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This bachelor is a qualitative study about the social phenomena social media and how it affects young women’s consumption behavior and self-identity. The purpose of this study is to create an understanding of how young women experience that social media affects their consumption behavior and self-identity. Hence the research questions will be the following: In what way do young women experience that their consumption patterns are influenced by social media? Do young women experience that social media, in a positive or negative sense, influences their attitudes and attitudes towards their identity and body? The study is based on six semi-structured interviews with women in the ages of 18-30. The theories being used are Erving Goffman's dramaturgical perspective, Anthony Giddens modernity and self-identity, Uses and Gratification Theory and previous research, using a thematic approach. The results show that women experience that social media influences their consumption behavior, there are also both positive and negative impacts about how it affects their self-identity.

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.

A modified grounded theory approach was used to analyze the 2016 Target #NOFOMO swimwear campaign in which Target partnered with top bloggers and social media influencers to promote their inclusive swimwear line. Public and public prioritization as well as message themes, message styles, and message consistency were analyzed in research questions one A through F. Relationship management theory emphasizes that the organization-public relationship is key to organizational success. Constructs of trust, openness, and transparency are important measures of this organization-public relationship. Thus, research question two analyzed the frequencies of these constructs in public commentary on Target and blogger related content. Findings indicate that there was overall campaign consistency in both message themes and message styles across Target, the bloggers, and their publics. Moreover, the campaign prioritized the social media platform Instagram and, in doing so, created an intentional online social community of strategic publics that helped facilitate trust between Target, the bloggers, and their publics. Trust was the most frequently used construct of relationship management theory in public commentary, transparency seemed to be assumed in trust, despite the low frequency findings. Target mainly prioritized small-bodied white models/bloggers despite the campaign's inclusive messages and the greater opportunities for public interaction when medium- and large-bodied, non-white models/bloggers were featured. Finally, campaign disclosure and disclosure placement by Target partners were inconsistent across social media platforms which remains troubling in light of FTC requirements and Word of Mouth Marketing Association (WOMMA) Code of Ethics guidelines. / Master of Arts

The purpose of this project is to examine how contemporary contexts of Islamophobia contribute to shaping notions and performances of Muslim womanhood. I center Muslim female social media influencers in my analysis and examine how they perform and (re)define Muslim womanhood through fashion, aesthetic labor, the hijab, and modest embodiment practices online. The specific research question that undergirds this project is, "How do contexts and discourses of Islamophobia contribute to shaping notions and performances of Muslim womanhood?" My data is derived from interviews with Muslimah social media influencers in the US, UK, and Canada; a survey with their social media followers, and a content analysis of their photo and video posts on Instagram and YouTube. Findings suggest that racialized and gendered expectations of Muslim womanhood emerge on the one hand, from the western non-Muslim community's racialized perceptions and understandings of Muslim women and Islam, and on the other, from the western Muslim community's reaction to its racialization in the global war on terror. The result of these expectations is the imposition of representational and moral responsibilities on Muslim women, who are regarded as visible and public representations of the Muslim community and of Islam as a faith. Findings also suggest that in response to the burden of these expectations, Muslim women exercise their agency to mobilize Islamic feminisms to their advantage in order to negotiate with, resist, and critique western Muslim and non-Muslim expectations of modesty, piety, empowerment, and the hijab. Consequently, Muslimah influencers are forcing western Muslim and non-Muslim communities to reevaluate their expectations of who fits within the category the 'Muslim Woman' while also opening up a discursive space for the possibility of new formulations and conceptualizations of Muslim womanhood that are more aligned with egalitarian Islamic feminist interpretations of Muslimah ways of living and being. / Doctor of Philosophy / In this research study, I examine how Islamophobia has contributed to shaping western Muslim and non-Muslim community perceptions and expectations of Muslim women. I focus specifically on Muslim female social media influencers to understand how they perform Muslim femininity, modesty, piety and the hijab on Instagram and YouTube. I collected data from interviews with Muslim female social media influencers in the U.S., UK, and Canada, a survey with their social media followers, and photos and videos posted by Muslim female influencers on social media. My findings show that Muslim women must contend with expectations from western non-Muslim communities, whose perceptions of Muslim emerge from Islamophobic understandings of Muslims and Islam. Simultaneously, Muslim women must contend with certain moral and representational responsibilities imposed on them by Muslim communities in the west, who are currently working to address and counteract Islamophobia, by posing a positive image of Muslims and Islam in the eyes of the western public. My findings also show that in response to the burden of these expectation, Muslim women critique these gendered burdens by exercising their agency to interpret Quranic scripture on modesty, the hijab, and gendered behaviors with an Islamic feminist lens. In doing so, they are forcing Muslim and non-Muslim communities to reevaluate the moral and representational burdens placed on Muslim women's shoulders, while also offering a space where others can conceptualize and perform Muslim womanhood in ways that align more with egalitarian Islamic feminist interpretations of Muslim women's ways of living and being.

