With the rise of social media platforms and the phenomenon of social mediainfluencers, consumer behavior has drastically changed within the tourismindustry.A case study was conducted by the authors to determine the ways consumerbehavior within the tourism industry has been affected by social media. Theempirical data in this study were gathered by semi-structured interviews,which is a qualitative research approach. A deductive approach was used forthis thesis and it is written from a tourism influencer / destinations’self-marketing perspective. The authors interviewed five travel influencers andtwo destinations about their perception of their job, their influence and theirexperiences.With the gathered data, the authors made a conclusion regarding several wayssocial media is influencing consumer behavior in the tourism industry.

Under de senaste åren har det blivit allt viktigare för företag att vara aktiva på sociala medier och ha en kontinuerlig uppdatering på de olika sociala plattformarna. Det beror på att influencer marketing som marknadsföringsstrategi börjat ersätta den traditionella marknadsföringen. Influencer marketing ses som den mest direkta marknadsföringsstrategin för kontakt med potentiella kunder som dessutom är den mest kostnadseffektiva. Influencer marketing innebär att företag använder sig av influencers för att marknadsföra sina produkter. Syftet med denna studie är att undersöka om följarantal spelar någon roll ur både ett företags- och konsumentperspektiv. För att kunna undersöka detta fenomen har författarna tillämpat en kvalitativ metod där intervjuer skett med 2 företag. Vidare har en kvantitativ metod tillämpats genom en icke strukturerad enkät med 4 företag. Slutligen har en enkätundersökning tillämpats där författarna fått in svar från totalt 161 respondenter.  Resultatet visar givande information både kring företagsperspektivet samt konsumentperspektivet. Studien visar en indikation på att företag inte kollar direkt på följarantalet men däremot fokuserar de på följarengagemang och räckvidd när de väljer en influencer, något som kommer till följd från följarantalet. En microinfluencer tenderar att ha ett större följarengagemang på grund av att följare känner en vänskapsrelation till influencern. Vidare anses en microinfluencer mer trovärdig på grund av den nära och öppna relationen de har med sina följare, något som tenderar att minska ju större en influencer blir. En macroinfluencer har däremot en större räckvidd på grund av sin stora plattform och följarantal. Resultatet visar att en mix av de båda bör användas av företag för att uppnå bästa möjliga resultat och kunna nå ut till olika typer av konsumenter. Företagen kan därmed analysera sina arbeten och anpassa valet av influencer beroende på typ av arbete samt resultat som de är ute efter.

