{"id":{"repo_id":"holar","oai_identifier":"oai:skemman.is:1946/47789"},"canonical_url":"https://search.dev.ndltd.org/etd/holar/oai:skemman.is:1946/47789","repository":{"repo_id":"holar","name":"Hólar University College","base_url":"https://skemman.is/oai/request"},"display":{"title":"Evaluating survey on the usage of social media in the Icelandic horse industry","abstract":"Social media is an omnipresent part of today‘s life, inﬂuencing communication, interactions, opinions and business behaviour among users worldwide. This study seeks to examine the role of social media within the Icelandic horses niche community, investigating its impact on perceptions, behaviors, and buying decisions within this target group. Quantitative data on the subject was collected using a web-based survey, 603 partici- pants responses were collected and statistically analyzed. The sample was found to be predominantly female with most respondents being German or Icelandic. Findings suggest a high social media usage frequency, with Facebook and Instagram being the most popular platforms within the community. There was found to be a great desire for credible educational information regarding the Icelandic horse on social media. Particularly among frequent, female and younger users, social media was found to have an impact on individuals’ self- impression and behaviour, online as well as in real life settings with Icelandic horses. Social media appeared to frequently be utilized for business related purposes and networking, signiﬁcantly inﬂuencing consumer behaviour and sales patterns within the Icelandic horse industry. The results of this work can serve to deepen understanding of social media usage within the Icelandic horse industry, to evaluate a target audience and mea- ningful product placement on social media in connection with information, products, and service offerings, as well as Icelandic horses for sale. Future research could focus on further deepening the understanding of usage patterns in order to create a positive and informative online environment for Icelandic horse related content, highlighting horse welfare and authenticity. Keywords: Social media, Icelandic horses, Equestrian industry, Social niche marketing, Digital inﬂuence.","abstract_html":"Social media is an omnipresent part of today‘s life, inﬂuencing communication, interactions, opinions and business behaviour among users worldwide. This study seeks to examine the role of social media within the Icelandic horses niche community, investigating its impact on perceptions, behaviors, and buying decisions within this target group. Quantitative data on the subject was collected using a web-based survey, 603 partici- pants responses were collected and statistically analyzed. The sample was found to be predominantly female with most respondents being German or Icelandic. Findings suggest a high social media usage frequency, with Facebook and Instagram being the most popular platforms within the community. There was found to be a great desire for credible educational information regarding the Icelandic horse on social media. Particularly among frequent, female and younger users, social media was found to have an impact on individuals’ self- impression and behaviour, online as well as in real life settings with Icelandic horses. Social media appeared to frequently be utilized for business related purposes and networking, signiﬁcantly inﬂuencing consumer behaviour and sales patterns within the Icelandic horse industry. The results of this work can serve to deepen understanding of social media usage within the Icelandic horse industry, to evaluate a target audience and mea- ningful product placement on social media in connection with information, products, and service offerings, as well as Icelandic horses for sale. Future research could focus on further deepening the understanding of usage patterns in order to create a positive and informative online environment for Icelandic horse related content, highlighting horse welfare and authenticity. Keywords: Social media, Icelandic horses, Equestrian industry, Social niche marketing, Digital inﬂuence.","abstract_has_math":false,"creators":["Katharina Teresa Kujawa 1996-"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":["Háskólinn á Hólum"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-06-18T08:45:02Z","date_published":"2024-06-18T08:45:02Z","updated_at":"2026-07-27T19:57:31Z","subjects":["Hestafræði","Samfélagsmiðlar","Íslenski