Against the background of evidence that parent involvement benefits learners, parents, schools and communities, a need has arisen for effective parent involvment strategies to be developed particularly in rural and disadvantaged communities. A literature study investigated models of parent involvementand the provision of education in North West Province. Barriers to parent involvement in schools were also investigated. A qualitative methodology was used to investigate parent involvement in three rural schools in North West Province. Data were gathered by means of observation, semi-structures focus group interviews with parents and educators and semi-structures in-depth interviewswith principals of participating schools. Thus parents and educators blame each other for lack of participation. Other findings relate to the lack of resources and facilities in schools. Guidelines for proper parent involvement were proposed. / Educational Studies / M.Ed. (Comparative Education)

The purpose of this study was to examine involvement of African refugee parents in the education of their elementary school children. The setting of the study was Northern and Southern Texas. African refugee parents and their children's teachers completed written surveys and also participated in interviews. In the study's mixed-method design, quantitative measures provided data about parent involvement at home, parent involvement at school, frequency of parent-teacher contact, quality of parent-teacher relationship, parent endorsement of children's schools, and barriers to parent involvement. Qualitative data from the open-ended questions provided data on barriers and strategies to improve involvement. Sixty-one African refugee parents responded to the survey and also participated in an in-depth face-to-face or telephone interview. Twenty teacher participants responded to an online survey. Quantitative data gathered from the parent and teacher surveys were analyzed using frequency distributions and analyses of variance. Qualitative data were analyzed by summarizing and sorting information into different categories using Weft QDA, an open-source qualitative analysis software. From these data, I identified barriers to African refugee parent involvement in their children's schools, as well as challenges that teachers face as they try to involve African refugee parents. Results of analyses of variance revealed statistically significant differences in parent involvement between African refugee parents with limited English proficiency and those with high English proficiency. A key finding of the research was that, whereas the overall level of parent involvement for African refugee parents was low, a major barrier to involvement was language. Teachers and parents cited enrolment in English as a second language programs as the best strategy to enhance parent involvement of African refugees. Additionally, parents who reported higher education levels were more involved in their children's education both at home and at school. All groups of African refugee parents reported high endorsement of their children's school. Strategies suggested to improve involvement include the use of interpreters and parent education on importance of involvement.

Cette recherche doctorale vise à comprendre et interpréter les conditions d’émergence d’un engagement chez des jeunes en situation de marginalité. Des études ont montré que cette situation peut-être un frein important à l’engagement, en raison d’un manque de ressources personnelles, organisationnelles, ou culturelles. Généralement, on a tendance à insister sur le fait que « les jeunes » ne veulent plus militer. Pourtant, d’importantes actions collectives (mouvements étudiants ou communautaires) ou initiatives citoyennes personnelles (écriture de blogues ou signature de pétitions) viennent contredire cette affirmation. En fait, certaines prises de position, dans la sphère privée notamment, échappent à toute analyse classique et sont prises pour un non-engagement, de l’individualisme voire de l’apathie. À partir d’une approche qualitative, exploratoire et interprétative, le dispositif méthodologique de cette thèse privilégie l’observation participante et les entretiens de groupe afin de recueillir le point de vue des jeunes et d’observer un certain nombre d’actions collectives. C’est par le truchement d’organismes communautaires de jeunesse (OCJ) montréalais qu’une centaine de jeunes ont été rencontrés, de septembre 2010 à décembre 2011. L’analyse itérative du corpus de données s’est inspirée des principes de la théorisation ancrée (grounded theory). Un premier niveau d’analyse descriptive a permis de mettre en exergue les contraintes et les conditions d’émergence de l’engagement ainsi que les performances des jeunes en situation de marginalité. Les différentes formes d’engagement ont ensuite été explorées puis mises en perspective dans différents espaces : « original », « intermédiaire » et « négatif ». L’espace original correspond, dans cette thèse, aux moyens d’actions traditionnels (vote, militantisme politique). Nos résultats montrent que le positionnement des jeunes dans ce cadre est très tranché. En fait, non seulement ces modes d’actions émergent rarement mais, s’ils existent, sont le plus souvent soutenus par des intervenants. Dans un autre espace, les jeunes développent parfois des postures particulières, plus radicales