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Sociala mediers påverkan på unga konsumenters konsumtion
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Social media's impact on young consumer’s consumption. (English)
Abstract [sv]

Det bakomliggande syftet med studien har varit att undersöka sociala mediers påverkan på unga konsumenters konsumtion. Med en vardag, där sociala medier fortsätter att ta plats i takt med en dynamisk teknisk utveckling, är ämnet essentiellt för att förstå sambandet mellan unga konsumenters konsumtion samt sociala medier. För att genomföra denna studie och undersöka syftet, gjordes flertalet intervjuer av unga människor. Detta för att skapa en god bild av hur de unga konsumenternas sociala medieanvändning påverkar deras konsumtion. För att kunna skapa så bra intervjuer som möjligt, gjordes förberedelser i form av en intervjuguide. Genom att använda en utvecklad analysmodell, som låg till grund för intervjuguiden, kunde intervjuerna genomföras. Vidare analyserades datamaterialet och jämfördes mot studiens referensram. Slutsatsen av arbetet visar att sociala medier har stor påverkan på de unga konsumenterna i olika avseenden. Sociala medier innebär inspiration, attitydförändringar samt att nya behov skapas och aktualiseras, vilket bidrar till förändringar i unga konsumenters konsumtion.

Abstract [en]

The main purpose with the study have been to research about social media’s impact on young consumer’s consumption. With a everyday life, where social media keeps taking place, followed with a dynamic technical development, this subject is essential to discuss in order to understand the correlation between young consumers consumption and social media. To fulfil this study and to examine the purpose, multiple interviews were done of young adults. This was done, in order to get a better picture of the young adult’s relation to consumption and social media. In order to create appropriate interview, preparations were done in form of an interview guide. By using a developed analysis model, which was the foundation for the interview guide, the interviews could be done. Further on the data was analyzed and compared to the study´s theoretical framework. The conclusion of the study was that social media has large impact on the young consumers in different ways. Social media means inspiration, attitudinal changes and the emergence of new needs, which contribute to changes in the consumption of young consumers.

Place, publisher, year, edition, pages
2018. , p. 46
Keywords [en]
Social media, elements, youth, consumption
Keywords [sv]
Sociala medier, elements, unga, konsumtion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-12618Local ID: EXC504OAI: oai:DiVA.org:hv-12618DiVA, id: diva2:1230230
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2018-07-05 Created: 2018-07-03 Last updated: 2018-07-05Bibliographically approved

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