users should be able to share pictures and create their own mood-boards. The objective of this research is to analyse Why Swedish people use Pinterest to create a broader understanding of this new direction of social media that focuses on pictures. Furthermore, we aim to present the functionalities, strengths and weaknesses of Pinterest so that research and marketers have a better understanding of the media itself and how it is used. With a theoretical background of Kitezmanns (2011) seven social media functionalities and Sashittala & Jassawalla (2014) and Chafkin (2012) research on why people use Pinterest, we were able to propose that sharing could be Pinterest’s most significant functionality in Sweden. The strength of Pinterest is its inspirational appeal. Its weakness is suggested to be the overall lack of other appealing functionalities, such as communication and presence, which in our research was almost non-significant to why Swedish people use Pinterest.

The purpose of this diploma thesis is to analyze the different possibilities of using social networks in marketing, and to compare the situation in the Czech Republic with the rest of the world. In the theoretical section, the term social network is clearly defined and the historical development of social networks and their popularity in the world and in the Czech Republic are discussed. Later, the thesis focuses on individual components of marketing strategy and marketing mix and their implementation on social networks. The key part of the thesis centers on the discussion of different marketing tools, which are used on the most popular social networks today and provides practical examples of their use. The final chapter is a detailed analysis of the marketing strategy and communication campaigns within the most successful companies on social networks in order to identify the reasons for their success. These conclusions are then compared with marketing activities on social networks in the Czech Republic. Finally, the thesis compares the way in which international firms that operate in the Czech Republic are using social networks for marketing abroad and in our country.

This thesis addresses the need for more accessible, high-quality early childhood STEM resources for early childhood educators, caregivers, and parents of young children to use during and after the COVID-19 pandemic. As the primary researcher, I assisted a team of educators and researchers with creating STEM learning experiences which are freely available on Pinterest and our website (www.STEMintheEarlyYears.com). To ensure the team is producing high-quality resources, I explored users' perceptions of our resources' pedagogical quality, technical/design quality, and user satisfaction with a questionnaire that I created which included closed-and open-ended questions. Statistical analyses results suggested that respondents (who used our resources) perceived our resources to have good pedagogical and technical/design quality and were satisfied. However, respondents perceived our resources' pedagogical quality to be significantly better than the technical/design quality. Furthermore, respondents' perceptions about the pedagogical and technical/design quality influenced their satisfaction with our resources; with technical/design quality having a stronger influence on their satisfaction. The reflexive thematic analysis results also indicated that respondents perceived our resources to be of good pedagogical and technical/design quality and were satisfied; however, I captured respondents' recommendations on how the resources' quality may improve within the generated themes. The STEM in the Early Years' team will use the results to reflect on our resources' successes and will consider modifying the resources according to the areas that respondents suggested needed improvement.

This research examines the new social media site, Pinterest, to uncover the processes through which mothers construct self- and public-identities. Despite being valued at over $3.8 billion dollars (Perez 2013), having an impressive user retention rate (Moore 2014), and having a highly gendered user base (Tekobbe 2013), Pinterest has been the site of limited sociological inquiry. Seventeen semi-structured qualitative interviews on mothering and Pinterest use were conducted with central Florida mothers who have a Pinterest account and at least one child between 6 months and 10 years old. Through analysis based in a grounded theory approach, three central themes emerged from the data: (1) mothers negotiate motherhood ideals, perpetuated through Pinterest, through drawing on gendered ideologies; (2) mothers' use of Pinterest both supports and impairs construction of positive self-identities, complexly overlapping with concerns of technology overuse; and (3) the compartmentalized nature of Pinterest facilitates the activation of multiple identities which allow 'escapes' from the pressures of motherhood and everyday responsibilities. Insights derived from this research can also be helpful in explaining the overlaps between online and offline identities, how women manage motherhood ideals, and the compartmentalization of self-identities.

