The influencer impact : En kvalitativ studie om hur influencers påverkar följarens köpbeslut

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: This study provides information about customers opinions and attitudes towards influencers and influencer marketing and what driving forces persuades them to a purchase through this marketing form. Our research explore how social media marketing works and in what way customers perceive that it affects them. Also, we compare traditional marketing to digital marketing for the purpose of analyzing why people are tired of traditional marketing and in what ways companies could cope with that problem. We search answers to all of these questions by performing interviews with focus groups of followers and customers of social media profiles. The results and conclusion from this study show that traditional marketing is a matter of disturbance in the everyday life. On the contrary, social media marketing is a more appreciated form of commercial since it provides opportunity to customize and personalize the social media feeds. At last, the primary driving force leading customers to a purchase is the digital friendship to an influencer as well as opinions and product reviews from friends and familiars

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