Дисертації з теми "Viral emotions"
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Gastines, Louis-Jean Macé de. "OMG! Characterizing the role of emotions in the sharing of online commercial videos." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10783.
Повний текст джерелаApproved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-04-25T12:26:16Z (GMT) No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5)
Made available in DSpace on 2013-04-25T13:14:38Z (GMT). No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5) Previous issue date: 2013-03-27
Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. Every year sees the breaking of new records for virality. In March 2012, the video 'KONY 2012' calling for united action against the eponym African militia leader, reached over 34,000,000 of views on its first day of launch. In December 2012, the 'Gangnam Style' music video became the first YouTube video to reach over a billion views, totalizing over 1.4 billion views in March 2013. Such illustrations clearly underline the new scale that the internet gave to word-of-mouth sharing. Marketers understood the fantastic lever of viral videos and tried to seize the phenomenon so as to replicate it for business purposes. This research aims at providing insights to academics and marketers on the determinants to online commercial videos sharing. The focus was set more specifically on the role of emotions in the sharing, to identify which emotions lead and how they lead to the sharing of online commercial videos. The research was conducted leveraging two scientific methods, a survey and a text-mining analysis that attributed emotions to comments from the most shared YouTube videos. The research confirms with new means a number of hypotheses previously tested and validated by Academics. It shows that positivity and strength are larger drivers for video sharing than negativity and weakness (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). It also argues that video content as well as its context are very significant determinants of online video-sharing (Laskey et al., 1989; Taylor, 1999). Beyond validating existing theories, the research brought new elements to the table, notably the role of strength/weakness dimension of emotions to analyze virality, and the importance of a clear 'call to action' embedded in the video to boost its sharing. These novel concepts enrich the very quickly evolving literature on the topic and pave the way for further research.
Se tornar viral' é visto pelos comerciantes como o novo Graal para alcançar grandes comunidades online. Neste contexto viral, vídeos têm um papel especial dada a forte capacidade deles de se espalhar exponencialmente pela internet através do compartilhamento social. Cada ano se vê a quebra de novos recordes através deste tipo de viralidade. Em março de 2012, o vídeo 'Kony 2012' envolvendo a ação unida contra o líder de milícia Africano epônimo, atingiu mais de 34 milhões de visualizações em seu primeiro dia de lançamento. Em dezembro de 2012, o vídeo-clipe da música 'Gangnam Style' tornou-se o primeiro vídeo do YouTube a alcançar mais de um bilhão de visualizações, totalizando mais de 1,4 bilhões de visualizações em março de 2013. Tais ilustrações mostram claramente a nova escala que a internet deu ao fenômeno do boca-a-boca. Os comerciantes entenderam o potencial fantástico dos vídeos virais e tentaram aproveitar o fenômeno de modo a reproduzi-lo para fins comerciais. Esta pesquisa oferece para os acadêmicos e os profissionais de marketing uma análise dos determinantes do compartilhamento de vídeos comerciais online. Mais especificamente, o foco da dissertação foi definido sobre o papel das emoções no compartilhamento, para identificar quais delas levam e como levam à partilha de vídeos comerciais online. A pesquisa foi realizada a partir de dois métodos científicos: uma pesquisa e uma análise de texto sobre a atribuição de emoções para comentários dos vídeos mais compartilhados do YouTube. A pesquisa confirma, com novos métodos, hipóteses previamente testadas e validadas por acadêmicos. Ela mostra que a positividade e a força das emoções são determinantes de compartilhamento maiores do que a negatividade e a fraqueza (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). A dissertação também argumenta que o conteúdo do vídeo, bem como o contexto são determinantes significativos de compartilhamento de vídeo (Laskey et al., 1989; Taylor, 1999). Além de validar teorias existentes, a pesquisa trouxe novos conceitos para a discussão, especialmente o papel da dimensão força / fraqueza de emoções para analisar o fenômeno viral, e a importância de uma clara 'chamada à ação' incluída no vídeo para aumentar a sua partilha. Estes novos conceitos enriquecem a literatura do tema – que evolui muito rapidamente – e preparam o caminho para futuras pesquisas.
Santos, Maria João Soares de Almeida Pereira. "Going viral : the influence of emotional content and gender on social transmission." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24545.
