With growing social media usage, social media influencers’ (SMIs) are getting more popular within the realm of social media marketing and are widely used by brands. Previous studies have shown SMI marketing influences consumers’ impulsive buying behavior in prominent ways such as by SMI-generated content, trust in SMI and SMI credibility, SMIs’ emotional appeal, SMI visual attractiveness and SMI expertise. Thus, to further elaborate on current knowledge, the purpose of this study is to describe the influence of social media influencers’ on consumers' impulsive buying behavior. A qualitative study including features of both a cross-sectional and a case study approach was conducted. It was found that SMIs’ individual characteristics and personal connections with consumers as well as SMI-generated content and SMIs’ demonstrated knowledge enhance trust and further influence impulsive buying behavior (IBB). Further, key patterns identified the interplay between SMI appearance, inspiration and trust showing that visually attractive SMIs increase trust, thus influencing impulsive buying behavior among consumers. Findings emphasize how characteristics influence each other to influence IBB as well as, how each characteristic recognized, independently influences IBB among consumers.

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study indicate that brands can use social media influencers to influence consumers' journey in sportswear fashion. The biggest and foremost reason brands can influence the consumer journey is the choice of influencers. A developed model from empirical data and analysis has been created to explain this process. The model shows how brands start by choosing an influencer, what factors influence the choice, then who the influencer should be and the desired characteristics, and finally how influencers affect consumers, how consumers react and the relationship between all parties.

Sociala medier har blivit en integrerad del av vår vardag och profiler arbetar ständigt med skapandet av identitet, representation och interaktion. Efter sökandet av tidigare forskning uppfattades en avsaknad för studerandet av utformning och påverkan i kommunikationen på Instagram. Främst vad gäller en intim och emotionell sådan, som sänds ut via influencers. Studien syftar till att ge förståelse av de självrepresentativa aspekterna, men också hur emotion och förmänskligandet av kanalen bidrar till den annars distanserade närkontakten med följarna. Uppsatsen ska belysa vikten av interaktion i relation mellan sändare och mottagare samt studera modaliteter som språkhandlingar och tilltal med dess eventuella betydelser för den upplevda påverkan på en tänkt publik.   För att få ett rättvist kvalitativt resultat har en multimodal analys använts med inslag av den kritiska lingvistiken. Materialet har samlats in digitalt och utgörs av tre influencers två olika instagraminlägg, där utformandet av inläggen granskas utifrån ett kodschema med stödfrågor, innefattande både text- och bildelement. Även samspelet mellan bild och text studeras.   Resultatet pekar på de återkommande begreppen av identitetsskapande och bekräftelse, som verkar vara avgörande för den symboliska interaktionen och bibehållandet av kanalen. Självpresentationen är vital och den intima, emotionella kommunikationen bidrar till en allt närmare, personligare kontakt med den tänkta publiken. Kommunikationen spelar en viktig roll främst vid skapandet av mening och till eftersträvat budskap kopplat till emotion.

El presente trabajo de investigación tiene como objetivo principal determinar si existe una relación entre la actitud del consumidor hacia el anuncio y la intención de compra generada por el influenciador de moda en Instagram, para las MYPES en Lima Moderna. El panorama actual propone la implementación del “Influencer Marketing” como una estrategia impulsora frente a un mercado global en el cual el consumidor está más informado y confía en opiniones de expertos que brindan sus experiencias de moda. Surge entonces la necesidad de que las micro y pequeñas empresas logren comprender la importancia del Marketing Digital dentro de su plan estratégico, con el fin de incrementar su cartera de clientes y ser más competitivos en el mercado global. En base a ello, las MYPES en Lima moderna utilizarán influenciadores en redes sociales que generan mayor credibilidad en los usuarios. Sin embargo, en Lima Moderna aún existe indiferencia hacia el Marketing Digital. Es por ello que resulta fundamental lograr que las MYPES conozcan el efecto que tiene el Marketing Digital sobre el consumidor actual. También se buscó identificar quienes son los influenciadores de moda más seguidos por los jóvenes. Asimismo, a partir del análisis de regresión múltiple utilizado en la herramienta SPSS, se demostró que todas las variables usadas en el presente estudio influyen en la intención de compra. / The main objective of this research work is to determine if there is a relationship between the attitude of the consumer towards the advertisement and the purchase intention generated by the influence of fashion on Instagram, for the MYPES in Modern Lima. The current scenario proposes the implementation of "influence marketing" as an impulsive strategy against a global market in which the consumer is more informed and confident in the opinions of the experts who provide their fashion experiences. The need arises for micro and small companies to understand the importance of Digital Marketing within their strategic plan, in order to increase their client base and be more competitive in the global market. In this sense, the MYPES in Lima will used that strategy to improve the credibility of users. However, in Modern Lima there is still indifference towards Digital Marketing. That is why it is essential to achieve that the MYPES join the effect that Digital Marketing has on the current consumer. We also seek to identify who is the fashion influence most followed by young people. Likewise, from the multiple regression analysis used in the SPSS tool, it was shown that all the variables under study influence purchase intention. / Tesis

MyVice speaks about the guilt I feel regarding the amount of beauty products I own. About these Things I collect and I just cannot control how many I buy... About my addiction to the rituals connected to these Things. About the obsession with beauty products within our homes. About the daily beauty rituals of a woman which are meant to produce the final result of appearance that she really was Born Like This... About the advertising connected with beauty industry. About beauty product testing on the internet. About being superficial and the senselessness of it. The final result is made of a video projection connected to art installation and book publication.

