En studie av individers interaktion med företag på Instagram

Sammanfattning: Social media is today a large and important part of most people's everyday lives. The combination of the high user frequency, ready availability and cost efficiency makes social media an attractive marketing channel. Instagram is one of the largest players on the Swedish market and it is based on visual content. Because of the focus on visual content, Instagram is a more complex service to analyze and therefore research on this service is still limited. We have chosen to examine the service Instagram from a marketing perspective in order to identify which factors make individuals choose to follow and interact with companies on Instagram. This was done through a combination of quantitative- and qualitative data in the form of a questionnaire and semi-structured interviews. The study showed that it is common that individuals follow companies on Instagram but that they are selective regarding which companies they choose to follow. They need to gain some sort of value from the account in order to continue to follow and interact with the company on Instagram. For a company to be interesting to follow and interact with on Instagram it is required that the company meet a number of parameters which are presented in the study. Most common was a continually updated stream of visually appealing and inspiring images and videos. The study also shows that there is a majority who feel they have a better relationship with companies they follow on Instagram compared to the companies that they don’t follow on Instagram but do follow on other social media. Based on the conclusions of this study companies that are active on Instagram and therefore communicate mainly through visual content have a lot to gain. By using this study companies can develop a strategy to optimize their presence on the Instagram in order to get people to interact with them, to expand the knowledge of the company on the market, strengthen relationships and to increase the company's sales.