Influencers och konsumenters köpbeteende på TikTok : En kvantitativ och kvalitativ undersökning på köpbeteenden hos konsumenter

Sammanfattning: As the development of digitization becomes more extensive and integrated into our daily lives, it shapes people around the world. This influence extends to how we create value, communicate, and consume. Today, a large portion of the Swedish population uses social media for various reasons, albeit with a lack of awareness of its impact on the individual's subconscious. The motivation for this study was to examine how influencers on TikTok influence consumer behavior in Stockholm.  By employing a mixed-method approach, integrating both qualitative and quantitative research methods, the study aims to achieve a thorough and comprehensive understanding of the subject. To gain in-depth insights, a survey and semi-structured interviews have been conducted. Based on the chosen research approaches in the study, it is possible to identify how influencers on TikTok affect and capture the interest of consumers while allowing the quantification and generalization of certain aspects.  The empirical results of the study also reveal differences in how micro- and macro-influencers impact their followers. While micro-influencers tend to create stronger and more personal relationships with their followers, macro-influencers have a broader reach but a less personal connection. However, both types of influencers have a significant impact on consumer purchasing decisions, but in different ways. Three central concepts consistently emerged during the study: trust, reliability, and authenticity. These concepts have proven to be crucial factors in consumers' attitudes toward influencer marketing. To build relationships with consumers, the focus should primarily be on establishing trust, which is largely accomplished through influencers.  The study's empirical evidence generally indicates a low level of reliability towards influencer marketing, but despite this, consumers are still influenced by its marketing. In conclusion, this study emphasizes the potential of influencer marketing but also highlights the challenges and ethical considerations associated with this form of marketing. Future research should continue to explore these aspects to understand and manage the complex and dynamic nature of influencer marketing. The study provides valuable insights and guidance for academics and practitioners in marketing.