Vem är vi lojala till? Influencers eller varumärken? - En kvantitativ studie om generation X och generation Ys förhållande till lojalitet.

Sammanfattning: The purpose of this candidate thesis is to provide an explicit knowledge of whether a consumer builds loyalty to a brand or an influencer and investigates whether there are any differences in the degree of loyalty between generation X and generation Y. The authors of this bachelor thesis have conducted a quantitative study with a deductive research based on an objectivist approach. The analysis and the conclusion have been based on the empirical material that we have obtained through a combination of a survey and existing theories. The study has been based on a deductive method since the authors of this study had a starting point from existing theories. This was done to understand how consumers relate to different forms of loyalty and to find out the characteristics of the two chosen generations. The empirical material has been compared to the existing theories, and later on analyzed. The empirical material has been based on a survey consisting of 18 questions answered by a total of 128 consumers in generation X and Y. The collected empirical material gave us insights on how consumers are loyal to brands and influencers. The result of our survey showed that consumers have a higher degree of loyalty to a brand than to an influencer. It also showed that generation X has a higher degree of loyalty than generation Y.