Social it in the case of Instagram.The

Social media has had and continues to have a substantial impact on our daily lives.

Organizations have realized about its potential and currently they are present in most of thepopular social network sites. There has not been any previous research on how organizationsuse Instagram and the effects that it provides. Therefore, this research studies the use ofInstagram in a particular organization. Furthermore, the purpose of the study is to explore theinfluence that participating in content creation of Instagram has for the employees.

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Nevertheless, there has been a few studies about the internal effects of social media inorganizations and it has been identified that social media improves employee engagement.This thesis aims to substantiate it in the case of Instagram.The study was conducted with the collaboration of an organization, whose name is keptanonymous throughout the study.

The research consists on qualitative analysis, precisely theGrounded Theory approach. The data collected was obtained from different methods. Firstly,a set of visual artifacts from the organization’s account were studied. Moreover, interviewswith social media managers were conducted and a questionnaire was sent to employees whoparticipated in the creation of the account content. From the data obtained, it was possible toconclude that Instagram can be used as a brand awareness tool.

Furthermore, the analysisshowed that participation is not enough to engage employees with the organization. Toaccomplish so, it is necessary to have strong and effective communication between managersand employees.