#unfollow on Instagram – Factors that have an impact on the decision to unfollow public figures

Werning, Carolin; Oßwald, Liv Tasja

#unfollow on Instagram – Factors that have an impact on the decision to unfollow public figures

dc.contributor.author	Werning, Carolin	de
dc.contributor.author	Oßwald, Liv Tasja	de
dc.date.accessioned	2024-04-08T08:59:31Z
dc.date.available	2024-04-08T08:59:31Z
dc.date.created	2020-09-10
dc.date.issued	2020
dc.description.abstract	The social media platform Instagram allows users to subscribe to various people from their immediate circle of acquaintances or to follow public figures. Recent research has identified reasons concerning the discontinuance of social media use and the unfollowing behaviour on certain social media platforms. However, little is known about the unfollowing behaviour on Instagram and what causes users to unfollow public figures in particular. This study was the first trying to find out what factors influence users between the ages of 20 and 29 years of age to unfollow public figures. To this end, a total of nine qualitative guideline interviews were conducted with users recruited via Instagram. The interviews were analysed by means of an summary qualitative content analysis. Thereby, a total of eleven factors could be identified. The first factor relates to the negative feelings that arise when the content is received. The second and third factors relate to the public figure: behaviour and communication. The fourth, fifth and sixth factors relate to the frequency of posts, stories and the same content. The seventh, eighth, ninth, tenth and eleventh factors relate to content, but in different aspects: advertising, design, lack of identification, unfulfilled expectations and changes.	en
dc.description.abstract	The social media platform Instagram allows users to subscribe to various people from their immediate circle of acquaintances or to follow public figures. Recent research has identified reasons concerning the discontinuance of social media use and the unfollowing behaviour on certain social media platforms. However, little is known about the unfollowing behaviour on Instagram and what causes users to unfollow public figures in particular. This study was the first trying to find out what factors influence users between the ages of 20 and 29 years of age to unfollow public figures. To this end, a total of nine qualitative guideline interviews were conducted with users recruited via Instagram. The interviews were analysed by means of an summary qualitative content analysis. Thereby, a total of eleven factors could be identified. The first factor relates to the negative feelings that arise when the content is received. The second and third factors relate to the public figure: behaviour and communication. The fourth, fifth and sixth factors relate to the frequency of posts, stories and the same content. The seventh, eighth, ninth, tenth and eleventh factors relate to content, but in different aspects: advertising, design, lack of identification, unfulfilled expectations and changes.	de
dc.identifier.swb	1729830420
dc.identifier.uri	https://hohpublica.uni-hohenheim.de/handle/123456789/6531
dc.identifier.urn	urn:nbn:de:bsz:100-opus-17968
dc.language.iso	eng
dc.rights.license	cc_by-nc-nd	en
dc.rights.license	cc_by-nc-nd	de
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/3.0/de/
dc.subject	Instagram	en
dc.subject	Unfollow	en
dc.subject	Public figures	en
dc.subject	Factors	en
dc.subject	Qualitative	en
dc.subject	Entfolgen	de
dc.subject	Personen des öffentlichen Lebens	de
dc.subject	Faktoren	de
dc.subject	Qualitativ	de
dc.subject.ddc	300
dc.title	#unfollow on Instagram – Factors that have an impact on the decision to unfollow public figures	de
dc.type.dcmi	Text	de
dc.type.dini	WorkingPaper	de
local.access	uneingeschränkter Zugriff	en
local.access	uneingeschränkter Zugriff	de
local.bibliographicCitation.publisherPlace	Universität Hohenheim	de
local.export.bibtex	@techreport{Werning2020, url = {https://hohpublica.uni-hohenheim.de/handle/123456789/6531}, author = {Werning, Carolin and Oßwald, Liv Tasja}, title = {#unfollow on Instagram – Factors that have an impact on the decision to unfollow public figures}, year = {2020}, school = {Universität Hohenheim}, }
local.export.bibtexAuthor	Werning, Carolin and Oßwald, Liv Tasja
local.export.bibtexKey	Werning2020
local.export.bibtexType	@techreport
local.faculty.number	3	de
local.institute.number	540	de
local.opus.number	1796
local.university	Universität Hohenheim	de
local.university.faculty	Faculty of Business, Economics and Social Sciences	en
local.university.faculty	Fakultät Wirtschafts- und Sozialwissenschaften	de
local.university.institute	Institute for Social Sciences	en
local.university.institute	Institut für Kommunikationswissenschaft	de

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