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The Global ETD Search service is a free service for researchers
to find electronic theses and dissertations. This service is
provided by the
Networked Digital Library of Theses and Dissertations.
Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
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Syns du inte, så finns du inte : En kvalitativ studie om unga kvinnors motiv bakom positivt laddat användargenererat innehåll på InstagramGrundberg, Amanda, Eriksson, Lisette January 2016 (has links)
Problem: What are the motives behind positively charged user-generated content on Instagram? Purpose: The study aims to identify and analyze existing and potential users' motives for creating and distributing positively charged content on Instagram from a user perspective. Method: The study was conducted based on a qualitative method and applied the hermeneutical - phenomenological approach. Eleven semi-structured interviews were conducted with female users of Instagram aged between 21-30 years. Theory: The study builds on previous research on user-generated content, electronicword-of-mouth, selective attention, Lazarsfeld’s two-step flow of communication model, Uses & Gratification, motivation and Katz’ functional theory, and Maslow's hierarchy of needs. Empirics and analysis: The empirical data consists of the eleven completed in-depth interviews that were analyzed based on the selected theories. Conclusion: The study has concluded that the underlying motives behind creating positively charged user-generated content on Instagram are: (1) social interaction, (2) entertainment and (3) the need to be seen.
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