As the development of digitization becomes more extensive and integrated into our daily lives, it shapes people around the world. This influence extends to how we create value, communicate, and consume. Today, a large portion of the Swedish population uses social media for various reasons, albeit with a lack of awareness of its impact on the individual's subconscious. The motivation for this study was to examine how influencers on TikTok influence consumer behavior in Stockholm.  By employing a mixed-method approach, integrating both qualitative and quantitative research methods, the study aims to achieve a thorough and comprehensive understanding of the subject. To gain in-depth insights, a survey and semi-structured interviews have been conducted. Based on the chosen research approaches in the study, it is possible to identify how influencers on TikTok affect and capture the interest of consumers while allowing the quantification and generalization of certain aspects.  The empirical results of the study also reveal differences in how micro- and macro-influencers impact their followers. While micro-influencers tend to create stronger and more personal relationships with their followers, macro-influencers have a broader reach but a less personal connection. However, both types of influencers have a significant impact on consumer purchasing decisions, but in different ways. Three central concepts consistently emerged during the study: trust, reliability, and authenticity. These concepts have proven to be crucial factors in consumers' attitudes toward influencer marketing. To build relationships with consumers, the focus should primarily be on establishing trust, which is largely accomplished through influencers.  The study's empirical evidence generally indicates a low level of reliability towards influencer marketing, but despite this, consumers are still influenced by its marketing. In conclusion, this study emphasizes the potential of influencer marketing but also highlights the challenges and ethical considerations associated with this form of marketing. Future research should continue to explore these aspects to understand and manage the complex and dynamic nature of influencer marketing. The study provides valuable insights and guidance for academics and practitioners in marketing. / I takt med att digitaliseringens utveckling blir mer omfattande och integrerad i våra dagliga liv formar den människor runt om i världen. Denna styrning sträcker sig till hur vi skapar värde, kommunicerar och konsumerar. I dagens samhälle använder en stor del av Sveriges befolkning sociala medier av flera anledningar, dock med saknad medvetenhet om dess styrning på individens undermedvetna. Motivet till denna studie var att beskriva hur influencers på TikTok styr konsumenters köpbeteende i Stockholm.  Genom att tillämpa en blandad metodansats, där både kvalitativa och kvantitativa forskningsmetoder integreras, strävar studien efter att uppnå en grundlig och omfattande förståelse av ämnet. För att erhålla en djupgående insikt har en enkätundersökning och semistrukturerade intervjuer tillämpats. Utifrån valda forskningsansatser i studien är det möjligt att identifiera hur influencers på TikTok styr och väcker intresse hos konsumenter samtidigt som det möjliggör kvantifiera och generalisera vissa aspekter.  Studiens empiriska resultat påvisar också skillnader i hur mikro- och makro-influencers styr sina följare. Medan mikro-influencers tenderar att skapa starkare och mer personliga relationer med sina följare, har makro-influencers en bredare räckvidd men en mindre personlig koppling. Båda typerna av influencers har dock en betydande styrning på konsumenternas köpbeslut, men på olika sätt. Under studiens gång framkom tre centrala begrepp som återkom regelbundet: förtroende, pålitlighet och autenticitet. Dessa begrepp har visat sig vara avgörande faktorer när det gäller konsumenters attityder gentemot influencer marknadsföring. För att skapa relationer med konsumenterna bör man därmed främst fokusera på att etablera förtroende, och detta görs i hög grad genom influencers. Studiens empiri avslöjar generellt sett en låg grad av tillförlitlighet gentemot influencer marketing, men trots detta styrs konsumenterna ändå av dess marknadsföring.  Sammanfattningsvis understryker denna studie influencer-marknadsföringens potential men också de utmaningar och etiska överväganden som är förknippade med denna marknadsföringsform. Framtida forskning bör fortsätta att utforska dessa aspekter för att förstå och hantera influencer-marknadsföringens komplexa och dynamiska natur. Studien erbjuder värdefulla insikter och vägledning för både akademiker och praktiker inom marknadsföringsområdet.

Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. Influencer marketing is adopted as consumers have found ways to avoid advertisements and choose who they would like to follow on social media. For this study, perceived quality and brand loyalty were found to be relevant brand equity dimensions, when studying influencers’ characteristic. Purpose: The purpose of this thesis is to explain the relationship of influencers’ characteristics with perceived quality and brand loyalty. Methodology: This study applied an explanatory purpose with a deductive, quantitative research approach, and cross-sectional research design to test a developed conceptual model based on six hypotheses. The data collection was done through a self-administered questionnaire distributed online, which received 175 valid responses. Findings: The suggested model was found significant, where influencer’s Authenticity explained 16.5% of Perceived Quality and Trustworthiness 13% of Brand Loyalty. However, Trustworthiness and Relatability relationship with Perceived Quality, and Relatability and Authenticity relationship with Brand Loyalty were rejected. Conclusion: The thesis provides a model with the accepted hypotheses and an insight on influencers’ characteristics’ relationship with perceived quality and brand loyalty. Finally, there are implications for the research community and managers about how to utilize the findings and the contribution of these.

Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. Therefore, relevant scholars have suggested that further research on the subject is of highest importance to the society as well as for brand/ company perspectives. The authors of this thesis have therefore focused on the most crucial elements that needs further research within the field of influencer marketing. These elements are elaborated by previous research, however, there are inconsistencies that needs to be reviewed and clarified. Although, influencer marketing requires more research in general, the authors of this thesis have decided to focus on the Swedish market, to understand and display the common strategies used within influencer marketing today, andpotentially foresee future strategies and trends.Inconsistency among previous research exists in terms of influencer selection, influencer evaluation and disclosure strategies. Additionally, there is a further need of elaborating on preferred relationships between brands/ companies and influencers, as well as preferred traits and characteristics brands/ companies seeks within an influencer. Therefore, the research question states; How do decision makers within the field of influencer marketing select andevaluate influencers; andhow are the different disclosure strategies used?Based on theoretical books, scientific articles, and journals the authors of this thesis have chosen suggested approaches to evaluate and analyse the data gathered. The primary data itself was gathered through semi-structured interviews consisting of six respondents. The respondents operate in different industries, but all are decision makers within the field of influencer marketing. For convenience, the authors of this have categorized the respondents based on size of company and whether their main focus are products or services.The findings of the thesis are presented in a model where the most common practices are displayed. The result will provide the reader with cause of action within the quantitative and qualitative approaches one can take. It has been established that qualitative approaches are becoming more common, contributing to a need of a trustworthy evaluation of such subjective approaches. In addition, the model presents the disclosure strategies used by the respondents in this study, hence, providing an understanding of how disclosure can be used to prevent certain issues. Evidence also points at missing opportunities regarding disclosure strategies. Furthermore, influencer characteristics and relationship approaches will be discussed. This thesis provides the most common approaches used by decision makers within the field of influencer marketing, especially when selecting and evaluating influencers. However, there is a need for further research regarding selection and evaluation of qualitative approaches as well as for disclosure strategies.

Background: Influencer marketing is a rather new marketing strategy where companies use influencers to promote their products and services on their own social media platforms. Previous studies have shown that companies use influencer marketing for creating purchase intentions for the consumer, whereas other studies have indicated three different characteristics of an influencer, authenticity, attractiveness and trustworthiness, that are important to possess in order to be able to influence its followers, which is why this study wanted to do a combination of these types of studies. Purpose: The purpose of this study is to explain the relationship between influencers’ characteristics and consumers’ purchase intentions. Methodology: This quantitative study used a deductive approach and had an explanatory purpose, along with a cross-sectional research design. This study also presented a new model, including three hypotheses that assumed a positive relationship between the characteristics of an influencer and consumers’ purchase intentions. In order to collect data, a questionnaire was shared online, both through a convenience sampling technique and a snowball sampling technique, which resulted in 195 responses that passed the qualification questions. Findings: Two of the hypotheses within the proposed model were rejected, which meant that Authenticity and Attractiveness of an influencer did not show to have a positive relationship with consumers’ purchase intentions. Hypothesis 3 (H3) was however accepted, and it was shown that 14,8 % of consumers’ purchase intentions is explained by influencers’ Trustworthiness.   Conclusion: This study contributes with the theoretical implications that there is a relationship between the characteristic Trustworthiness of an influencer and consumers’ purchase intentions, along with the managerial implications which helps companies and marketers to know what characteristics to look for in an influencer when they want to create purchase intentions for consumers. Keywords: Attractiveness of an influencer; authenticity of an influencer; influencer characteristics; influencer marketing; influencers; purchase intentions; social media; trustworthiness on an influencer.

Influencer marketing (IM) har blivit en allt vanligare marknadsföringsstrategi. Tidigare forskning belyser att fenomenet autenticitet är en växande trend på sociala medier, vilket således är av intresse att studera vidare. Studiens syfte är att få en ökad förståelse för IMbyråers syn på influerares autenticitet samt hur dessa byråer upplever att autenticitet värderas bland såväl annonsörer som följare och hur det påverkar interaktionen mellan influerare och följare. Vidare är studiens syfte att skapa insikter om IM-byråers syn på vad som gör IM effektivt samt om branschens framtida utveckling och vilka potentiella utmaningar den står inför. Frågeställningarna som studien ämnar besvara är “Hur definierar IM-byråer autenticitet i relation till influerare?”, “På vilka sätt anser IM-byråer att influerares framställning av autenticitet påverkar interaktionen med följarna?”, “Vilka faktorer anser IM-byråer gör IM effektivt?” och “Hur ser IM-byråer på branschens framtida utveckling?”. För att besvara dessa frågeställningar har åtta intervjuer med yrkesverksamma på IM-byråer i Sverige utförts. Studien har ett medie- och kommunikationsvetenskapligt angreppssätt medutgångspunkt frånsocialpsykologisk dramaturgisk teori om social interaktion samt kommunikationsvetenskapligteori om medierad interaktion.Resultatet visar att IM-byråer menar att autenticitet värderashögt i branschensamt att influerares framställning av autenticitet påverkar interaktionen medföljarna genom att de upplevs som relaterbara, vilket leder till högre engagemang ochrelationsskapande. Resultatet visar också att IM-byråer menar att IM är effektivt dåmarknadsföringsformen är mätbar och gör att man kommer nära konsumenterna samtattnischade influerare och digitala plattformar är trender som väntas växa i framtiden. / Influencer marketing (IM) has become a more often used marketing strategy. Previous research illustrates that authenticity as a phenomenon is an increasing trend on social media, which therefore is of interest to further study. The aim with the study is to gain an increased understanding of IM agencies perception of authenticity among influencers and how these agencies are experiencing how authenticity is valued among advertisers and followers and how it affects the interaction between influencers and followers. Furthermore, the aim with the study is to create insights about IM agencies and their perception of what makes IM effective as well as their outlook on the future development of the industry and potential challenges it faces. The research questions that the study aims to answer are “How does IM agencies define authenticity in relation to influencers?”, “In what ways do IM agencies consider that influencers' portrayal of authenticity is affecting the interaction with followers?”, “Which factors make IM agencies consider IM effective?” and “What is IM agencies perception of the future development of the industry?” To answer these questions, eight interviews with professionals at IM agencies in Sweden have been conducted. With a media and communication science approach, the study builds upon theories such as the dramaturgical model of social interaction and an interactional theory of communication media. According to the results, IM agencies state authenticity as something highly valuable in the industry and that influencers presentation of authenticity affects the interaction with their followers by coming across as relatable, which leads to higher engagement and creation of relationships. The results also show that IM agencies believe that IM is an effective marketing method since it is measurable and creates closeness to consumers, and that niched influencers and digital platforms are trends that are expected to increase in the future.

More and more companies have started to use influencers on social media platforms for promoting their product or service, in exchange for a compensation. While this has enabled reach for a low cost, it is the nature of the authentic endorsement that has made the marketing channel so efficient. This thesis seeks to investigate how different collaboration types, depending on size and length, impacts the financial performance of Instagram influencer collaborations. In addition, it investigates what underlying factors that might be prevalent in impacting these collaboration types. The thesis is conducted as a mixed method descriptive single case study, utilizing both quantitative and qualitative data. To understand the financial performance of influencer collaborations, data from three consecutive years from the case company are presented and analyzed. To understand what characteristics that impacts this outcome, interviews with marketing professionals are used together with relevant previous literature in the field of influencer marketing. It is found that long-term collaborations have a higher return compared to short-term, along with other useful advantages of collaborating long-term. Additionally, it was found that influencers with more followers tend to have a lower financial return, but can be more efficient in other aspects, such as promoting the brand. Lastly, contributions based on the findings for both theory and practice are presented. / Fler och fler företag har börjat att använda sig av influencers på sociala medieplattformar för att lyfta fram deras produkt eller tjänst i utbyte för kompensation, kallat influencer marketing. Medan det här har möjliggjort räckvidd för en låg kostnad, är det naturen av den autentiska ”omfamningen” av varumärket som gjort marknadsföringskanalen effektiv. Den här uppsatsen söker att förklara hur olika samarbetstyper, beroende på antalet följare som influencern har samt längden på samarbetet, påverkar det finansiella resultatet av influencersamarbeten på Instagram. Därtill, så undersökes vilka underliggande faktorer som ytterligare kan påverka utgången av de olika samarbetstyperna. Fallstudien genomfördes med en blandad metodologi, baserat på både kvantitativ och kvalitativ data. I ett försök att kunna förstå det finansiella resultatet av influencersamarbeten, används data från tre påföljande år som presenteras och analyseras. För att förstå vilka attribut som påverkar utfallet av det finansiella resultatet, intervjuas marknadsförare för deras professionella insikt. Upptäckterna visade att långsiktiga samarbeten med influencers har en högre avkastning jämfört med korta, tillsammans med andra fördelar med lånsiktiga samarbeten. Utöver det upptäcktes det att influencers med fler följare tenderar att ha en lägre avkastning men kan vara användbara på andra sätt, exempelvis för att främja varumärket. Till sist, så beskrivs bidrag för både forskning och praktik baserat på uppsatsens upptäckter.

