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Konsumenters syn på trovärdighet och användbarhet av reklam på sociala medier
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media is a phenomenon that has expanded fast during the recent years and has become a part of people’s everyday lives. Social media has developed to not only deal with updating others about what is happening and uploading pictures. Today social media plays a big part in marketing. Therefore advertising is not only exposed in traditional media such as; TV, radio and newspapers, but also on the internet and the social media platforms. Advertising on social media appears in different forms; sponsored posts (paid ads), User Generated Content (non-paid ads) and Electronic-Word-of-Mouth. These different forms of advertising on social media are experienced differently by consumers and therefore this study aims to gain an understanding to which extent consumers find different forms of advertising on social media credible and useful. A qualitative method has been used for this study. For the collecting of data semi-structured interviews have been conducted. This study has been divided into three themes, namely; advertising on social media, attitude of consumers and perceived credibility and usefulness. It turned out that consumers experienced User Generated Content as the most credible form of advertising on social media. Sponsored posts were seen as the most useful, since this form of advertising was perceived as inspiring and informative.

Abstract [sv]

Sociala medier är ett fenomen som utvecklats väldigt fort och blivit en del av människors vardag. Det har utvecklats till att inte enbart handla om att uppdatera andra personer om vad som försiggår i ens liv och att lägga upp bilder. Idag används sociala medier även av företag och andra profiler i marknadsföringssyfte. Reklam exponeras därmed inte bara i traditionella kanaler såsom TV, radio och tidningar, utan även på internet och de sociala medieplattformarna. Reklam på sociala medier förekommer i olika former; sponsrade inlägg (betald reklam), User Generated Content (icke-betald reklam) och Electronic Word of Mouth. Dessa olika former av reklam i sociala medier tas emot på olika sätt av konsumenter och därför ämnar denna uppsats att få förståelse för i vilken utsträckning konsumenter finner olika former av reklam i sociala medier trovärdiga och användbara. Studien har ett kvalitativt tillvägagångssätt där insamlingen av data skett genom semi-strukturerade intervjuer. Studien har delats in i tre olika teman nämligen; reklam på sociala medier, attityd hos konsumenter och uppfattad trovärdighet och användbarhet. Det framkom att User Generated Content upplevdes som mest trovärdigt bland de olika formerna av reklam. Däremot ansågs sponsrade inlägg som mest användbart då denna form av reklam uppfattades som inspirerande och informationsrik.

Place, publisher, year, edition, pages
2017. , p. 37
Keyword [en]
​Advertising on social media, Credibility, Usability, User Generated Content, Electronic-Word-of-Mouth, Influencer
Keyword [sv]
Reklam på sociala medier, trovärdighet, användbarhet, User Generated Content, Electronic-Word-of-Mouth, Influencer
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-34801OAI: oai:DiVA.org:sh-34801DiVA, id: diva2:1193807
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2018-03-28 Created: 2018-03-27 Last updated: 2018-03-28Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
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  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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