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  • Kambourian, Kambourian
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Andersson, Emma
    Södertörn University, School of Social Sciences, Business Studies.
    Förtroende i samband med influencer marketing: En kvalitativ studie om konsumenters förtroende gentemot influencers och företag2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose with this study is to increase the understanding behind consumers trust towards influencers and companies while these two collaborate with each other. Two questions were developed to investigate the purpose. The first question investigates how different factors, developed in purpose of the study, affects the trust towards a company and an influencer. The second question focuses on the difference between the company and the influencer considering the effect of the consumers trust. In order to gather empirical material, eleven semi-structured interviews were conducted with consumers between the age of 18 to 30 and who followed some influencers. The respondents were selected through a non-probability sample. From the collected material, conclusions could be drawn about the various factors and the company versus the influencer. As for the factors, the trust seemed to be affected both in positive and negative manners considering the situation and the specific factor. When it comes to the factor paid collaborations, the trust seems to decrease, but increase when the involvement of money is announced. The influencer falling into a scandal has a negative impact on the trust, depending on the specific situation. When the influencer is advertising something unexpected, the trust is most likely going to decrease. In the case of continuous advertising of a product, consumers suspect surreptitious advertising if they are highly involved and this affects the trust negatively due to dishonesty. It can be stated that how the trust is affected differs between the company and the influencer in conjunction with influencer marketing. This seems partly due to the fact that the expectations towards a company is not as high as for an influencer, which means that the trust is not affected to the same extent. An influencer on the other hand, is perceived to be more relatable which has a positive effect on the trust. 

  • Almqvist, Johan
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Holmgren, Martin
    Södertörn University, School of Social Sciences, Business Studies.
    Inget förtroende, Inget köp: En studie hur förtroendet för influencers påverkar konsumtionsvanor2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Within today's society, social media has grown to become a more common thing than most. In Sweden, almost 83 % of the population use social media. With this marketing growth, a role that have become more common is the term ‘influencer’. Whereas an influencer is someone who inspires people in any sort of way by using social media platforms, such as Instagram. The marketing strategy that has evolved through influencers is called ‘influencers marketing’ and is a commonly used marketing strategy in today’s reality. However, the question that companies must ask themselves is - How will this affect consumers?

    By studying how ‘influencer marketing’ affect consumers whom all follow influencers on Instagram - this study presents which factors have a more deciding role when it comes to being affected by influencer marketing. Whereof we have had several semi-qualitative interviews regarding questions such as; how trustworthy a person finds influencers and if influencer marketing affects a person's consumer behaviour.

    The results of this study show that consumers feel a certain trust to influencers whereof this study presents 4 factors that affects an individual's ‘trust’. The result showed for example that a person value, genuity and personal connection to an influencer. The trust that an individual has towards influencers showed to have a direct connection to consumer behaviour.

  • Alasalmi, Emmy
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Mattsson, Lisa
    Södertörn University, School of Social Sciences, Business Studies.
    Hockeyspelare - kombinerar nytta med nöje: - En kvalitativ studie om proferssionella ishockeyspelares engagemang i CSR-arbete2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study examines Corporate Social Responsibility (CSR) within the industry of sports and more precisely in regards to professional ice hockey players. The purpose of this study is to achieve a deeper understanding of how professional ice hockey players organize themselves through philanthropic CSR and why these engage in this CSR-work and in turn how it affects their brand. To attain this purpose the study need to answer the following three questions: how do ice hockey players organize themselves using philanthropic CSR, what motivates them to do philanthropic CSR-work and lastly how is their brand affected by doing philanthropic CSR.To achieve this deeper knowledge eleven interviews were carried out to collect the empirical data for the study. The interviews were conducted with a deductive viewpoint which gradually turned into a inductive one. With this in mind the study has been carried out with previous studies being taken in consideration and after the conclusion of the interviews into the position of the individual hockey players. After analysing the results a strong connection between the empirical data and the theoretical framework could be confirmed and it became clear that the players did not use CSR for their own gain or benefits. The motives behind the players engagement with CSR-activities could be connected to their unique prerequisites, but also through the encourage they received from their surroundings. The motivation for CSR seemed to come from the will to transcend into the life after sports.

  • Samin, Sava
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Ahmed, Ferha
    Södertörn University, School of Social Sciences, Business Studies.
    Understanding the royalties of social media: En kvalitativ studie om hur konsumenter upplever varumärkeskommunikationen på sociala medier2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Social media is dependent on society, and society is dependent on social media. The internetbased platforms have today taken the world by storm. Words like "comment", "like" and "post" are central concepts on social media that have come to be new communication tools. In the development of social media, the social network has been strengthened in such a way that people turn to these platforms in order to create relationships with others. The increased popularity has resulted in several binding to the social network, which the companies have also noticed. As the consumer is constantly in focus for the companies, it becomes important to find the needs of consumers. Research shows that relationships and close contact are highly valued by the consumer, which the companies also try to live up to. Brand communication on social media has also come to be developed, as the companies use influencers as an intermediary, which has led to the new concept of influencer marketing being expanded. However, there are disagreements about how consumers perceive the companies' direct brand communication and influencing marketing. Hence, the study finds relevance in examining how consumers perceive the different brand communications on social media.