The concept 'mess-understanding' has circulated in online media and is so prevalent that it is now included in the Urban Dictionary. The folk concept of mess-understandings is a pun for misunderstandings arising in an online media context. Posting one's own or others' miscommunication and/or typographical errors has grown to be a popular way of sharing humor via cross-platform sharing on the Internet. The aim of this paper is to analyze short message service (SMS) dialogues shared in social media, with a special emphasis on those with the highest degree of 'shareability' and/or popularity. The study specifically focuses on understanding linguistic and communicative reasons behind these dialogues being treated as humorous by users. As such, the study aims to shed light upon current cultural conceptions of communication and humor. Data was collected from the photo sharing website Pinterest from users who had posted or reposted 'screen shots' from their own or others' SMS conversations. In order to collect as much valuable data as possible, a manual search strategy was developed with three different word strings which resulted in a corpus of 160 dialogues. Content analysis of the data revealed certain recurrent humor themes, such as allusions to sexual conduct or bodily functions, generation gaps, technology difficulties, and lexical ambiguity. / Begreppet ‘mess-förstånd’ har på senare tid cirkulerat på Internet och är nu så allmänt förekommande att det är inkluderat i Urban Dictionary. Mess-förstånd är en ordvits för missförstånd som förekommer på Internet. Att lägga upp sina egna eller andras misslyckade konversationer och/eller typografiska fel har utvecklats till ett populärt sätt att dela humor via olika plattformar på Internet. Syftet med den här uppsatsen är att analysera vilka lingvistiska mönster av SMS-missförstånd som finns, med speciell betoning på sådana som har den högsta graden av ‘delbarhet’ och/eller popularitet och vad det säger oss om rådande föreställningar om kommunikation och humor. Det empiriska materialet insamlades från fotodelningshemsidan Pinterest från användare som hade lagt upp eller återbrukat ‘skärmavbilder’ från sina egna eller andras SMS-konversationer. För att samla in så mycket värdefull data som möjligt användes en manuell sökstrategi med tre olika ordsträngar som resulterade i en korpus med 160 dialoger. Analyser av dialogerna visade på återkommande humorteman, exempelvis anspelningar på sexualitet eller kroppsliga funktioner, generationsklyftor, teknologiska svårigheter och lexikala tvetydligheter.

This analysis is an examination of the use of Jane Austen quotes on the social networking site Pinterest in order to explore the messages disseminated by the dismantling of Austen’s works. Austen’s novels contain subtle feminist ideals that empower women to find their own unique paths. Pinterest has a large female following and the messages created and shared by women hold importance because they highlight salient values and ideas. The quotes collected were analyzed using a feminist rhetorical method. Questions of whether women were empowered outside the private sphere and encouraged to engage in independent thought guided the analysis. Findings indicated that Austen’s words are removed from context in order to reinforce hegemonic ideas of beauty, love, and intelligence. Women can engage in independent thought and exist outside the home as long as they follow socially prescribed rules that create unattainable standards and contradictory dichotomies.

Social media has provided both companies and customer with new opportunities. Customers are increasingly integrating social media into their daily lives and companies has noticed these new traditional medias and started to take advantage of them through brand communities. The new behavior occurring on brand communities is what research call customer engagement behavior and goes beyond transactional behavior. However, customer engagement has not been fully researched on different social media platforms. The most researched platform to date is Facebook. And with the rapid growth of social media and the constant development of new platforms it is of importance to understand customer engagement behavior on different social media platforms to further being able to adapt to each unique platform. Purpose: This study aimed to investigate the frequency of customer engagement behavior and its affect on perceived relationship benefits and ultimately, relationship outcomes. This based on three different social media platforms where one company were present with brand communities and then compare the outcome of each platform with each other. Hypothesis: 𝐻1 = The frequency of customer engagement behavior leads to perceived relationship benefits of engaging in a brand community. 𝐻2 = Customer perceived relationship benefits have a positive effect on relationship outcomes. Methodology: Cross-sectional online questionnaires distributed on three different social media platforms – Facebook, Instagram, and Pinterest. Analysed using linear regressions. Findings: The findings indicates that the frequency on which a customer engage in engagement behaviors showed no statistical significance on Facebook, however, the frequency of reading messages, visiting the brand community, and purchasing products did show statistical significance on Instagram. Furthermore, the perceived relationship benefits that showed significance for both Facebook and Instagram was practical and economic benefits. While on Facebook social enhancement was considered an important indicator for relationship outcome and entertainment

