Gilla - för nöjes skull: En kvantitativ och kvalitativ studie om engagemang på nöjesparkers Instagramkonton

Sammanfattning: This study aims to examine what makes people engage on the social media platform Instagram. Marketing on social media is becoming more and more popular and the biggest difference compared to traditional media is that the users of social media are participants in the marketing process. Engaged participants are thus a prerequisite for successful marketing on social media. How engagement on social media is created was investigated through a quantitative content analysis of three Swedish amusement parks' Instagram accounts, where the purpose was to find out which category of motifs in images resulted in the highest and lowest number of likes. The images were all posted in the summer of 2017. The results of the content analysis were afterwards used in qualitative semi-structured interviews in order to find out why some image motifs engaged more than others. By analyzing the results with an analysis tool based on previous studies, the results were reached. The results showed that images with motifs of amusement parks' various rides and pool attractions achieved the highest numbers of likes on average because they created a high level of emotional engagement among users. Processed images, which contained text and graphic elements, achieved the lowest number of likes on average. The processed image motif created a low degree of engagement as the images were not considered visually appealing, nor did they produce positive feelings or happy memories to the same extent as the motifs in the category of rides and pool attractions.