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Kraften av influencers på Instagram: En studie om konsumenters uppfattningar om influencers
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Abstract [sv]

Syfte: Syftet med denna studie är att öka kunskap om hur konsumenter i södra Stockholm uppfattar influencers marknadsföring via Instagram samt förstå influencers roll i konsumenternas köpprocess.

Teori: Influencers tappar följares förtroende eftersom att många förknippar influencers med tvingad reklam, då det är känt att influencers får betalt för att sprida marknadsföring på sina sociala kanaler. Det finns en oro bland konsumenter och gränsen suddas mellan de privata och sponsrade inläggen. Denna studie omfattar teorier som konsumentens beteende, sociala medier samt influencer marknadsföring. Detta innefattar teorier som mun till mun metoden, användargenererat innehåll, konsumentens köpprocess, opinions ledare samt kulturella värderingar i konsumentbeteende.

Metod: Denna forskningsstrategi lägger större vikt på ord än kvantifiering d.v.s siffror. Datainsamlingen har bestått av kvalitativa intervjuer, vetenskapliga artiklar samt litteratur och en deduktiv ansats har anpassats. Studiens urvalsteknik grundade sig på ett bekvämlighetsurval, som är en form av ickesannolikhetsurval.

Resultat: Resultatet har analyserats utifrån de nämnda teorierna ovan. Ett resultat som undersökningen visar är att konsumenter reflekterar kring sitt val av influencer på Instagram trots att inte mycket tid läggs åt det. Delade intressen samt identifiering bör finnas för att respondenterna ska klicka på följ knappen. För att ett köp ska gå igenom krävs det dels att respondenterna har förtroende för influencern samt att respondenten ska intressera sig för produkten/tjänsten som marknadsförs.

Place, publisher, year, edition, pages
2019. , p. 61
Keywords [en]
Influencer marketing, social media, consumer behavior, marketing, trust
Keywords [sv]
Influencer marketing, sociala medier, konsumentbeteende, marknadsföring, förtroende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-38586OAI: oai:DiVA.org:sh-38586DiVA, id: diva2:1337220
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-07-15 Created: 2019-07-12 Last updated: 2019-07-15Bibliographically approved

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Citation style
  • apa
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  • vancouver
  • harvard-anglia-ruskin-university
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  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • text
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  • rtf