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Dold marknadsföring på sociala medier: En kvalitativ studie om konsumenters attityder mot influencers dolda marknadsföring på sociala medier och de ageranden dessa attityder leder till
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Undercover Marketing in Social Media : A Qualitative Study About Consumers Attitudes Towards Influencers Undercover Marketing in Social Media and The Actions These Attitudes Lead To (English)
Abstract [en]

Purpose: The purpose of this study is to gain an understanding of the link between attitudes and actions to influencers’ undercover marketing in social media from a consumer perspective, as this is lacking in today's research.

Theoretical reference frame: The study uses theories, concepts and previous research that are within the field of the study. These include: Attitudes to Advertising -The Attitude Model, The Functional Attitude Theory and Word-of-Mouth.

Method: The study is based on a qualitative method in the form of semi-structured interviews. The interviews consisted of four different themes based on seven questions. Respondents have been selected using an non-probability selection. A total of 14 respondents participated in the survey.

Results: The results indicate that respondents either have a negative or a positive attitude towards influencers’ undercover marketing in social media. The actions the respondents make when they come into contact with the phenomenon is that they either buy or do not buy the product that is presented. Further actions respondents make is seeking information about the products, stop following the influencers and spreading negative or positive information to other consumers.

Conclusion: The conclusion is that consumers have different attitudes towards influencers undercover marketing in social media and depending on their preconceptions of undercover marketing, their actions differ. Consumers with a positive attitude to the concept usually buy the product and spread positive Word-of-Mouth to other consumers. Consumers who on the other hand have a negative attitude towards influencers undercover marketing in social media tend to refrain entirely from a purchase and spread negative Word-of-Mouth to other consumers.

Abstract [sv]

Syfte: Syftet med studien är att få en förståelse för kopplingen mellan attityder och ageranden till influencers dolda marknadsföring på sociala medier utifrån ett konsumentperspektiv, då detta saknas i dagens forskning.

Teoretisk referensram: Studien använder sig av teorier, begrepp och tidigare forskning som behandlarundersökningsområdet. Dessa innefattar: Attityder till reklam -Attitydmodellen, Teorin om funktionella attityder och Word-of-Mouth.

Metod: Studien utgår från en kvalitativ metod i form av semistrukturerade intervjuer. Intervjuerna består av fyra olika teman baserat på sju frågor. Respondenterna har valts ut med hjälp av ett icke sannolikhetsurval. Sammanlagt deltog 14 respondenter till undersökningen.

Resultat: Resultaten visar att respondenterna antingen hade en negativ eller positiv attityd till influencers dolda marknadsföring på sociala medier. De ageranden respondenter gör efter de kommit i kontakt med fenomenet är att antingen köpa de produkter som presenteras eller att avstå från köp. Ytterligare ageranden är att söka information om produkterna, sluta följa influencers konton samt sprida positiv eller negativ information till andra människor.

Slutsats: Slutsatsen är att konsumenter har varierande attityder till influencers dolda marknadsföring på sociala medier och att man beroende på vilken attityd man har agerar utifrån det. Konsumenter med en positiv attityd till konceptet brukar vanligtvis köpa produkten och sprida positiv Word-of-Mouth till andra konsumenter. Konsumenter som däremot har en negativ attityd till influencers dolda marknadsföring på sociala medier tenderar att avstå helt från ett köp och sprider negativ Word-of-Mouth till andra konsumenter.

Place, publisher, year, edition, pages
2018. , p. 49
Keywords [en]
Undercover Marketing, Social Media, Consumers, Attitudes, Actions, Influencers
Keywords [sv]
Dold marknadsföring, Sociala medier, Konsumenter, Attityder, Ageranden, Influencers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-36492OAI: oai:DiVA.org:sh-36492DiVA, id: diva2:1253751
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-10-08 Created: 2018-10-05 Last updated: 2018-10-08Bibliographically approved

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