Den negativa påverkan av stereotyp influencer marketing

Sammanfattning: The aim of this paper is to investigate and compare the effects of more, versus less, stereotyped influencer and company advertising through Instagram. The method used was a quantitative experimental study. According to the result, female followers of an influencer take gender stereotypes into account when evaluating influencer marketing as well as that of companies. More specifically, they presume that other women will be more negatively affected by more, compared to less, stereotyped influencer marketing. Furthermore, stereotyped influencer marketing will make followers experience aroused opposition towards this kind of advertising. Hence, more stereotyped influencer marketing will reduce advertising and brand attitudes. This study also indicates that, in comparison to stereotype company advertising, the negative effects of stereotype influencer marketing is slightly diminished. However, since stereotype influencer marketing does generate lower ad and brand attitude, the study suggests that companies should avoid the use of it.