SKAPA ENGAGEMANG PÅ SOCIALA MEDIER : Hur man fångar en användares genuina intresse

Detta är en Kandidat-uppsats från Umeå universitet/Institutionen för informatik; Umeå universitet/Institutionen för informatik

Sammanfattning: While social media continues to grow, we are seeing more and more companies trying to adapt to the new platforms. As a constantly evolving marketspace finding the best way to spread information is not as clear cut as it used to be. Paying for air-time has been changed to paying for promotion on the platforms och paying for prints has been changed to paying for visibility in consumers feeds. But paying to accomplish this reach is but a small part in the equation. Being able to have the information spread by the consumers is the goal for many companies. But what motivates consumers to share posts, pictures and videos? The purpose of this study is to generate knowledge and understanding as to what might cause consumers to share posts. By focusing on the platform Facebook and the ten most shared and liked posts in Sweden we aim to break down the reasons that attributed to their spread. Interviews and observations have been conducted and the data generated has served to identify aspects that stimulate engagement and a willingness to share post.

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