Background: We currently live in a time when consumers trust more on social media and less on traditional advertising as a source of information for their purchasing decisions. Social media and traditional advertising must be integrated somehow so that marketers can communicate more effectively with their target market. In this investigation, the influence of music influencers on consumer behavior is analyzed, getting to the conclusion that the benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. Purpose: The purpose of this study is therefore to explore what influence Latin American artists have on the behaviour of Latin American consumers and how companies can use these motivations to structure their own marketing campaigns. Method: In order to carry out the following research work, the following stages are proposed: Firstly, a theoretical framework will be elaborated using the methodology of literature review, secondly a qualitative research which will consist of an empirical analysis the instrument chosen for this is an interview with a professional in the sector. And finally quantitative research The survey is the instrument chosen to collect the information that will drive the quantitative research proposed for this study. Conclusion: The results suggest that artists have an influence on the purchasing behaviour of Ibero-American consumers. By establishing connections between literature review, empirical data and surveys, a significant relationship was found that affirms the theory. The study reveals evidence that consumers in general can be influenced by music as a formative variable of the environment or atmosphere. The benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. From there, marketers should take this research into account when implementing artists in their campaigns in Latin America.

This diploma thesis deals with a phenomenon of influencers - specifically how do these producers of media content perceive their audience. The goal of this diploma thesis is to identify and understand the behavior and culture of followers from the perspective of influencers in the context of media literacy. Nowadays anyone with an internet connection can become a follower of an influencer and basic knowledge about the cyberspace is not necessary. Thanks to the qualitative research among six different influencers this diploma thesis does offer theoretical and empirical point of view on a behavior, culture and media literacy of a young digital audience. The first part of the diploma thesis is dedicated to theoretical knowledge related to the digital audience, internet and danger that comes with the usage of cyberspace as well as media literacy in the context of a new media. The next part focuses on the interpretation of the methodology of research, followed by the presentation of results of the conducted research and their summary. Based on the research the author found out that participating influencers are aware of a connection between their behavior and hobbies and behavior and hobbies of their influencers. Subjects of the research perceive their audience in a positive way, their feedback is important to...

Studiens syfte är att undersöka influensers möjlighet att vara ett hjälpande verktyg i det brottsförebyggande arbetet som sker över sociala medier. Relevansen för studiens syfte kan diskuteras utefter det faktum att internetanvändningen är en stor del av svenskars vardag samt har en fortsatt ökning i användandet. För att besvara studiens frågeställningar har studien övergripande använt en kvantitativ metod, med inslag av kvalitativa aspekter, där bland annat webbenkäter användes för att belysa frågeställningarna utifrån allmänhetens perspektiv. Likväl har studien använt ett mailutskick, vilket syftar till att besvara frågeställningarna utifrån influensers perspektiv. Resultatet för studien baseras således på 423 enkätsvar samt svar från en influenser. Således diskuteras studiens resultat övergripande utefter enkätsvaren. Utefter det resultat som studien erhöll kan det diskuteras föreligga en möjlighet för influensers att vara en informationsspridande kanal i det brottsförebyggande arbetet. Detta då resultatet påvisar att respondenterna dels innehar ett förtroende för det influensers belyser likväl som de uppges vara mottagliga för kriminologiskt relevant information som presenteras på sociala medier. Resultatet visar att informationsspridningen fördelaktigen kan ske på plattformar vilka är videoanpassade, som exempelvis Instagram, Tiktok och Youtube. Likväl finns det ett stort intresse från allmänheten att influensers sprider information genom att dela myndigheters inlägg samt diskutera ämnet genom korrekt kunskap med källhänvisning. Avslutningsvis kan således influensers anses vara en bistående kraft inom det brottsförebyggande arbetet som sker över sociala medier, om detta görs utefter vissa premisser. / The aim of the study is to examine the possibility of influencers to be a helping hand in the area of crime prevention that takes place over the internet. The study's relevance can be discussed based on the fact that internet use is a large part of Swedes' everyday life and has a continued increase in use. To answer the study's purpose, the study overall used a quantitative method with elements of qualitative aspects. Web surveys were used to shed light on the issues from the public's perspective. Additionally, the study used e-mail interviews which aimed to answer the questions from the perspective of influences. The results for the study are based on 423 questionnaire responses, as well as one influencer. Thus, the results of the study are discussed overall according to the survey results. Based on the results obtained by the study, influencers' possibilities to be an information-disseminating channel in crime prevention work can be discussed. This result is based on respondents reporting a partial trust in what influencers illuminate, as well as they report being receptive to criminologically relevant information that is presented on social media. The results show that the dissemination of information can advantageously take place on platforms that are video-adapted, such as Instagram, Tiktok and Youtube. Furthermore, there is also reported a great interest in influencers spreading information by sharing the authorities' posts and discussing the subject through correct knowledge with correct references. In conclusion, influencers can thus be considered as an assisting force in the crime prevention work that cuts across social media, if this is done according to certain premises.

