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To do this documentation with Tegelbruketdesign we had access to the instagram account for ten weeks where we continuously uploaded material and tested the different activities. This was because we wanted to see if the result would differ from the interviews. We tested different types – customer-centric photos, product- centric photos and contest photos –to understand which type gave the most likes. We exanimated the density of pictures, the most optimal time to post and most liked pictures. 3.5 Sample selection Due to limited resources and short time frame, it is often necessary to use non- probability sampling within the population as data is collected (Saunders et al, 2012) We decided that we wanted to interview persons with large and private interior Instagrammers. With the help of Tegelbruketdesign ́s connections two good candidates were contacted. Sarah Larsson Bernhardt who works as Digital PR & Social Media Strategist at Knowit, was also inteviewd (guide in appendix). The sample selection was therefor based on convenient. 3.6 Data analysis According to Miles & Huberman (1994) qualitative data is analysed through three steps: w Data reduction: First step is to select, focus, shorten and organize the data to make it possible to draw conclusions. w Data display: Second step, after the reduction, is to organize and in a neat way present the data so further conclusions can be drawn. w Data display: third and last step is when the researchers determine patterns, explanations and occurrences. A case analysis is done to reduce data. The data and our research questions are analysed and compared to existing theories, which means that the thesis have a deductive approach. The data was analysed to see if we could see any relation or pattern to match the conceptual framework and our marketing model. 25PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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