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

dc.contributor.authorWerning, Carolinde
dc.contributor.authorOßwald, Liv Tasjade
dc.date.accessioned2024-04-08T08:59:31Z
dc.date.available2024-04-08T08:59:31Z
dc.date.created2020-09-10
dc.date.issued2020
dc.description.abstractThe 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.abstractThe 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.swb1729830420
dc.identifier.urihttps://hohpublica.uni-hohenheim.de/handle/123456789/6531
dc.identifier.urnurn:nbn:de:bsz:100-opus-17968
dc.language.isoeng
dc.rights.licensecc_by-nc-nden
dc.rights.licensecc_by-nc-ndde
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/de/
dc.subjectInstagramen
dc.subjectUnfollowen
dc.subjectPublic figuresen
dc.subjectFactorsen
dc.subjectQualitativeen
dc.subjectEntfolgende
dc.subjectPersonen des öffentlichen Lebensde
dc.subjectFaktorende
dc.subjectQualitativde
dc.subject.ddc300
dc.title#unfollow on Instagram – Factors that have an impact on the decision to unfollow public figuresde
dc.type.dcmiTextde
dc.type.diniWorkingPaperde
local.accessuneingeschränkter Zugriffen
local.accessuneingeschränkter Zugriffde
local.bibliographicCitation.publisherPlaceUniversität Hohenheimde
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.bibtexAuthorWerning, Carolin and Oßwald, Liv Tasja
local.export.bibtexKeyWerning2020
local.export.bibtexType@techreport
local.faculty.number3de
local.institute.number540de
local.opus.number1796
local.universityUniversität Hohenheimde
local.university.facultyFaculty of Business, Economics and Social Sciencesen
local.university.facultyFakultät Wirtschafts- und Sozialwissenschaftende
local.university.instituteInstitute for Social Sciencesen
local.university.instituteInstitut für Kommunikationswissenschaftde

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