hesturinn","Hestaíþróttir","Markaðssetning","Equine science","Social media","Icelandic horses","Digital influence","Social niche marketing"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/1946/47789","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Háskólinn á Hólum"]},{"key":"dc:creator","label":"Author","values":["Katharina Teresa Kujawa 1996-"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2024-06-18T08:45:02Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2024-06-18T08:45:02Z"]},{"key":"dc:date.issued","label":"Date","values":["2024-06-18T08:45:02Z"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Hestafræði","Samfélagsmiðlar","Íslenski hesturinn","Hestaíþróttir","Markaðssetning","Equine science","Social media","Icelandic horses","Digital influence","Social niche marketing"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/1946/47789"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Social media is an omnipresent part of today‘s life, inﬂuencing communication, interactions, opinions and business behaviour among users worldwide. This study seeks to examine the role of social media within the Icelandic horses niche community, investigating its impact on perceptions, behaviors, and buying decisions within this target group. Quantitative data on the subject was collected using a web-based survey, 603 partici- pants responses were collected and statistically analyzed. The sample was found to be predominantly female with most respondents being German or Icelandic. Findings suggest a high social media usage frequency, with Facebook and Instagram being the most popular platforms within the community. There was found to be a great desire for credible educational information regarding the Icelandic horse on social media. Particularly among frequent, female and younger users, social media was found to have an impact on individuals’ self- impression and behaviour, online as well as in real life settings with Icelandic horses. Social media appeared to frequently be utilized for business related purposes and networking, signiﬁcantly inﬂuencing consumer behaviour and sales patterns within the Icelandic horse industry. The results of this work can serve to deepen understanding of social media usage within the Icelandic horse industry, to evaluate a target audience and mea- ningful product placement on social media in connection with information, products, and service offerings, as well as Icelandic horses for sale. Future research could focus on further deepening the understanding of usage patterns in order to create a positive and informative online environment for Icelandic horse related content, highlighting horse welfare and authenticity. Keywords: Social media, Icelandic horses, Equestrian industry, Social niche marketing, Digital inﬂuence.","Samfélagsmiðlar eru allsráðandi í daglegu líﬁ mannsins, hafa áhrif á samskipti, skoðanir og viðskiptahegðun notenda um allan heim. Í þessari rannsókn er leitast við að kanna hlutverk samfélagsmiðla innan sérsamfélagi íslenska hestsins, skoða áhrif þeirra á skynjun, hegðun og kaupákvarðanir innan þess markhóps. Megindle- gum gögnum um efnið var safnað með vefkönnun, svörum 603 þátttakenda var safnað og tölfræðilega greind. Úrtakið reyndist að mestu leyti vera konur og ﬂestir svarendur voru þýskir eða íslenskir. Niðurstöður benda til mikillar notkunar samfélagsmiðla, þar sem Facebook og Instagram eru vinsælustu vettvangarnir innan samfélagsins. Mikill þörf reyndist eftir trúverðugum upplýsingum um íslenska hestinn á samfélagsmiðlu- num. Sérstaklega á meðal kvenkyns og yngri notenda, reyndust samfélagsmiðlar hafa áhrif á sjálfsmynd og hegðun einstaklinga á netinu sem og í raunveruleikanum. Þar að auki virðast samfélagsmiðlar vera oft notaðir í viðskiptatengdum tilgangi og tengslamyndun, sem hefur veruleg áhrif á hegðun neytenda og sölumynstur innan íslenska hestaheimsins. Niðurstöður þessarar vinnu geta orðið til þess að dýpka skilning á notkun samfé- lagsmiðla innan íslenska hestaheimsins til að meta markhóp og innihaldsríkar auglýsingar á samfélagsmiðlum í tengslum við upplýsingar, vörur og þjónustuframboð, sem og íslenska hesta til sölu. Framtíðarrannsóknir gætu einbeitt sér að því að dýpka enn frekar skilning á notkunarmynstri til að skapa jákvætt og upplýsandi netumhverﬁ fyrir íslenskt heststengt efni, með áherslu á velferð og áreiðanleika. Lykilorð: Samfélagsmiðlar, Íslenski hesturinn, Hestaíþróttaiðnaður, Markaðsskimi markaðssetning á samfélagsmiðlum, Stafræn áhrif."]