Instagram - En kvantitativ jämförelse mellan två kommunikationsstrategier, Mika Nordin & Flora Berglund

Sammanfattning: Social media today is a current topic, it has developed fast and continues to spread in a fast moving pace. Recent trends states that social media becomes more integrated into peoples personal lives. This essay deals with the subject area social media, focusing on the channel Instagram. The topic is chosen because of it´s popularity in today's digital communications landscape, and also keeping in mind that there is a great lack of previous studies on the subject. The purpose of this paper is to provide insights into how companies should handle images on the social media channel Instagram by testing two different strategies against each other. The report is based on a field experiment carried out during one week. Respondents followed four fictitious brands with two different image strategies and answered a survey after the experience. The most vital conclusion that emerged from the paper is that personal photos leads to better communication effects than professional photos. Personal images had higher values on all the variables proved to be significant. The essay has led to an increased understanding on how different image strategies in the medium Instagram affect people's perceptions and attitudes toward the brand behind the communication.