Instagram är en gratis mobilapplikation för socialt nätverk som ger privatpersoner, såväl som företag möjligheten att dela videos och fotografier med varandra. Idag fungerar Instagram även som en plattform för företags reklam och marknadsföring, vilket har påverkat användares konsument-och köpbeteende. Uppsatsens syfte är att undersöka om det finns några skillnader i köpbeteende mellan kvinnor och män efter de har blivit påverkade av reklam på plattformen Instagram och på så sätt bidra med kunskap som kan intressera företag i deras digitala marknadsföringsstrategier. Studien är genomförd genom en kvalitativ metod som innefattar semistrukturerade intervjuer samt ett frågeformulär. Frågeformuläret undersökte respondenternas konsumtion och vad som fick dem till att konsumera under tre veckors tid. Intervjuerna tillträde därefter och gav respondenterna ett större utrymme för fördjupning av personliga upplevelser. Slutsatsen visade på att männen och kvinnorna i studien har påverkats på olika plan. Kvinnorna i studien konsumerar efter de blivit påverkade av reklam på Instagram, männen gör inte det. Kvinnor har möjligen mer tillit för influensers och blir inspirerade medans männen i studien inte hade den tilliten. / Instagram is a free mobile application for social networking that gives individuals as well as companies the ability to share videos and photos with each other. Today, Instagram also serves as a platform for companies to do marketing on, which in turn has influenced users' consumer and buying behavior. The purpose of this thesis is to investigate whether there are any differences in buying behavior between women and men after they have been influenced by advertisement on the platform Instagram and to contribute with knowledge that may interest companies in their digital marketing strategies. The study is conducted through a qualitative method that includes semi-structured interviews and a questionnaire. The questionnaire examined the respondents' consumption and what made them consume for a period of three weeks. The interviews then took place and gave the respondents room for deepening their personal experiences. The conclusion showed that the men and women in the study have been affected on different levels. The women in the study consume after being influenced by advertisement on Instagram, the men in the study do not. Women may have more confidence in influencers and are inspired by them, while the men in the study did not have that confidence.

Bakgrund Digitaliseringen har kommit långt och samhället behöver anpassa sig efter dess utveckling. Idagsläget finns det olika typer av reklam som framhävs på olika sätt. På 1990-talet användes provokativ marknadsföring på ett annat sätt i jämförelse med dagsläget. På sociala medier har det blivit alltmer lättare att sprida information, därav har den provokativ marknadsföringen enstörre effekt. Syfte Syftet med denna studie är att ge en ökad förståelse av unga vuxnas attityd till provocerande marknadsföring på sociala medier. Metod Studien har utförts utifrån en kvalitativ ansats, 15 respondenter har intervjuats uppdelat i 4 gruppintervjuer. Med det insamlade data från intervjuerna samt i det teoretiska materialitet, har en analys kunnat utföras. Resultat Studien visade att många av respondenterna har blivit utsatta för provokativ marknadsföring, attityd gentemot denna typ av marknadsstrategi var mycket varierande. Marknadsföring generellt på sociala medier har respondenterna funnit en irritation, och med de provokativa marknadsföringen resulterade i att respondenterna fann ännu mer irritation. Respondenterna har fått ett förstående till varför små företag väljer att använda denna typ av marknadsföringsstrategi men de stora företagen som använder denna typ av marknadsföring förstår de sig inte på. Slutsats Studien kom fram till att respondenterna ansåg att denna marknadsföringsstrategi kan vara kontroversiell och provocerande beroende på vem det är som ser reklamen. Unga vuxna anser att provokativ marknadsföring är acceptabelt om de inte överskrider dess etiska aspekter. / Background Digitization has come a long way and society needs to adapt to its development. Currently, there are different types of advertising that are highlighted in different ways. In the 1990s, provocative marketing was used in a different way compared to the current situation. On social media, it has become increasingly easier to spread information, hence the provocative marketing has a greater effect. Purpose The aim of this study is to provide an increased understanding of young adult's attitudes towards provocative marketing on social media. Methodology The study has been carried out based on a qualitative approach, 15 respondents have been interviewed divided into 4 group interviews. With the collected data from the interviews as well as in the theoretical materiality, an analysis has been able to be carried out. Results The study showed that many of the respondents have been exposed to provocative marketing, attitudes towards this type of marketing strategy were very variable. Marketing in general on social media has been found irritating by the respondents, and with the provocative marketing resulted in the respondents finding even more irritation. The respondents have gained an understanding of why small companies choose to use this type of marketing strategy, but they do not understand the large companies that use this type of marketing. Conclusion The study concluded that respondents felt that this marketing strategy could be controversial and provocative depending on who is viewing the ad. Young adults consider provocative marketing to be acceptable as long as they do not overstep its ethical aspects.