Youtube, Marknadsföringens Dröm : en studie om hur generation z söker information på YouTube

Detta är en Kandidat-uppsats från Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

Författare: Marcio Arango Torres; Tim Erlandsson; [2021]

Nyckelord: ;

Sammanfattning: In today's society, social media has become increasingly important for marketing practitioners and how companies communicate their messages and communicate with consumers. This has led to traditional marketing tools like TV and radio being replaced with new methods like influencer marketing. Today, influencers are increasingly used to spread corporate messages about their products to consumers. Social media has also opened new doors to how consumers communicate with each other about their experiences of company's products and services. Electronic word of mouth (eWOM) has today become an increasingly important factor on social media and is today regarded as an important marketing tool. The study aims to investigate how consumers use eWOM and sponsored posts from macro influencers in information searches on the social media YouTube to highlight how companies can best adapt their marketing to reach the right audience in the most effective way. This study is conducted in a method form of a qualitative study with the support of three focus groups. These focus groups will consist of a male group, a female group, and a group with mixed gender representation. Based on these three focus groups, the study compiled a result that showed that shows difference between how the male and female consumers in this study used eWOM and sponsored posts from influencers on YouTube as respondents perceived the reliability of these two phenomenon differently in information searches. The male respondents showed greater confidence in eWOM as they felt more impartial about the information shared. The women experienced the emotional bond an influencer mediates as crucial and gained greater confidence in them through this property even though their posts could be of a commercial nature.

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