ou, au contraire, des postures de retrait, de non-engagement. Cela se rapporte à ce qu’il conviendrait d’appeler l’espace négatif. Dans ce cas, les contraintes de la situation de marginalité poussent certains jeunes à mettre à distance l’engagement et à se situer aux marges des espaces de participation. L’opposition à toutes formes traditionnelles d’engagement amène des jeunes à envisager des moyens d’action plus radicaux que l’on peut également circonscrire dans cet espace négatif. On trouve au final une tout autre dynamique selon laquelle des jeunes prennent position au sein de ce que l’on a appelé l’espace intermédiaire. Les territoires et les modes d’action sont alors aussi éclectiques que la rue, l’entourage personnel, ou la création artistique underground. Si les rapports à l’engagement des jeunes rencontrés sont complexes, parfois ambivalents, ils révèlent toutefois la recherche d’une alternative, la construction de modes d’action particuliers. Une analyse dynamique des contraintes et des conditions d’émergence de l’engagement des jeunes en difficulté montre que leurs prises de position dépassent la simple dialectique engagement/non-engagement. Ainsi, ce que l’on pourrait appeler un « alter-engagement » se dessine à travers les prises de position de ces jeunes, particulièrement au sein de l’espace intermédiaire. Ce concept est développé pour mettre en évidence les formes d’engagement plus intimes, plus communautaires ou plus artistiques. L’alter-engagement se définit alors comme une forme de prise de position critique, impolitique, en réaction à la fois à l’engagement traditionnel, à une posture de retrait et à une posture plus radicale. / This doctoral research attempts to outline the understanding and interpretation of the conditions leading to the emergence of engagement of young people on the fringe of society. Studies have shown that being on the fringe is a serious obstacle to engagement, due to a lack of personal, organizational and cultural resources. The general tendency is to emphasize the fact that young people do not want to be activists, when in fact, significant collective actions (student or community movements) or initiatives led by individual citizens (blogging or signing petitions) contradict these assertions. In fact, in some cases, taking a standpoint, particularly within the private sphere, elude all analyses and are mistaken for non-involvement, individualism or even apathy. Based on a qualitative, exploratory and interpretative approach, the methodological process of this research favors participative observation and focus groups in order to collect the point of view of young people on the subject of their engagement or non-engagement, as well as observing a certain number of collective actions. Through the intervention of community organizations for young people (OCJ) in Montreal, we were able to meet with about hundred young people between September 2010 and December 2011. The iterative data analysis is based on the principles of Grounded Theory. The first level of descriptive analysis allowed us to highlight the constraints and conditions of the emergence of involvement, as well as performances of youths on the fringe of society. Various forms of engagement have been explored, then put in perspective of the following spaces: “original”, “intermediary” and “negative”. The “original” space corresponds, in this research, to traditional means of action (voting, political activism). Our results show that the positioning of young people within this frame is much divided. In fact, not only do these modes of action rarely emerge, but when they do, they are mostly supported by social worker. In another space, young people sometimes develop particular, more radical positions or, on the contrary, positions of withdrawing and non-involvement. This reflects what could be called a negative space. In that case, constraints inherent to their marginal situation push some young people to distance themselves from engagement and to position themselves at the margin of the spaces of involvement. Opposition to all traditional forms of engagement leads some young people to consider more radical forms of action that may also be included in that negative space. Finally, one finds totally different dynamics as to how some young people position themselves within what we have called the intermediary space. The scope and preferred means of action are as eclectic as the street itself, the personal social circle or the underground creative production. More complex and sometimes ambivalent, the positioning of the young people we have met towards engagement demonstrates a search for an alternative: the elaboration of particular means of action. The dynamic analysis of the constraints and conditions of emergence of engagement of young people shows that their positioning youths go beyond the simple dialectics of involvement vs. noninvolvement. Thus, what could be called “alter-engagement” emerges through the positioning of these young people, particularly within the intermediary space. This concept is developed to outline forms of engagement that are more intimate, more linked to the community or to artistic forms of expression. Alter-engagement therefore defines itself as a critical, a-political standpoint, in reaction at the same time towards traditional engagement, positions of withdrawing and more radical positions.

