Responsivitet i sociala medier : En kvalitativ studie av interaktion på sociala medier kopplat till Suitsupplys kampanj "Toy boys"

Sammanfattning: The purpose with this thesis has been to see how interaction due to a campaign that led to reactions can be a trigger for individuals making comments and responding on social media. To see how interaction on a campaign that brought up reactions between individualsunfamiliar with each other. To see which positions that can be discovered. To see how interaction on social media can be understood through a social and a technical perspective. To see in what way interaction on social media can work as a way to define what you think or where you stand. And also to see what it is in Suitsupply ́s campaign that creates reactions and provocates. With focus on a qualitative method a content analysis was conducted on three social media sites, Facebook, Instagram and Twitter. With the gathered result it shows that campaigns in this case has created reactions on Facebook and Instagram can be a way for individuals to interact with one another. By commenting they clarify what they will say and which position they take. On the studied platforms the individuals has commented and the creation of interactivity has been understood by the chosen theory. The results showed that the interaction differs on Twitter.