    Based on the theories, three variables are regarded as a basic explanation for how consumer experience may be unfolded. The three variables explain the study as attitudes, credibility and purchase intentions. In order to investigate this, the study has used a qualitative approach with focus group interviews as a relevant tool. The study is limited to the social platform Instagram, with respondents consisting of women. A further demarcation of the study was to examine only the fashion related brands.

    The study concluded that influencers are perceived as more real, also defined as sources of inspiration. While companies, with their direct brand communication, may be perceived as more commercial and less real. Also defined as artificial. However, it is important that the consumer can identify with the influencer and value his/her opinions highly, in order for the brand communication to be perceived as real and credible. In addition, the result showed that consumers may experience influencers as sources of inspiration, while companies' direct brand communication can instead be perceived as a source of information. Furthermore, the study also concluded that the three variables attitudes, credibility and purchase intention were related to each other. Consumers first turn out to create an attitude that builds the credibility, which finally gave a purchase intention.

    A common conclusion in the study was that influencer marketing and the companies' direct brand communication came to be experienced in different ways. But regardless of the outcome, both sources of information were considered vital. The conclusion is that both of these brand communications should complement each other instead of excluding each other.

  • Widholm, Christian
    Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
    Entrepreneurship in the Stockholm Archipelago: A Historical Perspective2019In: Baltic Worlds, ISSN 2000-2955, E-ISSN 2001-7308, Vol. 12, no 2, p. 57-60Article in journal (Other academic)
  • Agebro, Jennifer
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Karat, Lilian
    #Sponsrat inlägg: En kvantitativ studie om konsumenters påverkan av influencer marketing på Instagram2019Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Social media has, with the digital world development, grown hugely and is now a well integrated part of our daily life. A strategy that has grown widely and strong in conjunction with this, is the marketing phenomenon influencer marketing. Where the businesses use social media, like Instagram, to market their products and services, and to communicate their brand to the customers. It is all about a relationship between the business, the influencer and the customer. To succeed with this, it takes that the influencer is a trustworthy person, with a loyal following-crowd. The power has, with this development of the digital world, moved from the businesses to the customer and also the influencer. With this said, we can see a purpose in examining the consumer perspective, where the power really lies.

    After examining previous research, we discovered a gap where they had not researched enough regarding the consumer perspective. Previous research has focused on the business perspective. This study therefore aims to examine the consumer's attitudes regarding influencer marketing. With the aim to understand, to what extent they are affected by this marketing method. To help with this we have decided to use research questions regarding how consumers considers that their purchasing behavior is affected by influencer marketing, what the consumers attitude towards influencer marketing is, in the terms of trust and confidence, and what helps to increase their willingness to buy. To get a wide perspective, we choose a quantitative research method where 155 survey were distributed online, on Facebook and LinkedIn. Beyond this, secondary data has been used, with support in previous research regarding the subject influencer marketing.

    Throughout the study, two keywords have recurred, trust and confidence. These has with the study shown to be a vital factor, when it comes to consumers attitudes regarding influencer marketing. Businesses have to create trust towards the customers, through creating genuine relationships, much with the help from the influencers.

  • Brask-Jensen, Leila
    Södertörn University, School of Culture and Education, Centre for Studies in Practical Knowledge.
    Systematisk dokumentation av barns utveckling och lärande inom pedagogisk omsorg i Sverige och Finland: En vetenskaplig essä om två grannländers sätt att sammanställa barns lärprocesser2019Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    The preschool curriculum obliges us working at preschool to systematically document the development and learning of children. Our premier policy document does not in detail explain how one should do the documentation. The purpose with my essay has been, starting at our neighbour country Finland and its early childhood education and care, to deepen my understanding for the intentions of the curriculum and to find new ways to document children´s learning processes at preschool. In Finland I have examined The child´s individual early childhood education and care plan which is a legislated individual development plan for children at preschool age. I have also looked at the kindergarten teacher´s practical knowledge, which I have reflected against my own experiences in my profession as a preschool teacher. My research questions are about how the child´s individual early childhood education and care plan is used in practice in Finland, the role of administration at the documentation in Sweden and Finland, how the child´s individual early childhood education and care plan effects the documentation process in Finland and vice versa how the lack of an individual plan in Sweden is effecting the documentation, the child´s individual early childhood education and care plan in relation to educational documentation and finally how Sweden and Finland relate to individual or group documentation.

    The research is written in an essay form. My self-experienced story together with field observations and theory have provoked insights and answers. The general terms in the swedish curriculum opens up space for the practical knowledge and the local cognizance in the process of documentation. Educational documentation as a method and the working team´s unity regarding to knowledge and ”child view” has shown to be important parts in documentation work. As a way of documentation, educational documentation concentrates on group documentation, in opposite to what the swedish curriculum is demanding about systematic documentation of the individual child. In Finland the child´s individual early childhood education and care plan has come to focus on the needs of support of the single solid child though these represent only a part of the plan. Finland has some years ago instituted educational documentation in preschool curriculum and my research has shown similar duration in time to change the working ways of the Finnish educators as I have experienced in Sweden. Administration that comes from documenting children´s learning processes has shown to be burdening on both sides of the Baltic sea, but mostly in Finland.