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"Vi vill ju locka in dem i fällan": - En kvalitativ studie om organisationers användning av Instagram
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"We want to catch them in the trap" : - A qualitative study of organizations using Instagram (English)
Abstract [en]

The aim of the study is to examine how selected organizations use Instagram in their communicative work. In order to achieve the purpose, theories and previous research on public relations, strategic communication, organizational communication, convergence culture and social media as a communication tool has been used. The study was conducted through interviews with four different organizations: Björklöven, Rapunzel of Sweden, Visit Umeå and NorrlandsOperan. The material was collected during the period 29th of January to 6th of February 2015. The analysis and the results showed that organizations primarily use Instagram as a secondary sales channel where the goal is to sell certain products and services or highlight other areas of their business. The results also showed that all feel that Instagram is a time consuming tool and that they describe a great fear about managing public dialogue with their followers, however also sees some organizations significant advantages in meeting their followers and absorb what is being said. Finally, there were also large differences in how organizations work strategically with Instagram which also could be linked to how respective management prioritizes Instagram as a communication tool. The organizations that describes a lack of planning without either strategy or clear structure, which brings more stress and anxiety about their work with Instagram, also explains that they lack support and commitment from their management. The organizations that describes the exact opposite, as management clearly shows that Instagram is an important communication tool, when work with Instagram is based on clear strategies and is included in the overall communication planning. This means that organizations work with Instagram are affected differently depending on how management prioritizes Instagram as a communication tool. 

Abstract [sv]

Syftet med studien är att undersöka hur utvalda organisationer använder Instagram i sitt kommunikativa arbete. För att uppnå syftet har teorier och tidigare forskning om public relations, strategisk kommunikation, organisationskommunikation, konvergenskultur och sociala medier som kommunikationsverktyg använts. Studien har genomförts genom intervjuer med fyra olika organisationer: Björklöven, Rapunzel of Sweden, Visit Umeå och NorrlandsOperan. Materialet samlades in under tidsperioden 29 januari-6 februari 2015. Analysen och resultatet visade att organisationer främst använder Instagram som en sekundär försäljningskanal där målet är att sälja vissa produkter och tjänster eller belysa andra områden inom deras verksamhet. Resultatet visade även att samtliga upplever att Instagram är ett tidskrävande verktyg och att de beskriver en stor rädsla kring att hantera den offentliga dialogen med deras följare, dock ser även vissa organisationer stora fördelar i att möta deras följare och ta till sig av vad som sägs. Slutligen återfanns även stora skillnader i hur organisationer arbetar strategiskt med Instagram vilket även kunde sammankopplas med hur respektive ledning prioriterar Instagram som kommunikationsverktyg. De organisationer som beskriver en bristande planering utan vare sig strategier eller tydlig struktur, vilket frambringar mer stress och oro kring deras arbete med Instagram, beskriver även att de saknar stöd och engagemang ifrån deras ledning. De organisationer som beskriver raka motsatsen, då ledningen tydligt visar att Instagram är ett viktigt kommunikationsverktyg, sker arbete med Instagram utifrån tydliga strategier och ingår i den övergripande kommunikationsplaneringen. Det betyder att organisationers arbete med Instagram påverkas olika beroende på hur ledningen prioriterar Instagram som kommunikationsverktyg. 

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
Björklöven, Rapunzel of Sweden, Visit Umeå, NorrlandsOperan, public relations, organizational communication, Instagram, social media, strategic communications, qualitative study, Umeå University
Keyword [sv]
Björklöven, Rapunzel of Sweden, Visit Umeå, NorrlandsOperan, public relations, organisationskommunikation, Instagram, sociala medier, strategisk kommunikation, kvalitativ studie, Umeå universitet.
National Category
Media and Communications Law and Society
URN: urn:nbn:se:umu:diva-101735OAI: diva2:801679
External cooperation
Björklöven, Visit Umeå, NorrlandsOperan och Rapunzel of Sweden
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2015-04-10 Created: 2015-04-09 Last updated: 2015-04-10Bibliographically approved

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