Konsumenters attityd till marknadsföring på sociala medier

Sammanfattning: Every business needs to promote its brand and product. With the growing trend of social media in the 21stcentury, social media has become a standard way for businesses to market themselves, and millions of dollars are spent on this marketing channel every year. It is important to spend a lot of time analyzing and understanding consumer attitudes towards social media marketing, to ensure that the company is marketing effectively and spending its resources on the most appropriate marketing channel. The purpose of this study is to gain a better understanding of the consumer's attitude toward companies' social media marketing and which factors influence the consumer's attitude the most.The study's data collection has been done with a qualitative research strategy with semi-structured interviews. The study's respondents were between the ages of 18-29. Previous research shows that this age group has the most experience and involvement with social media and can therefore provide qualified answers. This provided the basis for the study's purposive sampling.The results of the study show that there is a generally positive attitude among consumers toward social media marketing. However, there are factors that affect a consumer's attitude negatively. Consumers' behavior on social media indicates a positive attitude towards advertising on social media where the majority have purchased products several times. An interesting aspect provided by the result of this study, is that consumers have created a behavior of scrolling past most of the ads on social media, yet many purchases are made from the advertised products. This indicates that consumers take in more information from the ads than they think they do. Although the main purpose of social media is not to watch ads, the results show that ads have a positive effect on consumers from a business perspective, as the ads create a purchase intention.