Background: Before digitization, it was increasingly difficult to reach new target groups. However, during the early 2000s, this changed when the web 2.0 emerged with the "dot-com" bubble. This paved the way for a new phenomenon, social media that is a way for users to share their views and thoughts. Using social media as a marketing strategy has contributed to an increasing number of companies being able to reach a wider audience. This has led to a new concept which is influencers, where they can influence their followers via their social media, which companies have started to use. By implementing this in their marketing strategies, it allows them to reach new target groups and markets. However, it can be difficult for the followers to decide what is genuine or not when marketing is via influencers. Purpose: The purpose of this study is to investigate how the relationship of the followers to influencers is affected by different collaborations between companies and influencers. Method: This study implements a qualitative research strategy where semi-structured interviews and observations have been applied to collect the empirical material. To get a variation in the result, 12 respondents of different ages and genders have been interviewed. Conclusion: Based on the results of the study, it has proved important that an influencer shows authenticity, in order for the followers to trust them and that values should be consistent with the image they want to convey. The conclusions also show that previous relationships to an influencer and how often they make a collaboration can play a crucial role in how the followers receive it. / Bakgrund:Innan digitaliseringen var det allt svårare för företag att nå ut till nya målgrupper. Under början av 2000-talet ändrades dock detta då web 2.0 växte fram med “dot-com” bubblan. Detta banade vägen för ett nytt fenomen, sociala medier som är ett sätt för användare att dela sina åsikter och tankar. Att använda sociala medier som en marknadsföringsstrategi har bidragit till att allt fler företag kan nå en bredare publik. Detta har lett fram till ett nytt begrepp vilket är influencers, där de via sina sociala medier kan påverka sin följare vilket företag har börjat utnyttja. Genom att implementerat detta i sina marknadsstrategier kan de nå nya målgrupper och marknader genom att rikta sig på de områden som är attraktiva. Dock kan det bli svårt för följarna att avgöra vad som är äkta eller inte när marknadsföringen sker via influencers.  Syfte: Syftet med denna studie är att undersöka hur följarnas förhållande till influencers påverkas av olika samarbeten mellan företag och influencers.  Metod: Studien förhåller sig till en kvalitativ forskningsstrategi där semi-struktuerade intervjuer och observationer har tillämpats för att samla in det empiriska materialet. För att få en variation i resultatet har det intervjuats 12 respondenter i olika åldrar och kön.  Slutsats: Utifrån studiens resultat har det visat sig vara viktigt att en influencer visar på autenticitet, en form av äkthet för att följarna ska känna förtroende till dem och att värderingar ska stämma överens med den bild de vill förmedla. Slutsatserna visar även på att tidigare relationer till en influencer och hur ofta de gör ett samarbete kan spela en avgörande roll i hur följarna tar emot det.

Våren 2019 hände något med flygdebatten i Sverige. Granskningen av influencers och företags flygresor började stå i centrum för kritiken mot ett ”överdrivet flygande” och dessa personer målades upp som centralfigurer i flygandets miljöförstöring. Något som bidrog till denna debatt var uppkomsten av ett Instagramkonto med namnet Aningslösa Influencers. Denna uppsats ämnar undersöka framställningen av Aningslösa Influencers genom 20 artiklar från utvalda tidningars rapportering (Aftonbladet, Expressen, Dagens Nyheter, Svenska Dagbladet). Uppsatsen försöker även ta reda på vilka andra ämnen som varit i centrum och lyfts i debatten. Artiklarna studeras genom en innehållsanalys med en tidsavgränsning från 1 januari till 31 mars 2019. Med teoretiska utgångspunkter i Framing, Nyhetsvärderig och Social Norms-Theory kodas artiklarna utifrån frågor utformade från uppsatsens frågeställningar. Resultatet visar att Instagramkontot Aningslösa Influencers har framställts neutralt eller balanserat i majoriteten av de artiklar som studerats. När positiva eller negativa vinklingar förekommit, har det förekommit i samma utsträckning. De ämnen som lyfts och fått uppmärksamhet i debatten är flygskam, Influencers, skuld och skam, läsarens ansvarstagande, opinionsbildning och klimathotet till följd av flygandet. / In spring 2019 the flight debate suddenly got a lot of attention in Sweden. Influencers and companies were starting to become the centre of attention for the critic regarding climate change due to excessive flying. One reason behind this was the appearance of an Instagram account called ”Aningslösa Influencers”. This paper explores how a selection of Swedish newspapers (Aftonbladet, Expressen, Dagens Nyheter, Svenska Dagbladet) frames the Instagram account. This paper also aims to find out what other topics has gotten attention in the debate. A selection of 20 articles are studied from 1 January 2019 to 31 March 2019 using a content analysis. The theoretical frameworks for the study includes Framing, News values and Social-Norms Theory. The result shows that the majority of the articles presented a balanced reporting of the Instagram account Aningslösa Influencers. If positive or negative reporting were presented, it was presented in the same extent. The result also shows that the topics that got the most attention was influencers, air shame, guilt and shame, the readers responsibility, public opinion, and the threat due to flying.