Повний текст джерелаApproved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-07-27T18:45:46Z (GMT) No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)
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Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos
Purpose – The purpose of this work is to examine the influence that gender and different emotional stimuli exert on people’s online sharing intentions. Precisely, we take a closer look at whether (1) people share more positive or negative content; (2) men or women react more strongly to these emotional stimuli; and (3) emotional valence has a heterogeneous effect across genders. Design/Methodology - This dissertation employs an experimental study: 2 (emotional valence: positive vs. negative) x 2 (gender: male vs. female) between-subjects design. Findings – Results show that emotional valence does indeed influence sharing intentions, and more importantly, that negative emotions lead to a higher willingness to share. Further, results demonstrated that women share more content online when compared to men but no heterogeneous effects of emotional valence were observed. Research limitations - The main limitation of this research is that it is based on self-reported answers to hypothetical scenarios, since we intend to measure potential behavior of sharing. Meaning that, although an individual’s intention to commit to a certain behavior is the most adequate predictor of one’s behavior, it is beyond the scope of this study to measure actual sharing behavior. Practical implications - This research produced valuable insights by providing relevant information on how to create content that will probably be highly shared, on the opposite to the regular content that most agencies and marketer use to promote their products.
Granlund, Cajsa, and Lisa Prick. "A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75458.
Повний текст джерелаSantos, Maria João Soares de Almeida Pereira. "Going viral : the influence of emotional content and gender on social transmission." Master's thesis, reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10400.14/26238.
Повний текст джерелаApproved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-07-27T18:45:46Z (GMT) No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5)
Made available in DSpace on 2018-08-08T13:19:44Z (GMT). No. of bitstreams: 1 2018_DISSERATION_MARIAJOAO_FINAL (1).pdf: 985094 bytes, checksum: ae65eaf60f5eb75bcd74e76b10b71d79 (MD5) Previous issue date: 2018-06-20
Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos
Purpose – The purpose of this work is to examine the influence that gender and different emotional stimuli exert on people’s online sharing intentions. Precisely, we take a closer look at whether (1) people share more positive or negative content; (2) men or women react more strongly to these emotional stimuli; and (3) emotional valence has a heterogeneous effect across genders. Design/Methodology - This dissertation employs an experimental study: 2 (emotional valence: positive vs. negative) x 2 (gender: male vs. female) between-subjects design. Findings – Results show that emotional valence does indeed influence sharing intentions, and more importantly, that negative emotions lead to a higher willingness to share. Further, results demonstrated that women share more content online when compared to men but no heterogeneous effects of emotional valence were observed. Research limitations - The main limitation of this research is that it is based on self-reported answers to hypothetical scenarios, since we intend to measure potential behavior of sharing. Meaning that, although an individual’s intention to commit to a certain behavior is the most adequate predictor of one’s behavior, it is beyond the scope of this study to measure actual sharing behavior. Practical implications - This research produced valuable insights by providing relevant information on how to create content that will probably be highly shared, on the opposite to the regular content that most agencies and marketer use to promote their products.
Chohan, Raeesah. "Understanding the role of emotion in viral marketing." Master's thesis, University of Cape Town, 2013. http://hdl.handle.net/11427/5815.
Повний текст джерелаIncludes bibliographical references.
Using the Internet to share content online is not only a daily activity for many people, yet a means to share their experiences and emotion with others. This study aims to answer why Internet users in South Africa share content online and to better understand the role of emotion in viral marketing. There are three main objectives of this study: to determine what encourages people to share content online, to investigate the role of emotion in sharing content online and to determine whether there is a difference between sharing content that elicits positive emotion versus sharing content that elicits negative emotion. The findings assist marketers in conducting viral marketing campaigns that appeal to consumers. Using a two-stage research design, qualitative and exploratory research was conducted. The first-stage is netnography, which is a derivation of ethnography, and was based on YouTube. The second-stage consisted of semi-structured interviews that included two viral video marketing campaigns. This study found that people share content online when content that appeals to people is relevant. Whether people find content relevant or not can depend on their age and/ or gender. People share content online to be altruistic, for self-benefit and social capital. An additional reason for sharing content online is when the content is emotionally appealing. Particularly, it was found that content that elicits positive emotion is more likely to be shared than content that elicits negative emotion. This study addresses gaps in literature in the following ways. Firstly, viral marketing is a growing concept that requires updated research about to provide an understanding of viral marketing that is consistent with its changes in its practice. Secondly, the model provided in this study defines what sharing means in terms of viral marketing, which no other study has done. Thirdly, where previous authors disagree about the difference between sharing content that elicits positive emotion versus sharing content that elicits negative emotion, this study contains updated findings which show that content which elicits positive emotion is more likely to be shared. Additionally, this study shows how the Social Sharing of Emotion theory can be applied to a viral-marketing and online context. The contribution that this study makes is that literature can benefit by understanding that content is king and relevance is important in encouraging people to share content online. Additionally, marketers should focus on creating content that is useful or makes the sender look good socially. Most importantly, to encourage people to share content online, the content should be emotionally appealing and focus should be placed on ensuring the content elicits positive emotion.
Botha, Elsie Margaretha. "Contagious Communications : The role of emotion in viral marketing." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150888.
