Avancerad sökning

Hittade 1 uppsats som matchar ovanstående sökkriterier.

1. 1. Kraften av influencers på Instagram : En studie om konsumenters uppfattningar om influencers

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Lilian Denha; Sanna Hasanagic; [2019]
   Nyckelord :Influencer marketing; social media; consumer behavior; marketing; trust; Influencer marketing; sociala medier; konsumentbeteende; marknadsföring; förtroende;

   Sammanfattning : Purpose: The purpose of this study is to increase knowledge about how consumers in southern Stockholm perceive influencer marketing via Instagram and understand the role of influences in the consumers' buying process. Theory: Influencers lose followers' trust because many associate influences with forced advertising, because it is known that influencers get paid for spreading marketing on their social channels. LÄS MER