Syfte: Syftet med studien är att analysera konsumenters tillit gentemot varumärken där företag använder influencers i marknadsföringen via sociala medier. Studien utgår från ett kundperspektiv.   Metod: Studien har utgått från kvantitativ metod där empirisk data samlats in utifrån en webbaserad enkätundersökning. Enkäten genererade 101 svar varav 95 var representativa. I SPSS bearbetades datan och analyserades därefter genom deskriptiv analys, korrelationsanalys och regressionsanalys. Resultatet användes sedan för att skapa diskussion som mynnar ut i studiens slutsats.   Resultat och slutsats: Studiens resultat indikerar att influencers på Instagram är betydande för kunders tillit till ett företags varumärke. Kunder uppskattar influencers rekommendationer, vilket påverkar kundernas köpbeteende positivt. Influencers ses som en pålitlig tredje part, vilket tyder på att företags ärlighet till kunder påverkas positivt. Resultatet visar även att företag behöver beakta marknadsföringens budskap för att det ska upplevas informativt och inspirerande istället för påtryckande. Strategiskt användande av influencers bidrar således till kunders ökade tillit.    Examensarbetets bidrag: Det teoretiska bidraget tillför kunskap kring influencer marketing och tillit, som studerats utifrån ett kundperspektiv. Teoretiska antaganden som lyfts fram ur tidigare forskning inom området har både styrkts och bekräftats. Studiens praktiska bidrag är att öka företags förståelse för tillämpning av influencer marketing i marknadsföringsstrategin. Därmed kan marknadsföringen bli mer kraftfull med möjlighet att förbättra kunders tillit till varumärket.   Förslag till vidare forskning: Förslagsvis kan vidare forskning studera andra aspekter av kunders tillit gentemot varumärke, såsom kommunikation och kunders rekommendationer, för att därigenom få en djupare förståelse hur tillit verkar i relation till kunder och varumärke. Ytterligare förslag till framtida forskning är att studera andra plattformar än Instagram samt att utöka studiens urval. / Aim: The purpose of the study is to analyze consumers trust in brands when companies use influencers in their social media marketing. The study is based on a customer perspective.   Method: The study was based on a quantitative method where the empirical data were collected through a web-based survey. A total of 101 responses were collected, and 95 of them were representative. In SPSS, the data was processed and then analyzed by using descriptive analysis, correlation analysis and regression analysis. The result was in turned used to conduct a discussion that led to the study's conclusion.   Results and conclusion: The results indicate that influencers on Instagram have an impact on customer trust. Customers appreciate recommendations from influencers, which positively affects their buying behavior. Influencers also has a positive effect in companies´ honesty to customers. The results show that the marketing message should be informative and inspiring to increase the brands trust. Strategic use of influencer marketing would thus contribute to customers' trust.   Contribution of the thesis: The theoretical contribution is about the customer perspective being studied in influencer marketing and trust. Previous research is both strengthened and confirmed. The practical contribution is to increase companies understanding of the application of influencer marketing in their marketing strategy. In this way, marketing can be more powerful with the possibility of improving customers' trust in the brand.   Suggestions for further research: Further research may study further aspects of customers' trust in the brand. In order to achieve a deeper understanding of how trust works in relation to customers and brands, factors such as communication and customer recommendations could be studied. Further research may also study a different platform than Instagram and a more extensive sample.

