Inget förtroende, Inget köp : En studie hur förtroendet för influencers påverkar konsumtionsvanor

Sammanfattning: Within today's society, social media has grown to become a more common thing than most. In Sweden, almost 83 % of the population use social media. With this marketing growth, a role that have become more common is the term ‘influencer’. Whereas an influencer is someone who inspires people in any sort of way by using social media platforms, such as Instagram. The marketing strategy that has evolved through influencers is called ‘influencers marketing’ and is a commonly used marketing strategy in today’s reality. However, the question that companies must ask themselves is - How will this affect consumers? By studying how ‘influencer marketing’ affect consumers whom all follow influencers on Instagram - this study presents which factors have a more deciding role when it comes to being affected by influencer marketing. Whereof we have had several semi-qualitative interviews regarding questions such as; how trustworthy a person finds influencers and if influencer marketing affects a person's consumer behaviour. The results of this study show that consumers feel a certain trust to influencers whereof this study presents 4 factors that affects an individual's ‘trust’. The result showed for example that a person value, genuity and personal connection to an influencer. The trust that an individual has towards influencers showed to have a direct connection to consumer behaviour.