Kraften av influencers på Instagram : En studie om konsumenters uppfattningar om influencers

Detta är en Kandidat-uppsats från Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

Sammanfattning: Purpose: The purpose of this study is to increase knowledge about how consumers in southern Stockholm perceive influencer marketing via Instagram and understand the role of influences in the consumers' buying process. Theory: Influencers lose followers' trust because many associate influences with forced advertising, because it is known that influencers get paid for spreading marketing on their social channels. There is a concern among consumers, and borders are not drown between the private posts and the sponsored posts. This study includes theories such as consumer behavior, social media as well as influencer marketing. This includes theories like word of mouth, user-generated content, the consumer's buying process, opinion leaders and consumer behaviour. Method: This research strategy places more emphasis on words than quantification, ie numbers. Data collection has consisted of qualitative interviews, scientific articles as well as literature and a deductive approach have been adapted. The study's selection technique was based on a choice of convenience, which is a form of non-probability choice. Result: The result has been analyzed based on the above mentioned theories. A result from this study shows that consumers reflect on their choice of influences on Instagram, even though not much time is added to it. Shared interests and identification should exist in order for the respondents to click on the follow button. In order for a purchase to go through, it is required that respondents trust the influences and that the respondent should be interested in the product being marketed.

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