Cette recherche doctorale vise à comprendre et interpréter les conditions d’émergence d’un engagement chez des jeunes en situation de marginalité. Des études ont montré que cette situation peut-être un frein important à l’engagement, en raison d’un manque de ressources personnelles, organisationnelles, ou culturelles. Généralement, on a tendance à insister sur le fait que « les jeunes » ne veulent plus militer. Pourtant, d’importantes actions collectives (mouvements étudiants ou communautaires) ou initiatives citoyennes personnelles (écriture de blogues ou signature de pétitions) viennent contredire cette affirmation. En fait, certaines prises de position, dans la sphère privée notamment, échappent à toute analyse classique et sont prises pour un non-engagement, de l’individualisme voire de l’apathie. À partir d’une approche qualitative, exploratoire et interprétative, le dispositif méthodologique de cette thèse privilégie l’observation participante et les entretiens de groupe afin de recueillir le point de vue des jeunes et d’observer un certain nombre d’actions collectives. C’est par le truchement d’organismes communautaires de jeunesse (OCJ) montréalais qu’une centaine de jeunes ont été rencontrés, de septembre 2010 à décembre 2011. L’analyse itérative du corpus de données s’est inspirée des principes de la théorisation ancrée (grounded theory). Un premier niveau d’analyse descriptive a permis de mettre en exergue les contraintes et les conditions d’émergence de l’engagement ainsi que les performances des jeunes en situation de marginalité. Les différentes formes d’engagement ont ensuite été explorées puis mises en perspective dans différents espaces : « original », « intermédiaire » et « négatif ». L’espace original correspond, dans cette thèse, aux moyens d’actions traditionnels (vote, militantisme politique). Nos résultats montrent que le positionnement des jeunes dans ce cadre est très tranché. En fait, non seulement ces modes d’actions émergent rarement mais, s’ils existent, sont le plus souvent soutenus par des intervenants. Dans un autre espace, les jeunes développent parfois des postures particulières, plus radicales ou, au contraire, des postures de retrait, de non-engagement. Cela se rapporte à ce qu’il conviendrait d’appeler l’espace négatif. Dans ce cas, les contraintes de la situation de marginalité poussent certains jeunes à mettre à distance l’engagement et à se situer aux marges des espaces de participation. L’opposition à toutes formes traditionnelles d’engagement amène des jeunes à envisager des moyens d’action plus radicaux que l’on peut également circonscrire dans cet espace négatif. On trouve au final une tout autre dynamique selon laquelle des jeunes prennent position au sein de ce que l’on a appelé l’espace intermédiaire. Les territoires et les modes d’action sont alors aussi éclectiques que la rue, l’entourage personnel, ou la création artistique underground. Si les rapports à l’engagement des jeunes rencontrés sont complexes, parfois ambivalents, ils révèlent toutefois la recherche d’une alternative, la construction de modes d’action particuliers. Une analyse dynamique des contraintes et des conditions d’émergence de l’engagement des jeunes en difficulté montre que leurs prises de position dépassent la simple dialectique engagement/non-engagement. Ainsi, ce que l’on pourrait appeler un « alter-engagement » se dessine à travers les prises de position de ces jeunes, particulièrement au sein de l’espace intermédiaire. Ce concept est développé pour mettre en évidence les formes d’engagement plus intimes, plus communautaires ou plus artistiques. L’alter-engagement se définit alors comme une forme de prise de position critique, impolitique, en réaction à la fois à l’engagement traditionnel, à une posture de retrait et à une posture plus radicale. / This doctoral research attempts to outline the understanding and interpretation of the conditions leading to the emergence of engagement of young people on the fringe of society. Studies have shown that being on the fringe is a serious obstacle to engagement, due to a lack of personal, organizational and cultural resources. The general tendency is to emphasize the fact that young people do not want to be activists, when in fact, significant collective actions (student or community movements) or initiatives led by individual citizens (blogging or signing petitions) contradict these assertions. In fact, in some cases, taking a standpoint, particularly within the private sphere, elude all analyses and are mistaken for non-involvement, individualism or even apathy. Based on a qualitative, exploratory and interpretative approach, the methodological process of this research favors participative observation and focus groups in order to collect the point of view of young people on the subject of their engagement