What is beautiful content? A qualitative study on firm-generated beauty content on Instagram

Sammanfattning: Thesis Purpose: The purpose of this study is to extend the research on Instagram content. We will look at how different types of firm-generated content created by Swedish beauty retailers on Instagram is evaluated by young female Swedsih consumers in the hopes of finding which content that is perceived to be visually appealing and met with an interest. Theoretical Perspective: This study builds on the semiotic theory of Roland Barthes combined with the Stimulus-Organism-Response model. Through the combination of these theories we managed to identify the visual signs in beauty content that consumers found to be essential, but also to understand how content as a stimuli lead to various consumer emotions and responses. Methodology The study is of qualitative nature and takes on an inductive approach, our ontological standpoint is of relativism and our epistemological position of social constructionism. Data was collected through thirteen semi-structured interviews with Swedish female beauty consumers in ages 25-34. Empirical Findings and Analysis: Our findings reveal how creating an interest in consumers through content is of great importance to beauty retail brands. The findings highlight how visually appealing content should include components such as; colours, humans, informative text, the Instagram shop button, product packaging, and product texture. Four central elements are identified to be the most important for what constitutes visually appealing content: colours, authenticity, clear communication, and information. Discussion and Conclusion: It was found that soft pastels, neutral beige and brown colours, as well as bright yellow were colours that consumers prefered. Perceived authenticity, information and, clear communication was also found to be crucial. Based on the findings from our respondents, we propose a framework of how to create visually appealing beauty content on Instagram for retailers on the Swedish market.