Hur stor är youtubers makt över dig : En kvantitativ studie om youtubers påverkan på sin publik

Sammanfattning: This Bachelors essay aims to investigate and detect what perceptions influencers have when it comes to marketing different products and services on Youtube. The focus is on the relationship between youtuber and audience and how this interaction affects the consumer behavior of the audience. This study is based on Swedish users of YouTube between 12-30 years. What follows below is a quantitative survey study. The investigation and discussion is based on the Para-social Interaction theory, also called PSI, alongside with Uses & gratification theory and lastly the twostep-flow of Communication. When we look at the results, our general inference is that gender and age seems to affect the perceived impact on the audience and their faith in youtubers recommendations. The perceived impact, in turn, is affecting the audience´s consumer behaviour.