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“Are you NOCCO enough?” -En kvalitativ fokusgruppstudie om deltagande i NOCCOs brand community på Instagram
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With the rise of the Internet and the emergence of social media, conditions of communication

for both companies and the public have changed. Today, the audience is a co-creator of

content and is an active participant, and through platforms such as Instagram, there is now a

space where the audience and companies meet. It has developed new features and changed

the structure of a so called brand community , which is about how people gather around a

shared interest of a brand. Based on this, we intend to investigate how the company

NOCCO's communicative activities on Instagram involve consumers and what motivates

them to participate. The study will answer the research questions through three focus group

interviews with 3-4 informants in each group as well as a brief analysis of NOCCO's

Instagram. We identified six themes of participating in our analysis: social aspect, personal

gain, awareness and influence, information, identification and trust.

Place, publisher, year, edition, pages
2020. , p. 68
Keywords [en]
Brand community, social media, Instagram, qualitative, focus groups
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-80983OAI: oai:DiVA.org:oru-80983DiVA, id: diva2:1421316
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2020-04-06 Created: 2020-04-02 Last updated: 2020-04-23Bibliographically approved

Open Access in DiVA

fulltext(1993 kB)19 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf