Mikro influencers inverkan på varumärkesengagemang : En kvalitativ studie om hur konsumentens varumärkesengagemang påverkas av produkter marknadsförda av mikro influencers på Instagram

Sammanfattning: In recent years, influencer marketing has become an innovative and interesting concept within marketing. The growth of digitization and the increasing popularity of digital platforms have enabled influencers to reach a worldwide audience. Traditional marketing has evolved into influencer marketing with the help of influencers. This study investigates how consumers perceive information presented by micro influencers on Instagram before making a purchase decision. It also examines how consumer perceptions of micro influencers influence brand engagement and purchase behavior. The study examined students at the University of Södertörn. In addition, the study was conducted using a qualitative survey and semistructured interviews. Based on the empirical material and analysis, the authors can conclude that influencer marketing is a powerful marketing strategy that enhances a company's marketing. Companies use influencers to increase consumer engagement with a brand. Influencer marketing can have both positive and negative effects on consumer brand engagement. The study shows that consumer perception of micro influencers varies depending on the context and other factors presented in the analysis and discussed in the final discussion. The factors examined are influencer marketing, micro influencer, source credibility, brand engagement and purchase behavior. The study provides a deeper insight into the relationship between these components. The result shows that the relationship between a micro influencer and the consumer has a direct impact on the consumer's purchase intention. Moreover, influencer marketing and micro influencers have a direct impact on source credibility and brand engagement. The purpose of this study is to gain a deeper understanding of consumer perception of brand engagement and micro influencers, as there are knowledge gaps within the research area. Academic studies have been conducted from a company perspective, while this study is conducted from a consumer perspective.