Ju mer desto bättre? : En studie om hur unga konsumenter upplever att marknadsföringen på sociala medier påverkar välmåendet

Detta är en Kandidat-uppsats från Södertörns högskola/Institutionen för samhällsvetenskaper; Södertörns högskola/Institutionen för samhällsvetenskaper

Författare: Sofie Blomqvist; Sofie Sandell Johansson; [2020]

Nyckelord: ;

Sammanfattning: The majority of Sweden's population use social media today, and the main purpose is to interact with other people and exchange information between users. The emergence of social media has contributed to companies and marketing also finding their way into the market, which has led to consumers of social media being exposed to a lot of information from different directions. The high use of social media among young people, on the other hand, has been shown to create some problems, with research indicating that consumers' well-being is negatively affected.    The purpose of this study is to gain a better understanding of how young consumers feel that their well-being is affected by social media marketing. This study separates social media and social media marketing, with focus on how influencers, advertising and personal contacts affect consumers perceived well-being. The perceived well-being will be examined through perceived self-esteem, stress and fatigue.   The study used a combination of qualitative and quantitative research strategy, where both questionnaires and interviews were used for collecting empiricism. The selection consisted of ten female respondents aged 16-29, and was made through an exploratory selection. The respondents were without social media for seven days in order to make it easier to estimate a possible change in their perceived well-being.   The study's empirical results indicate that consumers perceived well-being is improving after a week without social media. It appears that it is the amount of information from influencers, advertising and personal contacts that contributes to an overload that leads to a deterioration in well-being.    The study provides a better understanding of how social media marketing affects consumers perceived well-being, which in turn is relevant information for both companies and consumers.

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