Inverkan influencer marketing & word-of-mouth har på konsumentens köpbeslut i relation till tillit. : En kvantitativ studie riktad på konsumenters tillit till influencers och sin omgivning.

Sammanfattning: Title – The influence influencer marketing and word-of-mouth have on the consumer's purchase decision in relation to trust: A quantitative study focused on consumer ́s trust in influencers and their surroundings Level – Candidate thesis, 15 hp Author – Ida Fransson & Evelina Lind Advisor – Afshin Afsharipour Examiner – Svante AnderssonTerm – Spring term 2023 Purpose - The purpose of this study is to examine consumers' buying decision based on the extent to which they rely on influencer marketing and the influence word-of-mouth can have in relation to trust.Design/methodology/approach - This study is based on selected articles that are adapted to the chosen topic that this paper addresses. It is based on literature and peer-reviewed articles. It ́s a quantitative study where a survey has been sent out to respondents within the selected target group to get a better understanind of what is most influencing of influences and word-of-mouth their purchasing decisions. Conclusions - The conclusion of the study is that the main factor that affects a consumer's buying decision is word of mouth. The study also shows that influencer marketing has a minor effect on consumers' buying decision, but it is a valuable marketing strategy. Trust is the biggest factor that the consumer has in mind before buying a product or service.Research Limitations - The study is limited to only women between ages 18-30. Originality/ Value -The study can result in further research within the chosen topic. The influence influencer marketing and word-of-mouth have on the consumer's purchase decision in relation to trust. Keywords - Influencer marketing, word-of-mouth, trust, consumer buying behavior, social media