},{"key":"dc:title","label":"Title","values":["Evaluating survey on the usage of social media in the Icelandic horse industry"]}]}],"canonical_facts":{"dc:contributor":["Háskólinn á Hólum"],"dc:creator":["Katharina Teresa Kujawa 1996-"],"dc:date.accessioned":["2024-06-18T08:45:02Z"],"dc:date.available":["2024-06-18T08:45:02Z"],"dc:date.issued":["2024-06-18T08:45:02Z"],"dc:description.abstract":["Social media is an omnipresent part of today‘s life, inﬂuencing communication, interactions, opinions and business behaviour among users worldwide. This study seeks to examine the role of social media within the Icelandic horses niche community, investigating its impact on perceptions, behaviors, and buying decisions within this target group. Quantitative data on the subject was collected using a web-based survey, 603 partici- pants responses were collected and statistically analyzed. The sample was found to be predominantly female with most respondents being German or Icelandic. Findings suggest a high social media usage frequency, with Facebook and Instagram being the most popular platforms within the community. There was found to be a great desire for credible educational information regarding the Icelandic horse on social media. Particularly among frequent, female and younger users, social media was found to have an impact on individuals’ self- impression and behaviour, online as well as in real life settings with Icelandic horses. Social media appeared to frequently be utilized for business related purposes and networking, signiﬁcantly inﬂuencing consumer behaviour and sales patterns within the Icelandic horse industry. The results of this work can serve to deepen understanding of social media usage within the Icelandic horse industry, to evaluate a target audience and mea- ningful product placement on social media in connection with information, products, and service offerings, as well as Icelandic horses for sale. Future research could focus on further deepening the understanding of usage patterns in order to create a positive and informative online environment for Icelandic horse related content, highlighting horse welfare and authenticity. Keywords: Social media, Icelandic horses, Equestrian industry, Social niche marketing, Digital inﬂuence.","Samfélagsmiðlar eru allsráðandi í daglegu líﬁ mannsins, hafa áhrif á samskipti, skoðanir og viðskiptahegðun notenda um allan heim. Í þessari rannsókn er leitast við að kanna hlutverk samfélagsmiðla innan sérsamfélagi íslenska hestsins, skoða áhrif þeirra á skynjun, hegðun og kaupákvarðanir innan þess markhóps. Megindle- gum gögnum um efnið var safnað með vefkönnun, svörum 603 þátttakenda var safnað og tölfræðilega greind. Úrtakið reyndist að mestu leyti vera konur og ﬂestir svarendur voru þýskir eða íslenskir. Niðurstöður benda til mikillar notkunar samfélagsmiðla, þar sem Facebook og Instagram eru vinsælustu vettvangarnir innan samfélagsins. Mikill þörf reyndist eftir trúverðugum upplýsingum um íslenska hestinn á samfélagsmiðlu- num. Sérstaklega á meðal kvenkyns og yngri notenda, reyndust samfélagsmiðlar hafa áhrif á sjálfsmynd og hegðun einstaklinga á netinu sem og í raunveruleikanum. Þar að auki virðast samfélagsmiðlar vera oft notaðir í viðskiptatengdum tilgangi og tengslamyndun, sem hefur veruleg áhrif á hegðun neytenda og sölumynstur innan íslenska hestaheimsins. Niðurstöður þessarar vinnu geta orðið til þess að dýpka skilning á notkun samfé- lagsmiðla innan íslenska hestaheimsins til að meta markhóp og innihaldsríkar auglýsingar á samfélagsmiðlum í tengslum við upplýsingar, vörur og þjónustuframboð, sem og íslenska hesta til sölu. Framtíðarrannsóknir gætu einbeitt sér að því að dýpka enn frekar skilning á notkunarmynstri til að skapa jákvætt og upplýsandi netumhverﬁ fyrir íslenskt heststengt efni, með áherslu á velferð og áreiðanleika. Lykilorð: Samfélagsmiðlar, Íslenski hesturinn, Hestaíþróttaiðnaður, Markaðsskimi markaðssetning á samfélagsmiðlum, Stafræn áhrif."],"dc:identifier.uri":["http://hdl.handle.net/1946/47789"],"dc:language.iso":["en"],"dc:subject":["Hestafræði","Samfélagsmiðlar","Íslenski hesturinn","Hestaíþróttir","Markaðssetning","Equine science","Social media","Icelandic horses","Digital influence","Social niche marketing"],"dc:title":["Evaluating survey on the usage of social media in the Icelandic horse industry"],"dc:type":["Thesis"]},"updated_at":"2026-07-27T19:57:31Z"}