Background: Brand loyalty is an essential asset for brands as it helps brands to build a strong brand. Therefore, brands invest a significant amount of money in their marketing efforts and strategies to create and maintain brand loyalty in an ever-competitive market. One of these strategies is social media marketing, or more precisely, influencer marketing. Before influencer marketing arose, as it is known today, brands used celebrity endorsements to market the brand. However, as influencer marketing increased in popularity for brand endorsements, celebrity endorsement became less sought after and can be considered equal in their characteristics due to their fame and well-known personality. Prior research has not investigated how influencer endorsement impacts brand loyalty, therefore, this thesis applied the concept of celebrity endorsement in the context of influencer marketing and thereby treated influencers as celebrities due to their similar characteristics. Purpose: The purpose of this research is to explain the impact of influencers endorsement on brand loyalty. Methodology: This study used a deductive and quantitative approach and had an explanatory purpose and a cross-sectional research design. This study also presented a new model including three hypotheses that assumed a positive impact of the characteristics of an influencer’s endorsement on brand loyalty. The data collection was done through a self-completion questionnaire distributed online, which resulted in 104 valid responses. Findings: The findings of this study is that all the hypotheses (H1, H2, H3) are found insignificant in the all model (Model 5). This is because the hypotheses were rejected since the significance level of the ANOVA-test showed that the model was not significant as the significance level was above the accepted level (p<0.05). Hence,  no significant evidence can come from this study.  Conclusion: The conclusion that can be drawn from this study is that no significant relationship was found between the concepts of authenticity, credibility, and trustworthiness on brand loyalty, and based on these variables, influencer endorsements do not have an impact on brand loyalty.

Syftet med den här studien är att skapa en förståelse kring hur kvinnor inom generation Z:s attityder till mode och kläder påverkas av influencer marketing som marknadsföringsstrategi. Det grundar sig i att det har identifierats ett antal kunskapsgap som att det saknas forskning på generation Z som konsumenter och även inom fenomenet influencer marketing. Dessutom på förändrade digitala konsumentbeteenden i och med pandemin Covid-19. Vidare har en framtidsanalys presenterats för att försöka täcka upp för de kunskapsgap som identifierats. Resultaten från studien visar att kvinnorna inom generation Z:s attityder till mode och kläder i högsta grad påverkas av influencer marketing. Då de dagligen använder sig av sociala medier och det faktum att det har kommit att bli en normalitet inom generationen att söka efter inspiration till mode och kläder via influencers på sociala medier. Attityder gentemot företag och influencers inom klädbranschen och således mot mode samt kläder påverkas också av faktorer som en influencers tillit och expertis. Det vill säga, generationen följer influencers de anser som pålitliga och de med tillräckligt hög genomslagskraft ses då även som pålitliga även i andra områden. Vilket innebär att företag som samarbetar med “rätt” influencers hamnar inom konsumenternas radar och i och med det kan påverka attityderna åt sin fördel.