Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook

This study has researched different motivations for user participation in brand related activities on social media. The study used three types of participation to evaluate motivations for user participation. These types were the following: consuming content, contributing to existing content and crea...

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Main Authors: Rydberg, Alva, Busby, Freja
Format: Others
Language:Swedish
Published: Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik 2013
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-21444
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spelling ndltd-UPSALLA1-oai-DiVA.org-sh-214442014-02-25T04:47:37ZAtt konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på FacebooksweConsuming, contributing or creating : A study of participation in brand related activities on FacebookRydberg, AlvaBusby, FrejaSödertörns högskola, Institutionen för naturvetenskap, miljö och teknikSödertörns högskola, Institutionen för naturvetenskap, miljö och teknik2013Sociala medieranvändardeltagandekonsumenters varumärkesrelaterade aktiviteter onlineFacebooksidaThis study has researched different motivations for user participation in brand related activities on social media. The study used three types of participation to evaluate motivations for user participation. These types were the following: consuming content, contributing to existing content and creating new content. An online questionnaire was distributed on brand Facebook pages and was used as a foundation for two focus group interviews that were then held. The goal of the study was to see what motivates user participation, in order to aid companies and organizations in understanding users. We focused on six motivations from the COBRA-model. Using this model, we have categorized answers from the questionnaire and the focus groups. This has revealed which motivations that are present in different types of participation. We found that entertainment, search for information and discounts and other offers were important motivations for participation. This study also uncovered user attitudes towards different types of posts on Facebook pages, something that can prove to be useful information for companies and organizations.  Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-21444application/pdfinfo:eu-repo/semantics/openAccess
collection NDLTD
language Swedish
format Others
sources NDLTD
topic Sociala medier
användardeltagande
konsumenters varumärkesrelaterade aktiviteter online
Facebooksida
spellingShingle Sociala medier
användardeltagande
konsumenters varumärkesrelaterade aktiviteter online
Facebooksida
Rydberg, Alva
Busby, Freja
Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
description This study has researched different motivations for user participation in brand related activities on social media. The study used three types of participation to evaluate motivations for user participation. These types were the following: consuming content, contributing to existing content and creating new content. An online questionnaire was distributed on brand Facebook pages and was used as a foundation for two focus group interviews that were then held. The goal of the study was to see what motivates user participation, in order to aid companies and organizations in understanding users. We focused on six motivations from the COBRA-model. Using this model, we have categorized answers from the questionnaire and the focus groups. This has revealed which motivations that are present in different types of participation. We found that entertainment, search for information and discounts and other offers were important motivations for participation. This study also uncovered user attitudes towards different types of posts on Facebook pages, something that can prove to be useful information for companies and organizations. 
author Rydberg, Alva
Busby, Freja
author_facet Rydberg, Alva
Busby, Freja
author_sort Rydberg, Alva
title Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
title_short Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
title_full Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
title_fullStr Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
title_full_unstemmed Att konsumera, bidra eller skapa : En studie om deltagande i varumärkesrelaterade aktiviteter på Facebook
title_sort att konsumera, bidra eller skapa : en studie om deltagande i varumärkesrelaterade aktiviteter på facebook
publisher Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik
publishDate 2013
url http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-21444
work_keys_str_mv AT rydbergalva attkonsumerabidraellerskapaenstudieomdeltagandeivarumarkesrelateradeaktiviteterpafacebook
AT busbyfreja attkonsumerabidraellerskapaenstudieomdeltagandeivarumarkesrelateradeaktiviteterpafacebook
AT rydbergalva consumingcontributingorcreatingastudyofparticipationinbrandrelatedactivitiesonfacebook
AT busbyfreja consumingcontributingorcreatingastudyofparticipationinbrandrelatedactivitiesonfacebook
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