or non-engagement, as well as observing a certain number of collective actions. Through the intervention of community organizations for young people (OCJ) in Montreal, we were able to meet with about hundred young people between September 2010 and December 2011. The iterative data analysis is based on the principles of Grounded Theory. The first level of descriptive analysis allowed us to highlight the constraints and conditions of the emergence of involvement, as well as performances of youths on the fringe of society. Various forms of engagement have been explored, then put in perspective of the following spaces: “original”, “intermediary” and “negative”. The “original” space corresponds, in this research, to traditional means of action (voting, political activism). Our results show that the positioning of young people within this frame is much divided. In fact, not only do these modes of action rarely emerge, but when they do, they are mostly supported by social worker. In another space, young people sometimes develop particular, more radical positions or, on the contrary, positions of withdrawing and non-involvement. This reflects what could be called a negative space. In that case, constraints inherent to their marginal situation push some young people to distance themselves from engagement and to position themselves at the margin of the spaces of involvement. Opposition to all traditional forms of engagement leads some young people to consider more radical forms of action that may also be included in that negative space. Finally, one finds totally different dynamics as to how some young people position themselves within what we have called the intermediary space. The scope and preferred means of action are as eclectic as the street itself, the personal social circle or the underground creative production. More complex and sometimes ambivalent, the positioning of the young people we have met towards engagement demonstrates a search for an alternative: the elaboration of particular means of action. The dynamic analysis of the constraints and conditions of emergence of engagement of young people shows that their positioning youths go beyond the simple dialectics of involvement vs. noninvolvement. Thus, what could be called “alter-engagement” emerges through the positioning of these young people, particularly within the intermediary space. This concept is developed to outline forms of engagement that are more intimate, more linked to the community or to artistic forms of expression. Alter-engagement therefore defines itself as a critical, a-political standpoint, in reaction at the same time towards traditional engagement, positions of withdrawing and more radical positions.

Against the background of evidence that parent involvement benefits learners, parents, schools and communities, a need has arisen for effective parent involvment strategies to be developed particularly in rural and disadvantaged communities. A literature study investigated models of parent involvementand the provision of education in North West Province. Barriers to parent involvement in schools were also investigated. A qualitative methodology was used to investigate parent involvement in three rural schools in North West Province. Data were gathered by means of observation, semi-structures focus group interviews with parents and educators and semi-structures in-depth interviewswith principals of participating schools. Thus parents and educators blame each other for lack of participation. Other findings relate to the lack of resources and facilities in schools. Guidelines for proper parent involvement were proposed. / Educational Studies / M.Ed. (Comparative Education)

Tidigare forskning har visat att kundinvolvering kan ske på olika nivåer, där dehögsta nivåerna bidragit till bland annat ökad kundnöjdhet, konkurrenskraftigafördelar och förbättrat införande av nya tjänster hos organisationerna. Syftet medstudien har varit att bidra med kunskapsutveckling kring Radikal Kundinvolveringinom tjänstesektorn. Begreppet var nytt för forskningsområdet och få tidigarestudier visade effekterna av djupgående kundinvolvering. Den teoretiskareferensramen inleddes med kundfokus inom Offensiv kvalitetsutveckling,kundengagemang och kundinvolvering för att slutligen mynna ut i begreppetRadikal Kundinvolvering. Den kunskapsteoretiska utgångspunkten i studien harvarit hermeneutisk med abduktiv ansats. Kvalitativa djupintervjuer har använts sommetod för datainsamling. Till intervjuerna valdes fyra organisationer sombedömdes ha arbetat med Radikal Kundinvolvering och frågor rörandeerfarenheter, effekter och framtidsutsikter ställdes utifrån en semistruktureradintervjumall. Intervjumaterialet analyserades med utgångspunkt frånforskningsfrågorna. Förutom att stärka resultaten från tidigare forskning, visadeförfattarnas