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.

Abstract The rapid technological developments have changed how companies market themselves and how consumers search for information. Furthermore, the internet provides companies with a variety of channels to share information and products. For a long time, “word of mouth” which consumers recommend via mouth-to-mouth, has been one of the most effective marketing techniques. According to studies, the effect of positive and negative electronic Word of Mouth on consumers differs, with negative electronic Word of Mouth having a greater impact on consumers. Positive electronic word-of-mouth can be beneficial for companies whereas negative can be detrimental. This thesis investigates what companies should do to continue spreading positive eWOM and reduce the negative eWOM. Further, this thesis aims to investigate how the positive and negative eWOM affects a company and what their current strategy is so that a recommended strategy can be built for the companies.  Thus, a qualitative study of six SME companies was designed to understand how eWOM affects companies and how they can reduce the effect of negative eWOM. The data was gathered through online semi-structured interviews, and the findings indicate that companies are affected differently by eWOM due to whether it is a product-based or service-based company. According to the study, two components that all companies lacked were resources and time. Companies should be more visible, have weekly marketing meetings, and a platform for reviews, according to the new strategy. Keywords: electronic word-of-mouth (eWOM), Social networks sites (SNS), Valence, Online reviews, impact, and consequences of eWOM

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Submitted by Vitor Moura Lima (vitormlima@gmail.com) on 2015-01-28T18:14:40Z No. of bitstreams: 1 VitorLima_Dissertação_MEXFGV_low.pdf: 2263989 bytes, checksum: 4e0a234fad546a31a03c19cff7dafe73 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2015-02-04T19:26:09Z (GMT) No. of bitstreams: 1 VitorLima_Dissertação_MEXFGV_low.pdf: 2263989 bytes, checksum: 4e0a234fad546a31a03c19cff7dafe73 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2015-02-11T17:11:15Z (GMT) No. of bitstreams: 1 VitorLima_Dissertação_MEXFGV_low.pdf: 2263989 bytes, checksum: 4e0a234fad546a31a03c19cff7dafe73 (MD5) / Made available in DSpace on 2015-02-11T17:11:32Z (GMT). No. of bitstreams: 1 VitorLima_Dissertação_MEXFGV_low.pdf: 2263989 bytes, checksum: 4e0a234fad546a31a03c19cff7dafe73 (MD5) Previous issue date: 2014-12-18 / The objective of the research was the investigation of the consumer engagement in a virtual brand community, which considered L'Oréal Paris Brasil Facebook Fan Page as a context of observation. On this purpose, by a netnography method, the interactions were collected from members of the website over three months and analyzed from the perspective of the conceptual model presented by Brodie et al. (2011b). During content analysis, which considered Bardin (2007) techniques, the dimensions, processes and sub-processes of the consumer engagement were identified, as proposed by the conceptual model. In addition, the results point to the validation of the model and reinforce the view that the mere participation or involvement doesn't indicates engagement, because it reflects a complex psychological state, context dependent and requires antecedents and consequences processes. Based on these findings, theoretical and practical implications, as well as suggestions for future studies, are discussed. / O estudo objetivou a investigação do fenômeno de engajamento do consumidor em uma comunidade virtual de marca, tendo a Fan Page da L'Oréal Paris Brasil como contexto de observação. Para isso, por meio de método netnográfico, foram coletadas as interações entre os membros da comunidade ao longo de três meses e analisadas sob a perspectiva do modelo conceitual apresentado por Brodie et al. (2011b). Durante a análise de conteúdo, considerando as técnicas propostas por Bardin (2007), foram identificadas as dimensões, os processos e sub-processos do engajamento do consumidor, conforme proposto pelo modelo conceitual. Além disso, os resultados encontrados apontam para a validação do modelo e reforçam a perspectiva de que a simples participação ou envolvimento não pressupõe engajamento, pois este reflete um estado psicológico complexo, dependente de contexto e que necessita de processos antecedentes e consequentes. Com base nos achados, são discutidas as implicações teóricas e práticas, assim como sugestão para futuros estudos sobre o tema.

Submitted by Daniel Buarque Tubenchlak (daniel.buarque@hotmail.com) on 2013-06-18T22:57:43Z No. of bitstreams: 1 Dissertação Daniel Tubenchlak VF 2013 FGV.pdf: 2520628 bytes, checksum: e79b47d9386fccbe6389578228a0fdde (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2013-06-20T14:45:41Z (GMT) No. of bitstreams: 1 Dissertação Daniel Tubenchlak VF 2013 FGV.pdf: 2520628 bytes, checksum: e79b47d9386fccbe6389578228a0fdde (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-06-21T19:10:20Z (GMT) No. of bitstreams: 1 Dissertação Daniel Tubenchlak VF 2013 FGV.pdf: 2520628 bytes, checksum: e79b47d9386fccbe6389578228a0fdde (MD5) / Made available in DSpace on 2013-06-21T19:14:39Z (GMT). No. of bitstreams: 1 Dissertação Daniel Tubenchlak VF 2013 FGV.pdf: 2520628 bytes, checksum: e79b47d9386fccbe6389578228a0fdde (MD5) Previous issue date: 2013-05-27 / O estudo objetivou investigar as motivações do comportamento de comunicação boca a boca positiva sobre produtos e marcas no site de redes sociais Facebook. Para tanto, foram desenvolvidas hipóteses de pesquisa e um modelo teórico para se entender as motivações da comunicação boca a boca positiva neste contexto. Para testar a validade do modelo proposto, um estudo de campo foi conduzido com 468 usuários do Facebook no Brasil. Os dados foram analisados por meio de modelagem de equações estruturais. Os resultados sugerem como motivos a preocupação com outros consumidores e o desejo de interação social, seguidos dos desejos de extravasar emoções positivas e de ajudar a empresa. O teste empírico deu suporte ao papel moderador da força dos laços sociais na relação entre preocupação com outros consumidores e o boca a boca positivo. Ao analisar variações no comportamento de boca a boca positivo em função do perfil demográfico, o estudo sugere que as mulheres são mais engajadas do que os homens e que publicam e compartilham, em média, uma maior variedade de categorias de produtos e marcas. Entretanto, a pesquisa sugere uma associação significativa entre a categoria de produto divulgada e sexo do consumidor. Desta forma, apesar das mulheres divulgarem, em média, uma maior variedade de produtos, os resultados sugerem que homens são mais engajados em algumas categorias específicas, como por exemplo, esporte, carros e motos. Com base nos resultados, são discutidas implicações teóricas e práticas, bem como sugestões para pesquisas futuras. / The study aimed to investigate the motivations of positive word of mouth about products and brands on Facebook. On this purpose, research hypotheses and a theoretical model to further understand positive word-of-mouth in this context were developed. In order to test the validity of the model proposed, a field study was conducted with 468 Facebook users in Brazil. Data were analyzed using structural equations modelling. Results suggest, as motivations, concern for other consumers and desire to engage in social interactions, followed by the desire to share positive emotions and help companies. The empirical test supported the moderating role of tie strength in the relationship between concern for other consumers and positive word-of-mouth communication. By analyzing differences in positive word-of-mouth as a function of demographic profiles, the study suggests that women are more engaged than men and that, on average, they create and disseminate a larger variety of brand-related information. Nevertheless, the study points to a significant relationship between consumers' gender and category of disseminated products. Though on average women transmit via Facebook a larger variety of brand-related information, results suggest that men are more engaged in some particular categories, such as sports, cars and motorcycles. Based on these findings, theoretical and practical implications, as well as suggestions for future research, are discussed.