”Lever den upp till hypen?” – Klart den gör när videon är sponsrad : En klassificeringsstudie av negativa kommentarer i anslutning till influencer-kampanjer på YouTube
Sammanfattning: Due to the development of the internet and social media platforms, marketing has changed from a one-way message to a two-way commutation online, causing marketers to lose significant control of the narratives of their campaigns. Influencer marketing has become an established approach on platforms such as YouTube, but little research has focused on the consequences of the two-way communication and freedom of consumers posting comments regarding the risk of campaigns online receiving negative feedback in their respective comment sections, sometimes causing news-headlines or going viral. Thus, the aim of this study is to increase the understanding of the phenomenon of expressing negative opinions online in connection to influencer marketing campaigns comment sections. Through a qualitative approach of investigating two type-influencers, studied as two unique cases, an attempt was made to identify patterns in these negative comments. A total of 600 comments were collected and categorized through qualitative content analysis. Results indicated that some forms of marketing, such as sponsored product ‘tests’, triggered more negative comments. Furthermore, a connection was made between the level of product orientation in the video and the negative comment subjects: a video with a clear focus on a certain product triggered negative comments against that product, company or the collaboration, while a more indirect form of marketing led to different discussions, such as politics, in the comment section. Lastly, a connection was made between the amount of negative comments and the credibility and consistency of the influencers’ respective electronic identities.
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