Gymnasieelevers syn på influencers

Detta är en Kandidat-uppsats från Umeå universitet/Institutionen för kultur- och medievetenskaper; Umeå universitet/Institutionen för kultur- och medievetenskaper

Sammanfattning: Influencer marketing has arguably emerged as one of the most effective forms of marketing, and it’s here to stay. That has made influencer marketing just as compelling of a research subject as it is useful for marketing professionals. This thesis aims to put an answer to how high school students experience influencer marketing across social media and how they feel it affect their buying intentions. The data that this study relies on is extracted from an opinion poll, the results of that survey are discussed through various theories and peer reviewed papers. Despite the students adolescence and lack of access to online payment methods, we found that numerous students were not only affected by influencer marketing in their consumer behavior but also went through with a purchase inspired by an influencer on social media. Additional findings indicated that Youtube was perceived to be the most effective platform for influencer marketing according to the questionnaire. The analysis from the survey data also indicated that men were affected by influencer marketing to a lesser extent than women, to confirm this however a bigger sample is needed.

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