Influencer Marketing - ytlig inspiration eller något djupare?
Sammanfattning: Title: "Influencer Marketing - Superficial Inspiriation or Something Deeper?" - A qualitative research about the relationship between fashion influencers and their followers from a Consumer Culture Perspective Seminar date: 2018-01-11 Course: FEKH29, Business Administration: Bachelor Degree Project In Marketing Undergraduate Level, 15 Credits Authors: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin Advisor: Jon Bertilsson Key words: Influencer, Follower, Consumer Culture Theory, Brand Relationship, Fashion Purpose: The purpose of this study is to create a better understanding of followers' view of their relationship to fashion influencers and what kind of motives that underlie their reasons to follow, from a Consumer Culture Perspective. Methodology: A qualitative study has been conducted based on semi-structured interviews. An abductive approach with a hermeneutical view has been used as a foundation throughout the study. The collected empirical material is analysed together with theories from existing literature to generate new knowledge. Theoretical perspectives: The essay takes a starting point in the Consumer Culture Theory perspective focusing on "brand relationship" and elements such as Identity, Group Identity and Symbolism. Empirical foundation: Ten semi-structured in-depth interviews have been conducted with young adults that look upon themselves as followers to fashion influencers. The empirical material that was gathered became a foundation for the research analysis. Conclusion: This study has with help of followers subjective opinions contributed to an understanding of their relationhips with fashion influencers. Prominent discoveries have been a model consisting of four types of relationhips between followers and fashion influencers and has raised the question of whether the power ratio should be revalued.
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