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- W2152923550 abstract "PurposeThe purpose of this thesis is to contribute with knowledge on consumer identity in a social media setting and how companies can utilize this behaviour for effective marketing. MethodThe thesis adopts a constructivist perspective on how we interpret our interviewees, the reality and our own research role. The interviews have been inspired by both ethnographic and a phenomenological approach. Our visual observations are inspired by a nethnographic approach. We have chosen to use narrative analysis in order to analyze the empirical material. Theoretical perspectiveThe theoretical focus point has been on narrative theory. We have looked at theories related to narratives and also ones concerning the self. Empirical foundationThe empirical findings have been divided into two main themes: ego boost and fabricating a genuine identity. We have noted that the participants create a new identity on Instagram. ConclusionsThe participants have created a new identity that resembles their ideal self. This created identity acts as a personal brand in their private sphere." @default.
- W2152923550 created "2016-06-24" @default.
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- W2152923550 date "2014-01-01" @default.
- W2152923550 modified "2023-09-27" @default.
- W2152923550 title "A Picture is Worth a Thousand Words - A qualitative analysis of how consumers identify themselves on Instagram" @default.
- W2152923550 hasPublicationYear "2014" @default.
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