Background: Social media has become a crucial aspect of individuals lives and it has provided businesses with a unique opportunity to connect with their customers. Instagram has grown to become one of the most widely used social networking sites in the world and there is a diversity of motivations of why consumers choose to engage with brand-related content on social media. The diversity in motivations should be studied to gain comprehensive understanding of consumer engagement and with the growing diversity of the Swedish population a challenge is presented for marketers looking to connect with consumers from various cultural backgrounds.

Purpose: The purpose is to explore how people with diverse cultural backgrounds in Sweden experience their motivations for engagement with brand-related content on social media. 

Method: This thesis is of qualitative nature where nine semi-structured interviews were conducted with women in the age of 20-30 who engaged with brand-related content on Instagram. The research adopted phenomenology as its strategy and used thematic analysis to find the themes connected to the participants experiences.

Conclusion: The combined set of motivational factors for engaging with brand-related content, at various levels on Instagram, were the same for both cultural groups. However, the motivations which was experienced had both differences and similarities. It was concluded that some differences could be explained by the collectivistic and individualistic background of the participants, however, the differences were mainly based on the personality of the individual since differences were also indicated among participants within the same cultural group.