Повний текст джерелаQC 20140911
Marmolejo-Ramos, Fernando. "The comprehension of emotions in narrative texts : The role of embodied knowledge." Thesis, University of Ballarat, 2007. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/61047.
Повний текст джерелаMaster of Applied Science by research
Marmolejo-Ramos, Fernando University of Ballarat. "The comprehension of emotions in narrative texts : the role of embodied knowledge." University of Ballarat, 2007. http://archimedes.ballarat.edu.au:8080/vital/access/HandleResolver/1959.17/12824.
Повний текст джерелаMaster of Applied Science by research
Marmolejo-Ramos, Fernando. "The comprehension of emotions in narrative texts : the role of embodied knowledge." University of Ballarat, 2007. http://archimedes.ballarat.edu.au:8080/vital/access/HandleResolver/1959.17/14631.
Повний текст джерелаMaster of Applied Science by research
Metaxas, Melinda. "Teachers' emotional intelligence as a predisposition for discrimiation against students with severe emotional and behavioural disorders." Thesis, Federation University Australia, 2018. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/165597.
Повний текст джерелаDoctor of Philosophy
Joy, Cody. "Meeting point : The physical and emotional environment." Thesis, Federation University Australia, 2015. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/99924.
Повний текст джерелаBachelor of Visual Arts (Honours)
Blomström, Richard, Emilia Lind, and Frida Persson. "Triggering Factors for Word-of-Mouth : A case ctudy of Tipp-Ex's viral marketing campaign." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, ESOL (Entrepreneurship, Strategy, Organization, Leadership), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18179.
Повний текст джерелаPalmer, Benjamin Robert. "An analysis of the relationships between various models and measures of emotional intelligence." Swinburne Research Bank, 2003. http://researchbank.swinburne.edu.au:8080/vital/access/manager/Repository/swin:7489.
Повний текст джерела[Submitted for the degree of Doctor of Philosophy], Centre for Neuropsychology, School of Biophysical Sciences and Electrical Engineering, Swinburne University of Technology, 2003. Typescript. Includes bibliographical references (p. 193-209).
Wojtaszek, Sylwia. "Positive attitude change to school - Narrative inquiry into adolescent students' lived experiences." Thesis, Federation University Australia, 2020. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/174716.
Повний текст джерелаDoctor of Philosophy
Chu, Denise A. "The enduring effects of early life stress on psychological health and neural indices of emotion processing in healthy adults and adults with Posttraumatic Stress Disorder." Thesis, The University of Sydney, 2017. http://hdl.handle.net/2123/18196.
Повний текст джерелаGomes, Ana Beatriz Antunes. "Bergson e a criação artística." Universidade do Estado do Rio de Janeiro, 2013. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=6337.
Повний текст джерелаBergson's aesthetics lies within a philosophy of nature, whose metaphysical principle is far from any determinism or chance as it refers to the irreversibility of time. Instead of an intellectual discipline that seeks the nature of beauty, it is rather defined by a vital conduct, a process of virtual differentiation towards the position of radical novelties, which may or may not culminate in artistic activity. Therefore, art is not a set of actual attributes or the practice of specific skills; its, on the other hand, a mode of action that interweaves the regimes of the virtual and the actual without allowing its existence to overlap its consistency. Its realization indeed relies in its own opening. If the impulse of life is what communicates spirit and matter, by inserting liberty into necessity, it follows that artistic activity is one of the ways in which the élan flows, alongside living beings and mystical expression. The individuation of a piece involves certain degrees of freedom and levels of consciousness that cannot be explained neither by the species nor by the individual because its intuitive contraction takes the duration of the artist to tones of vitality that are not psychological or subjective. Touched by a creative emotion, one goes from the perspective of the Open Whole to the placement of new worlds. The vehicle of action then merges with the action itself, creature with creator, so that the artistic body is pure overflowing vitality, when time regains consciousness of itself.
Arruda, Eliana. "Immigrant's subjective well-being and in origin acquired beliefs, attitudes and values: the analysis of counterfactual thinking as a reliable approach." Doctoral thesis, Universitat Pompeu Fabra, 2015. http://hdl.handle.net/10803/311972.