slutsats på att organisationerna kombinerade olika metoder förkundinvolvering och att effekterna av Radikal Kundinvolvering blev stärktorganisationskultur, ökad kommunikation och delaktighet. Arbetet ledde också tillatt kundgrupper vars åsikter vanligtvis inte fångades genom traditionella metoderblev hörda. / Previous research shows that customer involvement can occur on different levels,where the highest ones have had effects like increased customer satisfaction,competitive advantages and improved introduction of new services for theorganisations. The purpose of the study was to develop a deeper knowledge ofRadical Customer Involvement within service development. The term was new tothe field of research the and few studies had mentioned the effects of deepercustomer involvement. The theoretical framework leads the reader from customerorientation within Total Quality Management, customer engagement and customerinvolvement to Radical Customer Involvement. The research method washermeneutic with an abductive approach. Qualitative in-depth interviews wereused to collect data. Four organisations that were considered working with RadicalCustomer Involvement were chosen for the study and questions involvingexperiences, effects and the future of the field were asked with the help of a semi-structured interview guide. The analysis was based on the questions of the study.Besides strengthening previous research, the authors conclusion showed that theorganisations combined different methods of customer involvement and thatRadical Customer involvement had positive effects on the organisations culture,communication and participation. It also helped raise the voice of customers thattraditional methods were unable to reach. / <p>2019-06-27</p>

The purpose of this study was to explore whether school-based decision making (SBDM) impacts student achievement. Specifically, the study involved determining if the degree of teacher involvement in SBDM across eight decision dimensions differed between schools that demonstrated the most and schools that demonstrated the least district improvement in student achievement. The population consisted of elementary schools in a large urban school district with more than ten years of SBDM implementation. Student achievement scores from 1993 to 1995 were examined for all 68 elementary schools. Based on degree of improvement for fourth grade scores over the three years, 15 schools from the 25% most improved and 15 schools from the 25% least improved were selected for study. Schools from the two extreme-groups sample were matched on five demographic variables. The Teacher Involvement Participation Scale—TIPS-2 (Russell,1992), an instrument for measuring the degree of SBDM in eight different decision dimensions, was given to all certified personnel at each school. A return of 575 surveys represented 63% of the sample schools' staff. Two short questionnaires were administered to principals and SBDM teams to collect descriptive data. Findings, using MANOVA followed by univariate tests, indicated significant differences between groups in six of the eight SBDM decision dimensions. The most improved schools had a higher degree of participation (p < .01) in SBDM decisions in dimensions of: 1) goals/vision/mission, 2) curriculum/instruction, 3)standards, and 4) facilitating procedures/structures. Although neither group participated widely in decisions about staffing and operations, the most improved schools were more involved in those decisions than the least improved schools (p < .05). No significant difference was found between the two groups in the dimensions of budget and staff development. It is concluded that student achievement is positively impacted by greater participation in SBDM in at least six of eight SBDM dimensions, with "goals/vision/mission" and "curriculum/instruction" being the most critical factors. Although these findings indicate that SBDM contributes to improved student achievement, further research is needed to determine if this study's findings are supported.

Begreppet brukarsamverkan lyftes fram i Sverige i samband med WHO ́s Sundsvalls-konferens 1991 som ”essensen i det demokratiska folkhälsoarbetet”. Samverkan, där handikapp- och patientorganisationer är delaktiga i planering av hälso- och sjukvård har varit aktuellt i mer än 35 år, man utvecklade former för handikappråd redan 1970. Ändå finns det mycket lite empirisk forskning på området. Syftet med uppsatsen är att få en fördjupad kunskap om brukarsamverkan samt att erhålla ett vidare perspektiv genom att jämföra utvecklingen i Sverige med Storbritannien utifrån frågeställningarna: Vilka motiv finns för samverkan, vilka faktorer påverkar och vilka former finns för samverkan och hur stämmer dessa med existerande teorier? Arbetet är upplagt i tre delar, en litteraturstudie med material