Transmedia Narrative Transportation och hur influerare verkar på sociala plattformar : En netnografisk studie på hur individuella influerares förhållningssätt gentemot sociala plattformar kan ses med ett teoretiskt förhållningssätt

Sammanfattning: The aim of this study is to compare how transmedia narrative transportation theory (TNT) can be used on social plattform by influencers to how they are doing it. Social platforms are a relatively new phenomenon that is constant evolving both technical and how it´s used by the society. It therefore needs more and deeper research on the subject for increased and broader understanding. Our study investigates solely social platforms where the TNT theory has not previously been implemented.  During the studies we used a netnographic approach to observe two influencers who uses different types of social media platforms to connect with stakeholders in different ways. Our aim of this study is to answer the question “How do influencers use social platforms and can it compare to TNT in their interactions with stakeholders and what value this generate?”.  What our study reveals is that social platforms with their design and several functions creates a space for communication and interaction, which is a basis for influencers to achieve stakeholder engagement and co-creation of meaning. Both influencers who we observed during the study, works with social platforms in a way that can be compared to how TNT is used. Our study also shows that an influencer with a storyworld that share stories with a clearer start, climax and ending, generate more stakeholder engagement.