Повний текст джерелаEn els anys precedents, la literatura acadèmica sobre el benestar dels immigrants s’ha eixamplat més enllà de l’estudi dels factors econòmics tot incloent-hi elements psicològics. El benestar subjectiu i la satisfacció vital s’han constituït com noves categories d’anàlisi dins dels estudis sobre immigració. Aquest treball pretén entendre millor els processos d’adaptació dels immigrants mitjançant l’anàlisi del seu benestar subjectiu i la seva satisfacció vital, alhora que s’estudien les explicacions dels immigrants sobre com ells mateixos avaluen els elements psicològics adquirits en el seu lloc d’origen els quals han afavorit la seva integració en la societat d’acollida. L’abast del treball s’ha focalitzat en l’estudi de dones brasileres que van emigrar a Barcelona. Hem fet servir els contrafàctics per validar la hipòtesi inicial. Aquest procediment és vist com una aproximació innovadora a l’estudi de les relacions entre el benestar subjectiu i les experiències dels immigrants. L’anàlisi a través del pensament contrafàctic s’ha demostrat com un mètode profitós per avaluar les respostes dels immigrants quan se’ls ha preguntat sobre el seu benestar subjectiu i la seva satisfacció vital.
LIU, Hsiu wen, and 劉秀雯. "Products going viral on the Internet: Discovering online expressions and emotions across social media sites." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/g4cjbk.
Повний текст джерела元智大學
資訊管理學系
106
In recent years, with the popularity of smart phones and the opening of 4G, the number of Internet users has been rapidly accumulating growth. With the rise of the virtual community platform, from the earliest contact with the PTT, to the recent rise of Facebook, and in Instagram share photos and videos. People have been accustomed to sharing their life, shopping experience, food discovery and so on in the virtual Community platform anytime and anywhere, also customary to search for novel information on the social platform and then forward the sharing. These behaviors allow product messages to spread and spread quickly across different social platforms in different forms, while creating heated discussions. How does the same commodity spread and diffuses in different social platforms? What kind of people and what messages are diffused and what is the emotions of the words being transmitted? Using content analysis to analyze the process of rapid diffusion and popular of these products. This study found that products from packaging design, exposure to the pipeline, must use the right community platform and ethnic groups, all the earlier participation in the discussion of the users become the communicator of internet meme, is no longer a model of opinion leader communication. And found, that people discuss the topic of the product in the social platforms and the word emotion used, which has a key influence on the proliferation of products go viral.
Martins, Mariana Vieira Alvares. "Going viral : how does viral online video content and specific features influence attitudes toward the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/12957.
Повний текст джерелаRegarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.
Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral.
McDonough, Sharon. "Behind the masks: a study of teachers' work, emotions and school change." Thesis, 2011. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/40677.
Повний текст джерелаDoctor of Philosophy
Steventon, Robert N. "An investigation into explanations of some boys' academic and social-emotional 'underachievement'." 2008. http://arrow.unisa.edu.au/vital/access/manager/Repository/unisa:36666.
Повний текст джерелаQuach, Jenny, and Frida Stenbäck. "Social mediestrategi för en mobil restaurang." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-27464.
Повний текст джерелаSyfte – Syftet med arbetet är att ta reda på hur man skapar en strategi för marknadsföring på sociala medier med avsikten att öka följarantalet och exponering av en mobil restaurang på utvalda plattformar. Till detta kommer två olika kampanjer att utformas för att mäta och jämföra effekten mellan dem. Metod – För att besvara frågeställningarna har vi genomfört två jämförande studier samt en enkätundersökning. En jämförande studie av tidigare virala succéer för att hitta gemensamma faktorer för deras framgång samt en av ett antal utvalda variabler på uppdragsgivarens profiler på sociala medier gentemot deras konkurrenter. Enkätundersökningen har genomförts för att få en uppfattning om vilken av plattformar, Facebook eller Instagram, som bidrog mest till att användarna kom till restaurangen. Resultat – Arbetet resulterade i en strategi för sociala medier för arbetets uppdragsgivare samt två kampanjer i form av video. En social mediestrategi är i behov av flera väsentliga komponenter och dess framgång är beroende av ständig optimering eftersom sociala medier ständigt förändras. Resultatet kring de två kampanjerna visade att känslor spelade en stor roll för kampanjernas inverkan på människor. Det finns även egenskaper som kan leda till större möjligheter till att kampanjer sprids på sociala medier. Det som dock inte fick glömmas var att en tydlig varumärkeslänk är avgörande för om kampanjen kan ses som framgångsrik för det specifika företaget. Implikationer – De följder vi kunde arbetet bör ha lett till talar för att uppdragsgivarens sociala medier stod inför fortsatt stadig tillväxt när det gäller följare och engagemang förutsatt att de följt arbetets resultat. Begränsningar – Den största begränsningen arbetet har påverkats av är tiden. Undersökningarnas resultat anser vi hade kunnat förfinas om deras omfattning hade förstorats. Det hade även varit intressant att implementera strategin och bedöma dess resultat samt optimera den utefter det. Ännu en begränsning var att vi inte fick fullständig kontroll av uppdragsgivarens sociala medier vilket medförde att uppdragsgivaren publicerade egna inlägg. Det orsakade även att