“Are you NOCCO enough?” -En kvalitativ fokusgruppstudie om deltagande i NOCCOs brand community på Instagram

Sammanfattning: With the rise of the Internet and the emergence of social media, conditions of communication for both companies and the public have changed. Today, the audience is a co-creator of content and is an active participant, and through platforms such as Instagram, there is now a space where the audience and companies meet. It has developed new features and changed the structure of a so called brand community , which is about how people gather around a shared interest of a brand. Based on this, we intend to investigate how the company NOCCO's communicative activities on Instagram involve consumers and what motivates them to participate. The study will answer the research questions through three focus group interviews with 3-4 informants in each group as well as a brief analysis of NOCCO's Instagram. We identified six themes of participating in our analysis: social aspect, personal gain, awareness and influence, information, identification and trust.