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"Det var inte tydligt att det var ett samarbete.": En kvalitativ studie om konsumentens upplevelse av annonsmärkning på Youtube
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.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"It was not clear that it was a collaboration." : A qualitative study on the consumer's experience of ad declarations on Youtube (English)
Abstract [sv]

Syftet med studien är att bidra med ökad kunskap om konsumenters uppfattning av märkta samarbeten. En kvalitativ forskningsmetod genomförs där respondenterna får ta del av tre exempelvideor med en fiktiv influencer som praktiserar olika former av deklarationer. Tio semistrukturerade intervjuer genomförs med fältanteckningar som stöd för att få en djupare förståelse av respondenternas uppfattning av materialet. Studien bidrar med kunskap kring muntliga och grafiska deklarationer inom influencer marketing på Youtube. Studiens resultat indikerar att högre transparens bör praktiseras för att ge konsumenter en mer positiv syn på influencern och varumärket som marknadsförs. Med resultatet som grund utformades en lista med rekommendationer för hur influencers kan deklarera samarbeten för att på ett effektivt sätt undvika manipulation och missförstånd hos konsumenterna.

Abstract [en]

The purpose of our research is to contribute with increased knowledge of consumers' perceptions of sponsored collaborations and their declarations. A qualitative research method is implemented in which respondents get to see three example videos with a fictional influencer practicing different forms of declaration. Ten semi-structured interviews were conducted with supporting field notes to reach a deeper understanding of respondents' perceptions of the material. The study's results indicate that higher transparency should be practiced giving consumers a more positive view of the influencer and the brand being marketed. With the result as a basis, a list of declaration recommendations was formulated in order to effectively avoid consumer manipulation and misunderstanding.

Place, publisher, year, edition, pages
2020. , p. 62
Keywords [en]
Influencer marketing, native advertising, declaration, sponsorship transparency, persuasion knowledge, youtube
Keywords [sv]
Influencer marketing, native advertising, deklaration, sponsorship transparency, persuasion knowledge, youtube
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:hv:diva-15629Local ID: EXC509OAI: oai:DiVA.org:hv-15629DiVA, id: diva2:1455894
Subject / course
Media informatics
Educational program
Digitala media
Supervisors
Examiners
Available from: 2020-08-24 Created: 2020-07-29 Last updated: 2025-02-18Bibliographically approved

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CiteExportLink to record
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