"Just nu får ni 20% på hela hemsidan" : Hur unga vuxna uppger att deras köpbeslut påverkas av influencermarknadsföring på sociala medier

Sammanfattning: This study investigated how young adults (18 - 29 years) stated that their purchasing decisions were influenced by influencer marketing on social media. This is something that has led companies to change their marketing strategies to reach their customers on a better level. One of these strategies is influencer marketing. To answer our research question and get a better understanding of how our target group experienced influencer marketing, we conducted a quantitative survey with 125 participants where they were able to answer questions about social media, influencers and influencer marketing. This was done in order to support our theory together with the previous research on consumer behavior and marketing. The final results showed that ​e-WOM (electronic word-of-mouth) is a well-functioning marketing method that is important in consumers' purchasing decisions. However, it was found that trust in influencers was of a lesser degree, which indicated that some were more critical and did their research before making a purchase decision. Impulse purchases can be elicited through discount codes that are only available for a certain time, our results showed that 60% used discount codes from influencers.