This bachelor thesis examines what hedonic values influence female Instagram users to interact with influencer’s Instagram content. Furthermore, we examine what hedonic needs female Instagram users might find meaningful and if those needs can lead to activity on an influencer’s Instagram account. It also explores if the value aesthetics can have any effect on female Instagram user’s activity on an influencer’s Instagram. The study uses mixed methods in order to answer the research question and the sub questions. We have used a survey to examine which hedonic needs are most meaningful to the female users and if those needs have any effect on user’s interaction on influencers posts. Interviews have been held in order to explore if hedonic values and aesthetics have any influence on user’s activity on influencers Instagram content. Our study showed that the most essential hedonic needs are relatedness, meaning and stimulation and that these are the needs that leads to the most activity. It also showed that aesthetics and all hedonic values have an influence on user activity on an influencer’s Instagram.

Due to the increased consumption of video streaming services, the user’s requirements increase, which strengthens the demands on the services and requires a well-functioning navigation system. This study aims to examine the user experience (UX) of the navigation system on the streaming service Netflix. The study has focused on the pragmatic and hedonic aspects to find out their significance for the result. This was investigated through a combination of both qualitative and quantitative studies, including user tests followed by a semi-structured interview and with the measuring tool AttrakDiff. By analysing the results from a phenomenological point of view, the results were reached.  The results and analysis from the study show that the hedonic aspects are the ones that mainly contributes to the positive user experience. The user tests show that the individual steps towards the user goals are highly relevant and that less positive parts of the product do not necessarily mean that the user experience becomes negative.