från Storbritannien, en dokumentanalys av material från Stockholms läns landsting och en intervjuundersökning som gjordes 1999 med representanter för förvaltning, sjukhus och handikapporganisationer inom SLL. Resultatet visar att brukarsamverkan anses som något önskvärt i bägge länderna. Motiven beskrivs som fördjupad demokrati, en förbättring av vårdkvalité genom överföring av kunskap och erfarenhet från brukare till de som planerar och beslutar om vård. Ett tredje motiv skulle kunna vara att ”förankra” neddragningar och ge underlag till prioriteringar, något organisationerna inte vill delta i. Trots att samverkan i Sverige underlättas av folkrörelsetraditionen med många erkända organisationer, hindras effektiv samverkan av oklara definitioner, diffusa mål och orealistiska krav på organisationernas representanter. Aktiviteten stannar på en nivå som stämmer med begreppen ”konsultation” eller ”samråd / The concept of “user involvement”/collaboration in Sweden was described at WHO:s conference in Sundsvall 1991 as “the essense of a democratic health promotion approach”. User involvement in the form of handicap or patients ́ organizations participating in the planning of health care has been of interest for more than 35 years. Work had begun with user groups in Sweden as early as 1970, but there is very little empirical research in the area.The purpose of this dissertation is to further knowledge in the area of user involvement/ patient collaboration and to gain a wider perspective by comparing developments in Sweden with the United Kingdom. What are the motives behind user involvement? What factors influence user involvement? What forms exist and how do they compare with existing theory on collaboration? The dissertation is in 3 parts: A literature study based on material from the United Kingdom, an analysis of official documents from the Stockholm County Council and an interview study from 1999 with representatives from health care administration and patient organizations. Motives for user involvement/collaboration are improved democracy as well as improved quality by making use of the knowledge and experience of health care users. User involvement may also be a method for legitimizing reductions of resources and prioritizations, a practice which the handicap movement doesn ́t wish to be part of. Despite the extensive Swedish tradition of participation in organizations and interest groups, effective collaboration is hindered by unclear definitions, diffuse goals and unrealistic demands on the organizations ́ representatives. The resulting activity can most often be characterized as “consultation” rather than “collaboration / <p>ISBN 91-7997-130-X</p>

Idag kopplas ofta etik inom användarmedverkan till behovet av användare i utvecklingsstadiet av IT-produkter. Det är svårt att hitta etiska riktlinjer för bemötande av användare genom en projektprocess. I denna studie hanterades detta genom att identifiera etiska temaområden relaterade till bemötande och samarbete med användare genom en litteraturstudie. Studien syftar till att undersöka hur praktiker hanterar utmaningar som de upplever vid användarinvolvering i ett IT-projekts olika stadier. Den syftar även till att ge praktiker stöd vid upptäckt och hantering av etiska utmaningar. Med intervjuer har praktikers nuvarande lösningar på upplevda problem identifierats och utmaningar verifierats. Intervjuade praktiker reflekterande inte över sitt beteende angående hur de hanterar etiska utmaningar. Det framgår tydligt att utmaningar ofta hanterades när de uppstod, istället för att förebyggas. Studien resulterar i ett lösningsförslag i form av utbildning och konkretiserande av etiska koncept som kan användas som stöd vid utmaningar inom användarinvolvering. / Nowadays ethics within user involvement will often be linked to the need for users in the development stage of IT-products. It is hard to find ethical guidelines regarding the treatment of users throughout a project process. In this study that is approached by identifying ethical themes, related to treatment of users, and cooperation with users through a litterateur review. The study aims to investigate how practitioners solve challenges they experience in user involvement throughout all the stages of an ITproject. It also aims to give practitioners support in finding and managing ethical challenges. With interviews, practitioners’ current solutions to experienced problemshave been identified and challenges have been verified. Interviewed practitioners did notconsider how they manage ethical challenges. It is obvious challenges often get approached when they appear, rather than get prevented. The study results in a proposal regarding ethical solutions as education and substantiating ethical concepts which can be used as support to solve challenges within user involvement.

