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A study on how social media and micro-celebrities affect consumers purchasing decision process: A research based on the usage of Facebook and Instagram
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to gain a broader and deeper understanding on how social media and micro-celebrities affect consumers purchasing decision process. While the usage of social media and micro-celebrities are substantially increasing, it has become clear that they in some form of way are affecting consumers purchasing decision. Therefore, we wanted to conduct a study which seeks to gain a broader perspective on how consumers are affected by this. To fulfil our purpose, we looked to answer the following research question: How does social media and micro-celebrities affect consumers purchasing decision process? In our theoretical frame of reference, we presented information concerning the usage of social media and the two social networking sites which the research is based off, thus being Facebook and Instagram. In addition, and most importantly, a model showcasing the purchasing decision process was presented in accordance with the usage of social media and micro-celebrities. During this part, we discussed the five stages in the purchasing decision process and complemented it by constructing our own theoretical model which was based on the components from the original model and some theoretical references. To achieve the necessary data and to fulfil our purpose of gaining a deeper and broader understanding of the chosen topic, a qualitative study was conducted. The data was collected through semi-structured interviews with users of Facebook and Instagram. Due to the current world pandemic, COVID19, the interviews took place using digital communication tools. Moreover, our empirical evidence showcases the information we gained from our 12 study participants and was complemented by quotes and citations. In the analysis chapter, the empirical evidence was placed into perspective through the context of our theoretical frame of references, highlighting both similarities and differences. Based on our findings, the study came to the conclusion that social media and micro-celebrities affect consumers purchasing decision process in several ways and has the ability to push consumers into making purchases they never intended to do. In all, social media and micro-celebrities seemed to be very relatable to all the stages showcased in the purchasing decision process and affected them in different ways.

Place, publisher, year, edition, pages
2020. , p. 64
Keywords [en]
Social media, Micro-celebrities, Consumer, Consumer purchasing decision process, Facebook, Instagram
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-15510Local ID: EXC518OAI: oai:DiVA.org:hv-15510DiVA, id: diva2:1455077
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2020-07-23 Created: 2020-07-22 Last updated: 2020-07-23Bibliographically 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
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  • nn-NO
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More languages
Output format
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