Why women use Instagram and how they experience the custom content : A qualitative study on user expe-rience on Instagram

The purpose of this thesis is to gain knowledge about why young women in Sweden use Instagram, and how they feel when Instagram presents categories based on their interests and interactions. The thesis is based on previous research about the purpose of use, the behavior of algorithms, the adjustment of categories by relevance and the user experience. When combining previous research and the results gathered from several interviews with women between 18 - 30 years old who use Instagram, greater knowledge about the subject can be developed. The interviews gathered information about the interviewees' purpose of use and the user experience of Instagram's relevance adjusted categories. The results showed that women use Instagram to keep themselves updated about friends and family, get motivated in different sports activities and to compare themselves with other users. Although the content of the categories doesn’t always match the users’ desired content, the experience is generally positive. The possibilities with the function outweigh the concerned feelings that many of the users experienced with the categories