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5. Data Analysis In this chapter the data from chapter four will be analysed. The data connected to the research questions will be analysed and compared to the frame of reference and the marketing model from chapter two, since a within case analysis has been used. This analyse creates the basis for the conclusions that will be presented in the following chapter. It will begin with the data connected to research question one and the same with research question two. The data is based on a within case analysis, Miles & Huberman (1994) describes the process of analysing data in three steps: w Data reduction w Data display w Drawing conclusions To be able to analyse the collected data, the data had to be reduced and that was done by comparing it to the frame of reference. After that, the data were categorized and displayed in two different tables, one for research question one and another table for research question two. After that, conclusions could be drawn and these will be presented in the following two sections. 5.1 RQ1: Spreading of the brand The first research question tries to understand how pictures on Instagram affect the spreading of a brand. From the frame of reference the marketing model was created which was tested on Tegelbruketdesign’s Instagram. The marketing model broke down to seven aspects of pictures, which are shown in the table 7 on the next side. They are shown together with the answers from the interviews of two instagrammers X and Ellinor and the interview of digital PR and social media strategist Sarah. In this way, it is shown whether previous research within the field corresponds to this study or not. 42PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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