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Har sociala medier och Influencers betydelse?: En undersökning om resenärernas uppfattning och attityd på marknadsföring av turism genom sociala medier
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Swedish travelers’ consumption has increased in relation to better economic conditions and demographic changes. In 2017, domestic leisure travelers’ consumption increased and the reason for such a changed tourism industry which is due to a changed behavior among travelers. One major reason is that internet and social media has had a major impact on the tourism industry (TIllväxtverket, 2017). Social media has developed new marketing techniques such as Influencer Marketing (IM) and Viral Marketing. The purpose of this study is to find out how travelers are affected by IM when choosing a destination, as a basis for this research the writers created a web survey where the target group was Swedish travelers who like to travel, the survey was answered by 188 respondents. The writers used netnography to review ten influencers to build their own interpretation of the subject and the result suggests that influencers have a role as an information source (eWOM) but are not the decision-making source for travelers’ consumption.

Place, publisher, year, edition, pages
2019. , p. 37
Keywords [en]
Social Media, Influencer Marketing, WOM and eWOM, Digital Marketing, Tourism marketing
Keywords [sv]
Sociala Medier, Influencer marknadsföring, WOM och eWOM, Digital marknadsföring och Turism marknadsföring.
National Category
Social and Economic Geography
Identifiers
URN: urn:nbn:se:sh:diva-38748OAI: oai:DiVA.org:sh-38748DiVA, id: diva2:1343590
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-08-19 Created: 2019-08-18 Last updated: 2019-08-19Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf