Varumärken i digitala medier : En studie om hur influencers påverkar konsumentuppfattning inom modebranschen

Sammanfattning: The aim of this paper is to increase the knowledge about how consumers are affected by influencers in digital media. Hence, the aim is to see if brands can affect consumer perception by the use of influencers. A quantitative study in the form of a survey was made in this essay. The survey consisted by statements that were grounded in consumer perception about traditional marketing compared to influencer marketing. The results from the quantitative study points to that women and respondents from the younger age groups were most affected by influencers. Within these groups influencers had a positive effect on Word of Mouth and trust. In addition to this, the use of influencers could also make this group choose on a fashion brand over another.