hkr.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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
Why do we "double tap" the image?: A case study on engagement in social media through communicated city center attributes
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis is concerned with place user engagement on a place brand’s social media account. It is argued that a place brand through communicated place attributes can stimulate place users to engage and interact with the brand.

The purpose is to investigate how engagement can be stimulated through communication of specific city center attributes, but in the context of social media. The explorative purpose of this qualitative study calls for an abductive approach. The empirical context of the study is the Town Center Management initiative Handelsstaden Kristianstad. One interview with the chief of operations at the studied organization, two focus groups with students from Kristianstad University, and a content analysis of Handelsstaden Kristianstad’s Instagram feed was conducted with the purpose to shed light on why the place consumer, that is place user, would “double tap” content on Instagram.

If engagement is desired on social media, the study indicates how a place manager should communicate well-composed images of unique place characteristics, or images including place users Users are then allured to visit the city center and partake in the city center activities as they are able to recognize or identify the city. Place marketers could utilize these findings in order to focus their energy when communicating the place brand on social media. 

The context of the study is restricted to a Town Center Management initiative in a small to medium sized Swedish city center. Moreover, only enrolled students at the local university took part in the focus groups. Hence, future research could include other demographics to see whether the findings are transferable to other age groups. 

This thesis adds original insights to the field of place branding, as the concepts of city center attributes previously have not been researched in relation to consumer engagement on social media. 

Place, publisher, year, edition, pages
2017. , p. 70
Keywords [en]
place branding, engagement, city center brand, instagram, social media, town center management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-16924OAI: oai:DiVA.org:hkr-16924DiVA, id: diva2:1112403
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2017-06-02, 14-420, Elmetorpsvägen 15, Kristianstad, 14:15 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-06-22 Created: 2017-06-20 Last updated: 2017-06-22Bibliographically approved

Open Access in DiVA

Persson & Westergren (2017)(5871 kB)240 downloads
File information
File name FULLTEXT01.pdfFile size 5871 kBChecksum SHA-512
c6f1b3054139a48714fca0c4c240925b8a9fc7e68ad5c673dc714e7fbe31fb086d9b47e77b61d4a1ddd658041f47d2986087f496fe1c07728d7d6aa7367e83be
Type fulltextMimetype application/pdf

By organisation
School of Health and Society
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 240 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 737 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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