Leder influencer marketing till köp? : En studie från konsumentens perspektiv

Detta är en Magister-uppsats från Högskolan i Borås/Akademin för textil, teknik och ekonomi; Högskolan i Borås/Akademin för textil, teknik och ekonomi

Sammanfattning: Since the increased popularity of social media, new marketing strategies have been developed by companies and marketers in order to advertise more effectively. This has concluded in a new marketing strategy originated from celebrity endorsement, called influencer marketing, which is implied by various brands today and often used on the social media platform Instagram. Influencer marketing is a strategy where a brand invests in an individual who has a big influence over its followers, with the purpose to recommend a brand or a product. The issue however is that there are thousands of influencers, and companies have to be selective when choosing who to collaborate with. Furthermore, there are studies examining factors which have an effect on attitudes and purchase intention, but very few study purchase behaviour. The purpose of this paper is to study which factors of an influencer have an effect on consumers’ purchase behaviour. This will be done by examining commerciality, entertainment and factors included in source credibility towards purchase. There was also an interest to investigate if certain personality types of consumers were more prone to make a purchase. Because of this, extraversion and self-monitoring were also included in relation to purchase behaviour. Furthermore, two types of exposure will also be examined to see their effect on purchase. For this study a quantitative approach was applied with the use of a survey questionnaire which resulted in 524 valid answers. The results showed that commerciality, attractivity and similarity had a significant effect on purchase, whereas trustworthiness, knowledge and entertainment did not. Furthermore, personality traits are also a determinant factor as high levels of extraversion and self-monitoring show to have an impact on purchase. Lastly, purchase seems to increase if an individual spends more time on Instagram or follows more influencers, meaning exposure also had a significant effect. In conclusion, our results show clear differences in the dominating factors which have been previously researched towards purchase intention. Attractivity is the factor which has most influence over purchase, closely followed by commerciality.

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