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Uncovering the Motivations for Creating Brand-Related UGC on Instagram: A Study within the Apparel Industry
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background

The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. As this represents a cost-efficient marketing practice for brands, they are seeking ways to leverage the creation of positive brand-related UGC.

Purpose

The purpose of this study is to explore motivations for brand-related UGC creation on Instagram in the apparel industry.

Method

The study is explorative with a grounded theory inspired research strategy, and an abductive approach. A total of 20 participants were included in semi-structured interviews using IM. The participants, who all had posted brand-related pictures on Instagram, were selected purposely through Instagram itself, and were German or Swedish. Inspired by a grounded theory strategy, data collection and analysis proceeded simultaneously with the aid of a deductively developed preliminary model and a qualitative content analysis method. New insights were found inductively through the interviews, leading to the development and revision of the preliminary model.

Findings and Conclusion

The findings demonstrate that motivations for UGC creation are rooted in three dimensions, namely personal, social, and brand-related dimensions, all comprising of several categories of motivations with their respective sub-categories. Remarkably, the brand itself appears to be a greater motivation for UGC creation than previously expected. The results further indicate a strong interconnectivity between the three dimensions.

Contributions

This research provides a conceptual framework of motivations for UGC creation. It contributes with knowledge for marketing practitioners, as the model can be used to generate more effective marketing strategies on social media, suggesting them to incorporate the three dimensions of personal, social and brand-related motivations to trigger high levels of consumer engagement in relation with the brand.

Place, publisher, year, edition, pages
2017. , 62 p.
Keyword [en]
UGC, User-Generated Content, Electronic Word-of-Mouth, eWoM, Social Media, Instagram, Instant Messaging, Qualitative Content Analysis
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-36480ISRN: JU-IHH-FÖA-2-20170490OAI: oai:DiVA.org:hj-36480DiVA: diva2:1117166
External cooperation
Gina Tricot
Supervisors
Examiners
Available from: 2017-06-28 Created: 2017-06-28 Last updated: 2017-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf