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4.2 RQ1: Spreading of the Brand To be able to understand how brands are spreading and answer research question one, this section is divided into three areas; the interior accounts, Sara Larsson Bernhardt and statistics. Ellinor Klingblom was interviewed, she has a interior Instagram accounts with 2955 followers. We also interviewed another interior account with 22 600 followers – that would like to be anonymous and will be referred to as X. The second part is from the interview with Sarah Larsson Bernhardt who works as Digital PR & Social Media Strategist at Knowit. Lastly there is a section of Tegelbruketdesign’s statistics from quintly, iconsquare and their own website. Table 5 summarize the three interviews by name, amount of followers, workplace, place of interview and if it was recorded and how long time it took. Source: Made by Authors 4.2.1 Interview with interior Instagrammers This first part will present the data from the interview responses from the persons behind two big interior Instagram accounts. Each questions from the interview guide (shown as an appendix) has been answered and the data presentation will have the same structure as the interview guide. When the respondents were asked what they did to get more followers, Ellinor answered she showed interest for interior on her account, posted a lot of pictures in the beginning and started to follow other interior accounts. She got more followers when she participated in her first SFS (stands for shout-out-for-shout-out) were her picture was reposted on an account with many followers and she got 400 followers in an hour, which was the beginning. Person X states the importance of using hashtags, liking and commenting on other people’s interior pictures and following other interior accounts. Table 5 Presentation of Responders 28PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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