Sociala mediers påverkan på konsumentbeteende : En studie om digitala strategier på Facebook och Instagram

Sammanfattning: The majority of people today use social media, which is why many companies use influencers as a tool to reach costumers. The purpose of this study is to gain an in-depth insight into how digital platforms influence consumer behavior and if the influence effects the consumer’s purchasing process. This study will also investigate how consumers handle and use information given to them on social media. This thesis focuses on two social media platforms, Facebook and Instagram, and uses qualitative and quantitative research methods in the form of online survey questions and semi-structured interviews. Through these methods we have concluded that social media and influencers have had an effect on consumers in both positive and negative ways. This study uses the theories and methods following: AIDA model, Consumer behavior, Social Learning theory, The Consumer Proposition Acquisition Process, and Word of mouth. The majority of people are influenced by social media and influencers and this marketing strategy have been a component of brand awareness and a tool for easily accessible information in a fast and flexible way. The study has concluded that social media as well as digital marketing strategies have an impact on consumer behavior by benefiting their purchasing process.