Författare: Hanna Eriksson, Zara Lood Lindqvist, Alexandra Uhrberg Handledare: Åsa Lindström Examinator: Bertil Hultén Kurs: Examensarbete 30 hp, Civilekonomprogrammet inriktning marknadsföring, Linnéuniversitetet Kalmar, VT 2017, 4FE63E Forskningsfråga: Hur påverkas konsumenter av influencer marketing i jämförelse med annonsering på sociala medier där influencers inte förekommer, vid köpbeslut för low involvement-produkter? Syfte: Denna studies syfte är att analysera och diskutera influencers inverkan på konsumenters köpbeslut för low involvement-produkter. Genom att ta hänsyn till kostnadsbilden för influencer marketing och övrig annonsering på sociala medier samt studera och analysera hur konsumenter uppfattar annonsering i sociala medier för low involvement-produkter med, respektive utan, influencers ämnar studiens författare att generera indikationer kring värdet av en influencer i den unika kontexten. Utöver att generera kunskap på ett nytt och snabbföränderligt teoretiskt område syftar studien till att bidra med praktiska implikationer gällande hur företag som säljer low involvement-produkter samt byråer, vilka har dessa företag som uppdragsgivare, kan förhålla sig till influencers på sociala medier i sin marknadsföringsstrategi. Metod: Detta examensarbete har en induktiv ansats, ett explorativt syfte och en kvalitativ forskningsmetod har använts. Datainsamlingen har skett genom fokusgrupper och ett kvasiexperiment med konsumenter samt semistrukturerade intervjuer med branschrepresentanter. Resultat och slutsatser: Influencer marketing väcker uppmärksamhet i större utsträckning än annan annonsering på sociala medier. Det är dock möjligt att väcka uppmärksamhet genom social medie-annonsering utan influencers för low involvement-produkter. Det är mer troligt att konsumenter påverkas av social medie-annonsering utan influencers då det rör sig om starka varumärken. Vid influencer marketing spelar varumärket inte lika stor roll. Influencer marketing och övrig annonsering i sociala medier kan upplevas som trovärdigt, av olika anledningar.  Teoretiskt bidrag och praktiska implikationer: Konsumenter bortser i vissa fall från influencer marketing för low involvement-produkter då de inte är i behov av expert-utlåtanden för den här typen av produkter. De kan dock agera på influencers rekommendationer av low involvement-produkter för att minska den kognitiva ansträngningen. Konsumenter tenderar att uppfatta annonsering i sociala medier utan influencers som positiv då low involvement-produkten framställs tydligt och på ett tilltalande sätt. Både för- och nackdelar med influencer marketing respektive annonsering i sociala medier för low involvement-produkter har identifierats. Influencer marketing kan vara fördelaktigt för mindre etablerade varumärken medan annonsering i sociala medier kan fungera bra för starka varumärken. Strategier för implementering av influencer marketing respektive annonsering i sociala medier för low involvement-produkter återfinns under avsnitt 7.3.1 samt 7.3.2. / Authors: Hanna Eriksson, Zara Lood Lindqvist, Alexandra Uhrberg Mentor: Åsa Lindström Examiner: Bertil Hultén Course: Master Thesis 30 credits, Master of Business and Economics, Marketing, Linnaeus University, Kalmar, Spring 2017, 4FE63E Research question: How are consumers affected by influencer marketing compared to advertisement in social media where influencers are not present, when buying low involvement products? Purpose: The purpose of this study is to analyze and discuss influencers impact on consumers buying decisions for low involvement products. By taking the cost of influencer marketing and residual advertisement in social media into consideration and analyze how consumers perceive advertisement in social media for low involvement products, with and without influencers, the authors of this study aim to generate indicators of the value of an influencer in the unique context. In addition to generate knowledge in a new and fast changing theoretical area this study aims to contribute with practical implications for companies that sell low involvement products and marketing agencies, that advertise this type of products, to determine if they prefer to integrate influencers in social media in their marketing strategies or not. Method: This thesis has an inductive approach, an explorative purpose and a qualitative research have been conducted. Data has been collected through focus groups and a quasi experiment with consumers as well as semi-structured interviews with representatives of the sector. Results and conclusions: Influencer marketing attracts attention to a higher extent than advertisement in social media. It is possible though, to attract attention through social media advertisement for low involvement products. It is more likely that consumers are affected by social media advertisement for strong brands. When implementing influencer marketing, the brand is not that vital. Advertisement in social media and influencer marketing can attain credibility for different reasons. Theoretical contributions and practical implications: Consumers disregard influencer marketing for low involvement products to some extent, since they are not in need of expert opinions when buying low involvement products. They can though act on influencers recommendations for this type of products to minimize the cognitive effort. Consumers perceive advertisement in social media for low involvement products in a positive way when products appears clear and in an appealing way. Advantages as well as disadvantages in using influencer marketing and advertisement in social media for low involvement products have been identified. Influencer marketing can be useful for less established brands while advertisement in social media can work well for strong brands. Strategies regarding influencer marketing and advertisement in social media for low involement products are to be find under chapter 7.3.1 and 7.3.2.