Switching behavior på Instagram : Vad påverkar svenska millennials att följa och avfölja influencers på Instagram?

Sammanfattning: Purpose: The purpose of this study is to increase the understanding of what makes Swedish millennials follow and unfollow influencers on Instagram.   Metod: This study had a deductive and qualitative approach and has collected data through twelve semi-structured interviews.   Conclusion: This study concludes that millennials mainly follow influencers on Instagram to get inspiration for their own lives. One of the most common reasons why millennials are unfollowing influncers on Instagram is that influencers tend to publish too much content, which leads to information overload. Millennials also unfollow influencers due to the fact that their posts no longer appeal to them because they changed preferences or because influencers shift the focus of their content. This study also concluded that there is nothing that inhibits a millennial from unfollowing an influencer on Instagram other than the fact that it takes a little bit of effort to visit the account and press the unfollow button.