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Influencer marketing och köpintention på Instagram: En studie om hur konsumenters köpintention påverkas av influencer marketing
University West, School of Business, Economics and IT, Division of Media and Design.
University West, School of Business, Economics and IT, Division of Media and Design.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Influencer marketing and purchase intention on Instagram : A study on how consumers' purchase intention can be affected by influencer marketing (English)
Abstract [en]

The presented bachelor thesis investigates which aspects of influencer marketing may affect the purchase intentions of women in the ages between 18-30 years. The study was conducted by interviews and questionnaires with a focus of attention on consumer shopping habits and Instagram usage. To analyse the collected data, we have applied relevant theories from the research fields of marketing, semiotics and cognition. This formed the theoretical basis when studying respondents answers and allowed identifying the factors that could affect their purchase intentions.

The results showed that there was one factor that acted as a direct stimulant of the purchase intention, while four other factors had an indirect effect. The salient aspect was shown to be "consumer attitude" which marked itself as a dominant factor throughout the whole evaluation process. The other aspects of "source credibility", "source attractiveness", "product match-up" and "meaning transfer" where shown to have a combined impact on the purchase intentions, although no individual parameter could be shown as directly influential on its own. The study also revealed that the metric "meaning transfer" contained several underlying variables. These variables were shown to be linked to both cognition and semiotics as the image composition was able to stimulate the consumer attitude which was the dominant factor relating to purchase intention.

Abstract [sv]

Följande uppsats undersöker vilka aspekter av influencer marketing som kan påverka köpintention för kvinnor mellan 18–30 år. För att besvara frågan genomfördes intervjuer och enkätundersökningar, med fokus på konsumenters shoppingvana och Instagram-användning. För att tolka den insamlade empirin har vi vänt oss till relaterad forskning och teorier som berör marknadsföring, semiotik och kognition. Utifrån dessa teorier har respondenternas svar granskats, för att hitta eventuella faktorer som kan påverka deras köpintention.

Resultatet visar att det fanns en aspekt som direkt stimulerade köpintentionen, medan fyra andra påverkade indirekt. Den primära aspekten "consumer attitude" visade sig vara en relevant och genomgående del under hela utvärderingsprocessen. "Source credibility", "source attractiveness", "product match up" och "meaning transfer" är i sin helhet relevant, dock kunde ingen av dessa fyra konstruktioner på egen hand ledas direkt till köpintentionen. Utifrån studien framkom det att "meaning transfer" hade flera nivåer. Dessa nivåer kunde kopplas till både kognition och semiotik, då bildkompositionen kunde stimulera konsumenternas attityd som är den huvudsakliga faktorn som påverkar köpintentionen.

Place, publisher, year, edition, pages
2019. , p. 43
Keywords [en]
Instagram, influencer marketing, influencer, purchase intention, marketing, EWOM
Keywords [sv]
Instagram, influencer marketing, influencer, köpintention, marknadsföring, EWOM
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hv:diva-14410Local ID: EXC509OAI: oai:DiVA.org:hv-14410DiVA, id: diva2:1350943
Subject / course
Media informatics
Educational program
Digitala media
Supervisors
Examiners
Available from: 2019-09-30 Created: 2019-09-12 Last updated: 2019-09-30Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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