Sammanfattning Titel: Syns man inte, finns man inte? GANT Swedens hantering av image och relationer via Instagram och Pinterest. Examinationsdatum: 2014-01-07 Kurs: Examensarbete inom Medie- och kommunikationsvetenskap, Public relations och information, 15 högskolepoäng (15 ECTS). HT2013, Kandidatkurs: Medie- och kommunikationsvetenskap, 30 högskolepoäng (30 ECTS). Författare: Linda Wängborg Handledare: Jonas Jonsson Examinator: Christian Christensen Nyckelord: sociala medier, public relations, imagehantering, relationshantering, kundrelationer, mode, GANT Sweden, Instagram, Pinterest Syfte: Mitt syfte har varit att analysera hur det ökade användandet av fotobloggar, som Instagram och Pinterest, har påverkat GANT Swedens hantering av image och relationer. Teori: Den teoretiska modell som har använts under skrivandets gång är baserad på tidigare forskning, om det traditionella samt nya medielandskapet, imagehantering och relationshantering, där främst författare som Evert Gummesson (1998), Lars Åke Larsson med flera (2002) samt Mats Alvesson och Kaj Sköldberg (2010 och 2005) har varit i fokus. Metod: En kvalitativ metod har använts där en mailintervju med GANT Swedens PR-ansvarig Karolina Skande har genomförts och även intervjuer med två fokusgrupper, vilka tillsammans utgör min primära data. Sekundärdatan utgörs främst av information som har inhämtats från GANT, Instagram och Pinterests hemsidor samt tidningsartiklar och dylikt. Empiri: Praktisk erfarenhet har tillgodogjorts genom den primära och sekundära datan där jag har fått kunskap om GANT Swedens och deras målgruppers syner på hur fotobloggar som Instagram och Pinterest påverkar hanteringen av image och relationer hos GANT. Slutsats: Det nya medielandskapet med fotobloggarna Instagram och Pinterest har bidragit med ändrade förutsättningar för modeindustrin och GANT Sweden. Maktrelationen har ändrat form där de traditionella trendsättarna har fått ge plats åt potentiella kunders ökade inflytande. Idag tenderar kunderna att agera som säljare åt företagen vilket gör att kundrelationer blir allt viktigare inom imagehantering. / Linda Wängborg

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The type of media shared through social media channels has shifted from text content to include an increasingly large number of images. Visual traces resulting from people's online social behavior have the potential to reveal insights about our habits, activities and preferences. The role of social network-related factors have been well studied in previous research. Yet, few studies have sought to understand how user behavior in social networks is dependent on the image itself. The goal of my dissertation is to understand how people engage with image content, and I seek to uncover the role of presentation and image content on people's preferences. To achieve this goal, I study the image sharing communities, Flickr, Instagram and Pinterest, using quantitative and qualitative methods. First, I show how colors -- a fundamental property of an image -- could impact the virality of an image on Pinterest. I consider three dimensions of color: hue, saturation and brightness and evaluate their role in the diffusion of the image on Pinterest, while controlling for social network reach and activity. Next, I shift the focus from abstract colors to a higher-level presentation of images. I study the role of filters on the Flickr mobile application as proxies to visual computation. To understand how people use filters, I conduct an interview study with 15 Flickr mobile users about their filter use. I analyze Flickr mobile images to discover the role of filters in engaging users. Presentation is not the only factor that makes an image interesting. To gain deeper insights in what makes an image more engaging in social image sharing sites, I study the images of people on the Instagram network. I compare images of people with those that do not have faces and find that images with human faces are more engaging. I also look at the role of age and gender of people in the image in engaging users. Finally, I examine different content categories, with and without filters, and study the impact of content category on engagement. I use large-scale data from Flickr and interviews with Flickr mobile users to draw insights into filter use and content engagement. This dissertation takes a first step toward understanding content and presentation of images and how they impact one aspect of user behavior online. It provides several theoretical and design implications for effective design, creation and imposition of rules on image sharing communities. This dissertation opens up a new direction for future research in multimedia-mediated communication.