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More than what meets the eye: an exploratory study of what image attributes influence consumer behaviour on Instagram
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In an era where Instagram is the new dominating social media platform to reach and communicate with consumers, the demands on companies to differentiate their social media content have increased. Executives seem to avoid social media due to absence of how to manage and learn from it. Therefore, additional in-depth knowledge of how to place apparel products in favourable contexts through images could make marketing efforts more efficient on Instagram.

The path this dissertation follows is qualitative with an abductive approach, since the aim of this dissertation is to create an in-depth understanding of what image attributes influence and motivate consumers on Instagram.

Primary data have been produced through three semi-structured focus group interviews along with secondary data collected from five apparel brands’ Instagram accounts. This thesis takes its ground in consumer behaviour and theories of visual content, but does not rely on theory alone, as it would have prevented findings of new insights.

Findings of previous research on how visual content influence consumers reinforced our research study even when displayed in the forum of Instagram. Additionally, the results of this dissertation stress the importance of placing the product in a relevant context, to a visually appealing background and preferably shown on a human being. These findings may be useful as guidance for apparel companies using Instagram as a promotional tool, as well as for companies who are planning to do so.

Place, publisher, year, edition, pages
2018. , p. 92
Keywords [en]
Image attributes, consumer behaviour, Instagram, apparel brands, visual content
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18298OAI: oai:DiVA.org:hkr-18298DiVA, id: diva2:1228228
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2018-07-03 Created: 2018-06-27 Last updated: 2018-07-03Bibliographically approved

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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