Influerad av influencers : En kvalitativ studie om unga kvinnors syn på influencers kommunikation på sociala medieplattformar med fokus på impulsköp och miljöaspekter

Sammanfattning: This thesis analyzes how young female students aged 20–25 perceive influencer marketing communication on social media and its correlation with their impulsive purchases within the fast fashion industry. The study involves eight interviews to gain an understanding of these consumers' behavior during impulse purchases. Furthermore, it explores the marketing communication of influencers and the environmental awareness of the respondents. Previous research reveals a paradox between heightened environmental consciousness and increased consumption of fast fashion. Influencers, as influential actors in marketing communication, impact consumer behavior through authentic interactions and reviews, fostering an environment conducive to impulse buying, especially with time-limited offers and discounts. Despite the digital era's promotion of impulse buying, previous studies reveal a lack of detailed research on impulse purchases driven by influencers' marketing communication within the fast fashion realm.  The results suggest that influencers play a central role in creating emotional connections that drive impulsive purchases. Despite respondents' general awareness of the industry's adverse environmental impact, sustainability aspects are seldom prioritized in impulse purchases based on influencers' communication. The conclusion is that influencers' marketing communication significantly impacts impulsive purchases among young female students, but sustainability is not emphasized enough to raise environmental awareness. There's potential for influencers to promote sustainability within fast fashion by integrating these aspects into their communication, fostering positive changes in consumers' impulse buying behavior.