What we want to see? The Instagram photo in business

• Main Authors: Zhu, YuFei, Asmelash, Amanuel, Lilieholm, Jonas
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2018
• Subjects: Relationship marketing; Social media platform; Instagram; photographic; Image type; Color; visual composition; emotion expression; deductive research; qualitative research; Coding; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-78652

The authors of this study want to build a classification model which can help researchers and marketers to evaluate what kind of characteristics that photo online especially on Instagram can attract more attention. The process of this case of study can be divided into two steps. First of all, the authors of this paper will create a classification model of the characteristics of these pictures on Instagram based on several theories and previous studies. Then the authors of this paper will conduct nineteen semi-structured interviews with participants to reinforce the classification of categories color, visual composition, image type and emotional expression, and further develop this model to make it more comprehensive.