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Effekterna av influencer marketing på konsumenter: En studie med fokus på källkritik på sociala medier
University West, School of Business, Economics and IT, Division of Media and Design.
2020 (Swedish)Independent thesis Basic level (university diploma), 5 credits / 7,5 HE creditsStudent thesisAlternative title
The effects of influencer marketing on consumers (English)
Abstract [sv]

Syftet med studien var att undersöka hur influencer marketing påverkar konsumenter och studien utgick allra främst från teorin om parasociala relationer. Genom att använda sig av en kvalitativ metod bestående av intervjuer visade resultaten av studien på stor skepsis mot influencer marketing och att samtliga deltagare i studien ansåg att det bidrar till överkonsumtion och konsumtionshets. Slutsatserna av studien blev att influencermarketing påverkar konsumenter mer negativt än positivt och att det är ett område somär svårt att navigera för konsumenter vad gäller trovärdighet.

Abstract [en]

Based on parasocial relationships, the purpose of this study was to investigate the effect of influencer marketing on consumers. It uses a qualitative method consisting of interviews. All of the participants felt that influencer marketing promotes overconsumption, and their feelings overall indicate skepticism towards it. The conclusion is that the negative effects of influencer marketing outweigh the positive, and that consumers find it difficult to discern the credibility of marketers.

Place, publisher, year, edition, pages
2020. , p. 27
Keywords [en]
Influencer marketing, sponsoring, parasocial relationships, social media
Keywords [sv]
Influenser marknadsföring, sponsring, parasociala relationer, sociala medier
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hv:diva-15673Local ID: EXB340OAI: oai:DiVA.org:hv-15673DiVA, id: diva2:1456012
Subject / course
Informatics
Educational program
Webmaster
Supervisors
Examiners
Available from: 2020-08-18 Created: 2020-07-30 Last updated: 2020-08-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf