Kan jag betala med min kompis? : En kvalitativ studie kring hur konsumtionsattityder skapas på Instagram

Sammanfattning: The focus of this bachelor thesis is to study the perceptions, attitudes and opinions that are created by active users on Instagram when commercial messages are incorporated into the social platform. Furthermore, an understanding is sought of how social capital can be seen as a new form of capitalism.Qualitative focus group interviews was used as the method for examining the participants views on the topic. The accumulated data was collected during six sexxions with three different focus groups, where all participants were between the ages of 21-25 and located in Kalmar Län, Sweden.The results of this study show that the perceptions of what is seen as consumption and commercial messages on Instagram differs substantially. We found that positive consumer attitudes are created when users are inspired and can identify themselves with the content. Negative attitudes are created when advertising messages are to obvious and enters in indiscreet ways.