Titel: Produktexponering på sociala medier - en studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut. Nivå: C-uppsats i ämnet företagsekonomi Författare: Maya Sundlöf och Malin Lund Handledare: Jonas Kågström Datum: 2015   Syfte: Vårt syfte är att undersöka om konsumenters inköpsbeslut och val av varumärke påverkas av exponering av produkter på bloggar respektive Snapchat.   Syftet med studien är att undersöka om konsumenter blir påverkade av kända personers produktexponeringar på deras bloggar och på deras Snapchat.   Metod: I studien genomfördes ett experiment med 98 deltagare som var uppdelade i fyra experimentgrupper. I studien blev en experimentgrupp exponerad av produkter från blogginlägg och en annan experimentgrupp blev exponerad av produkter från bloggares Snapchat. I resterande två experimentgrupper tillämpades defaulteffekten för att se om det skulle påverka deras val av varumärke.   Resultat & slutsats: Resultatet visar att Snapchat är den typ av social media som personer i större utsträckning blir påverkade av vid produktexponeringar. Bloggar påverkar i större utsträckning ett inköpsbeslut när kända personer ger rekommendationer. Vår slutsats är att Snapchat är ett fungerande marknadsföringsverktyg när det gäller att marknadsföra produkter och väcka uppmärksamhet hos personer. Bloggar är också ett fungerande marknadsföringsverktyg och påverkar konsumenten mest när någon vill marknadsföra ett varumärke för en produkt.   Förslag till fortsatt forskning: Se marknadsföring via sociala medier från ett företagsperspektiv, hur företagen tänker vid val av kända personer att marknadsföra sig via samt hur bloggare tänker vid val av företag att samarbeta med. Uppsatsens bidrag: Då bloggar visat sig vara ett bra marknadsföringsverktyg valde vi att genomföra en studie om Snapchat är ett likvärdigt marknadsföringsverktyg då forskningsområdet om detta är svagt. Vi har även undersökt om produktexponering påverkar konsumenters inköpsbeslut. Nyckelord: Sociala medier, celebrity endorsement, blogg, Snapchat, varumärke, defaulteffekt, personal branding / Title: Product Exposure on social media - a study on how blogs and Snapchat influence consumers' purchasing decisions. Level: Final assignment for Bachelor´s Degree in Business Administration: Marketing Author: Maya Sundlöf and Malin Lund Supervisor: Jonas Kågström Date: 2015   Aim: Our aim of this study is to investigate whether consumers' purchase decisions and brand of choice is affected by exposure of the products on blogs and Snapchat.   The purpose of this study is to investigate whether consumers are affected by known person’s product exposure on their blogs and on their Snapchat.   Method: The study conducted an experiment with 98 participants who were divided into four experimental groups. The study was an experimental group exposed to products from blog posts and another experimental group were exposed products from bloggers Snapchat. In the remaining two experimental groups were applied default effect to see if it would influence their choice of brand.   Results & Conclusion: The result shows that Snapchat is the kind of social media as people increasingly become affected by the product exposures. Blogs influences to a greater extent a purchase decision when famous people give recommendations. Our conclusion is that Snapchat is an effective marketing tool when it comes to marketing products and attract attention of people. Blogs are also an effective marketing tool and affects the consumer the most when someone wants to advertise a brand name for a product.   Suggestions for further research: Marketing on social media from a business perspective, how businesses in the choice of celebrity endorsement to work with and how do bloggers in the selection of companies to work with.   Contribution of the thesis: When blogs proved to be a good marketing tool, we chose to conduct a study on snapchat is an equivalent marketing then research on this is weak. We also investigated whether the product exposure affects consumers' purchasing decisions.   Key words: Social media, celebrity endorsement, blog, Snapchat, trademarks, default effect, personal branding

Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så ser vi också att influencerns publik, följare och andra intressenter, har börjat tröttna på det sponsrade materialet. Tidigare forskning på marknadsföring med hjälp av kända personer har visat att det finns ett negativt samband mellan mängden produkter som en känd person marknadsför och den kända personens source credibility. Forskarna fann i samband med studierna även att konsumentens köpintention och varumärkesattityd påverkades negativt. Vår studie ämnade därför dels till att undersöka om samma slutsatser går att dra för dagens influencers. Å andra sidan visar forskning att konsumentens relation till en känd person kan skilja sig från relationen till en influencer. Då konsumenter ofta upplever att de har en relation till de influencers som de följer på sociala medier kan detta påverka den minskade source credibility som annars skulle uppstå när en influencer publicerar en större mängd sponsrat material. Därför syftade denna studie även till att undersöka huruvida konsumentens intention och attityd påverkas av att konsumenten följer en influencer eller inte. För att kunna besvara studiens syfte och frågeställning genomfördes därför en experimentell studie på nätet. Deltagarna i studien slumpades in i en av två grupper där de exponerades för olika mängder sponsrat material. Experimentet avslutades med en enkät och grupperna jämfördes sedan för att se huruvida attityden gentemot influencern, köpintentionen och varumärkesattityden förändrades vid en större mängd sponsrat material. Enkäten möjliggjorde även vidare analys av hur attityder och intentioner påverkas av att konsumenten är följare eller inte. Resultatet visade att antal sponsrade inlägg som en influencer publicerar inte påverkar konsumentens köpintention, varumärkesattityd eller attityd gentemot influencern. Dock fann studien stöd för att en influencers source credibility påverkas beroende på om konsumenten är följare eller icke-följare, vilket i sin tur även påverkar konsumentens köpintention och varumärkesattityd. Vi fann även att source credibility påverkar köpintention och varumärkesattityd i båda fallen. Vi kan därmed dra slutsatsen att det är mindre viktigt för konsumenten hur många sponsrade inlägg en influencer publicerar. Det handlar snarare om huruvida man följer personen eller inte gällande hur konsumenten tar emot det sponsrade materialet. / Social media has in recent years grown and become an integrated part of people's everyday lives. The growth in popularity of social media has resulted in many companies moving parts of their marketing efforts to these platforms in the hope of getting a wider and more committed audience. An effect of the increased interest in social media marketing has been to sponsor people who have large numbers of followers, also called influencers, on social media platforms such as Instagram, Twitter and Youtube. While sponsoring influencers is becoming more common, we also see that the influencer audience has begun to grow tired of the sponsored material. Earlier research on celebrity marketing has shown that there is a negative relationship between the amount of products that a celebrity endorses and the endorser's source credibility. Researchers also found that the consumer's purchase intention and brand attitude were negatively affected. Our study therefore aimed to investigate whether the same conclusions can be drawn for influencers. On the other hand, research shows that the consumer's relationship with celebrity may differ from the relationship to an influencer. Because consumers often experience that they have a relationship to the influencers that they follow on social media, this can affect the reduced source credibility that would otherwise occur when an influencer publishes a larger amount of sponsored content. Therefore, this study also aimed to investigate whether the consumer's purchase intention and attitude is influenced by the consumer following an influencer or not.In order to answer the purpose of the study, an online experiment was conducted. Participants in the study were randomized into one of two groups where they were exposed to different amounts of sponsored material. The experiment was completed with a survey and the groups were compared to see if the attitude towards the influencer, purchase intentions and brand attitude changed when the participant was exposed to a larger amount of sponsored material. The survey also enabled further analysis of how attitudes and intentions are affected by the consumer being a follower or not. The result showed that the number of sponsored posts published by an influencer does not affect the consumer's purchase intention, brand attitude or the source credibility of the influencer. However, the study found that an influencer's source credibility was affected by whether the consumer is a follower or non-follower, which in turn also affects the consumer's purchase intention and brand attitude. We also found that source credibility affects purchase intention and brand attitude in both cases. We can therefore conclude that it is less important for the consumer how many sponsored posts an influencer publishes. It is more about whether the consumer follows the influencer or not, than about how the consumer receives the sponsored material. The following thesis is written in Swedish.

The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.

Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. Because of the expansive usage of celebrities in advertising as well as the ongoing increase of competition, the development for further efficiency in celebrity endorsement is essential for creating efficient advertisements. The foundation of this thesis relies upon the meaning transfer model (McCracken, 1989) as well as the source effects model (Ohanian, 1990). Purpose This thesis intends to investigate how the different source effects within celebrity endorsement are appealing to the various consumers based on their age and gender. To be able to further investigate into the nature of the differences between genders, we will observe how gender stereotypical- and gender neutral products are perceived by the consumers and the role that the gender of the endorser plays in celebrity endorsement. Method In order to fulfill the purpose of this thesis, an abductive study was conducted by the usage of both quantitative and qualitative data. The data was collected through a questionnaire, both among the members of Bryngfjorden GK and students at Jönköping International Business School, and focus groups with participants representing the overall population of Sweden. Conclusion We have identified numerous of different characteristics of the consumers that will influence their perception of celebrity endorsers in advertisements, thus depending on age and gender. Mainly we have found is that younger consumers put a large emphasis on the attractiveness effect of the celebrity endorser compared to older people who rather emphasize on the credibility effects of the endorser. Further we have found explanations for how different product types are dependent on the gender of the consumer, as well as the gender of the endorser, for creating an effective advertising message.

I denna uppsats har två filmer ur kampanjserien The Spirit of Travel från lyxmodevarumärket Louis Vuitton analyserats med syftet att undersöka om det är någon skillnad i att marknadsföra sig med eller utan celebrity endorsement. De frågeställningar jag ämnat besvara är vilka kärnvärden och attribut som kommer tilltals, hur förkroppsligandet skiljer sig åt i de två filmerna samt vilken betydelse en celebritet kan ha för ett varumärke. Filmerna fungerar som reklamkampanj för varumärkets produkter samtidigt som de agerar resekatalog. De båda filmerna utspelas på tropiska destinationer, den ena med ett antal till synes anonyma fotomodeller och den andra med två välkända celebriteter. Studien har utförts med den kvalitativa analysmodellen semiotisk bildanalys vilket jag kombinerat med en retorisk analys då filmerna innehåller både bild, text och berättarröst. Jag har använt mig av en befintlig modell för att undersöka hur mening överförs från varumärke genom celebritet till konsument. Denna modell har jag applicerat på mitt empiriska material för att se vilken typ av identifikationsform vi som mottagare känner gentemot Louis Vuitton och vad det faktiskt är vi mottagare identifierar oss med. Varumärkets vision är att konsumenterna ska se resan som själva upplevelsen och inte destinationen. Varumärkets kärnvärden resa, historia och hantverk framställs tydligt i de båda filmerna. Analysen har visat att celebriteterna förmedlar självsäkerhet, styrka, oräddhet och nyfikenhet. Celebriteterna förhöjer produkterna och får dem att kännas ännu mer exklusiva. Fotomodellerna å andra sidan framstår mer som rekvisita vilket förstärks av de poser de arrangerats i för att framhäva varumärkets produkter. Av analysen utläser jag att de identitetsdrag vi som mottagare borde vilja identifiera oss med förutom kropparna och celebriteternas skönhet, är styrka. Analysen har visat att användningen av celebriteter i marknadsföring således är ett sätt för både celebritet och varumärke att marknadsföra sig genom. En fotomodell är inte kapabel att skapa samma individualisering och karaktärisering i samma utsträckning som en celebritet vilket visat sig tydligt i denna studie.

TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING / El celebrity endorsement corresponde a una estrategia de comunicación, la cual frecuentemente puede ser vista en diversos avisos de diferentes marcas. Hasta ahora ha sido estudiada mayormente en medios tradicionales como la televisión, diarios y revistas, sin embargo poco se ha investigado sobre sus efectos en medios online, específicamente redes sociales. Este estudio propone un experimento factorial, donde se pretende comparar los efectos a niveles cognitivos, afectivos y conductuales de cuatro piezas publicitarias, que alternan tanto el medio: online/offline y como el nivel de explicitness en la comunicación; explícito/implícito. El estudio se realizó con la red social Instagram, ya que esta tiene un uso frecuente en la población joven chilena, además de un mayor engagement o interacción por publicación que otras redes sociales como Facebook y Twitter (Elliot, 2015). Junto con esto resulta una medio idea para las marcas, puesto que al solo poder compartir fotos o vídeos y estar diseñada para aplicaciones móviles, permite ver publicaciones y/o publicidades de las marcas y celebridades en cualquier lugar y momento. Los resultados muestran mejores resultados cognitivos en el medio online y con mensajes implícitos, mientras que los resultados a nivel afectivo resultan superiores cuando se hace publicidad explícita en medios offline. A nivel conductual se observa acciones explícitas tienen una leve mejor respuesta, sobre todo en el medio online. Muchos de estos hallazgos coinciden con la literatura previa, mientras que otros que no habían sido tan estudiados resultan ser muy interesantes. Las implicancias de estos resultados son discutidos al final del estudio.

Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement. This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness. Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.

Background – Celebrity endorsement has been researched to a great extent, however the main focus of the previous research has been about the effectiveness and the neg-ative/positive information about the celebrity and the brand. Additionally, previous studies on gender differences have been conducted; however it has not been done in consideration with celebrity endorsement in the fashion industry. Purpose – This study aims to examine if there is a difference between how men and women perceive celebrity endorsement in the fashion industry. The purpose is to gain a deeper understanding of factors that affects how genders perceive celebrity endorsement, and lastly to research if the celebrity endorsement has a positive or negative effect on the brand endorsed. Method – The theoretical framework was tested through focus groups conducted with students from Jönköping University. It was also researched through an online questionnaire that was spread to the author’s personal networks via social media. The questions have been designed according to the AIDA-framework to help address im-portant steps that the consumer goes through. Conclusion – The findings suggests that there is a difference between how men and women perceive celebrity endorsement. The women analyze different cues to a greater extent and tend to be more skeptical, while the men focus mostly on the prominent cues. Moreover, the findings show that both men and women are more at-tentive to a male celebrity endorser than a female celebrity endorser.

<p>Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be <em>local</em> celebrity endorsement.</p><p>This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness.</p><p>Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.</p>

Celebrities used in advertising has recently been something that consumers have come in contact with on a daily basis. Corporations use celebrities and their attributes as positive reinforcement and association towards the company or their marketed product. Through increased usage of media, the consumers to this advertising technique have been given an opportunity towards better insight into celebrities’ daily life. People are not only receivers of advertising, they are also media producers for the medias agenda. This makes everyone significant in the distribution of advertising. The area of research is called Celebrity Endorsement. All theories within the area presume that all receivers interpret the message in the same manner. In classic communication research there are theories like habitus, encoding and decoding that are the basis for a receiver perspective. These theories are aimed inter alia at people’s past experience influences how people act in a social structure and the receiver thus detects the communication in different ways. In this study, we have therefore created a deeper understanding of consumer’s perspective in celebrity endorsement for further find links to the theories of classical communication research. In this study we want to create a deeper understanding from the perspective of the receiver of celebrity endorsement. This study is also to find connections to theories within classical communications research. The study will also investigate deeper to understand how people within the same target audience are decoding celebrity and advertising activities. To reach a result we have used a qualitative reception analysis, where focus groups from different target audiences has been used. Within the focus groups discussions of current TV-commercials and fictitious cooperation between celebrities and corporations were used for the participants to express their opinion of celebrities in advertising. The study’s result is summarized in four different perspectives, which emerged from the empirical material. The first perspective has been analyzed from the participants’ earlier experiences. The second perspective deals with the participants’ self-knowledge and differences in their capability to objectively being able to analyze their own, as well as the others capability of decoding the messages. The studies third perspective affects the participants’ confessions. This includes further differences in the participants reasoning and confessing or not confessing to celebrity endorsements impact on them. In the last perspective it is described how participants used irony to make a difficult topic easier to talk about. The result of our study shows that advertising with celebrities are decoded in more ways than are described in the models within celebrity endorsement and that classical communication research should be implemented Keywords: Celebrity endorsement, celebrity, encoding, decoding, habitus, Stuart Hall, Pierre Bourdieu, trademarks, brand