Följare av social media influencers har visat sig kunna påverkas starkt av den information influencers sänder ut och förmedlar på sina kanaler. Hittills har dock inga studier uppmärksammat influencers flygvanor och hur de kan påverka och avspegla sig på följares flygvanor. Den här studien avsåg därför att undersöka om flygvanorna hos följare av influencers kan påverkas av den livsstil som influencers förmedlar. För att svara på syftet ställdes följande tre frågeställningar: Upplever följare av social media influencers att deras flygvanor påverkas av den livsstil som influencers förmedlar i sina inlägg? Upplever följare att de inspireras av influencers resor och reserelaterade inlägg? Använder följare sig medvetet av influencers som en källa till reseinspiration? Utifrån dessa frågeställningar utformades sedan en enkät som lades ut i nio olika grupper på Facebook. Resultatet av enkätstudien visade att närmare 40 % av följarna i viss eller hög grad blir inspirerade av influencers livsstil och resor. En stor del upplever även att inspiration från influencers i någon grad inverkar vid valet av resmål medan en mindre andel medvetet söker reseinspiration hos influencers. Det framgick även att majoriteten av följarna känner att influencers livsstil och flygvanor i varierande grad påverkar dem till att flyga mer. Sammantaget visar studien att följare upplever att influencers livsstil och flygvanor i viss utsträckning påverkar deras egna flygvanor. / Followers of social media influencers has been shown be strongly affected by the information that influencers pass out and mediate through their channels. To this date though, no studies have examined the flying habits of influencers and how they can affect and reflect on the flying habits of their followers. This study therefore intended to examine whether the flying habits of followers of influencers can be affected by the lifestyle that influencers mediate. To answer to the aim of the study the following three issues were raised: Do followers of social media influencers feel that their flying habits are affected by the lifestyle that influencers mediate through their posts? Do followers feel that they get inspired by influencers’ travels and travel related posts? Do followers deliberately use influencers as a source for travel inspiration? Based on these issues a survey was created and later posted in nine different groups on Facebook. The result of the survey showed that close to 40% of the followers to some or to a high degree feel inspired by the lifestyle and travels of influencers. A large number of followers also experience that inspiration from influencers to some degree impact on their choice of destination, while a smaller number deliberately turn to influencers in search for travel inspiration. It also emerged that the majority of the followers feel that the flying habits and lifestyle of influencers in varying degree induce them to fly more. To summarize, the study shows that followers feel that the lifestyle and flying habits of influencers to some degree affect their own flying habits.

Actualmente, nuestro mundo cambia vertiginosamente y en los últimos años el avance de la tecnología ha ido revolucionando el mundo pasando de ciencia ficción a una realidad. Hoy en día el comportamiento del consumidor varía día a día, surgiendo nuevas tendencias, los consumidores cada vez son mucho más exigentes, la comunicación digital se ha convertido en una pieza clave, constituyéndose en una herramienta muy valiosa al momento de adquirir un producto. Esta tendencia digital que actualmente vivimos se debe a que la tecnología ha traído consigo la aparición de buscadores, blogs, almacenamiento online, redes sociales, entre otros. Las redes sociales desde su creación han ganado espacio dentro de millones de personas, principalmente porque han permitido el acceso y la difusión de información de una manera más rápida, ahora dedicamos gran parte de nuestro tiempo al uso del Internet, pues es mucho más accesible comunicarnos por este medio considerando que parte de nuestra vida social se ha trasladado a la web. La manera como nos comunicamos también se viene adaptando a este creciente desarrollo tecnológico sobre todo para la población menor a los 35 años de edad en la cual se ha visto la influencia de este desarrollo sobre todo a la hora de adquirir un producto, considerando que estos cada vez resultan más exquisitos con al tomar una decisión en su compra. Dicha población se deja llevar mucho por las recomendaciones y opiniones de los demás. De este modo, las compañías buscan mejorar la opinión que los distintos usuarios tienen acerca de sus productos. Es por ello que actualmente se está usando la estrategia del marketing de influencia, una nueva técnica de publicidad que identifica a los líderes de opinión que pueden ayudar a una marca a conectar de forma más natural y espontánea con su público objetivo. Esto se debe a que los usuarios digitales están en constante búsqueda de información, comentarios y valoraciones en internet acerca de productos y servicios. Es así como en el caso de la industria de la belleza, específicamente en el maquillaje, las empresas han visto esta oportunidad y han sabido aprovecharla realizando acciones con influencers principalmente con el fin de captar nuevas audiencias y fidelizar a los seguidores existentes. De esta manera, la presente investigación identificará el papel que ejercen los influencers digitales en la decisión de compra de productos de maquillaje en los millennials del NSE A y B del sector 7 de Lima Metropolitana. La metodología utilizada en esta investigación es exploratoria y concluyente cuantitativa puesto que la exploratoria nos ayudó a recopilar información para comprender la situación del problema en la actualidad y la concluyente nos permitió determinar, evaluar y elegir la información para comprobar las hipótesis planteadas. Asimismo, la presente investigación cuenta con un enfoque mixto, la cual se estructuró de la siguiente manera:  Entrevistas a profundidad  Focus group  Encuestas. / Currently, our world changes faster than ever and in recent years, a series of revolutionary technologies have gone from being something from science fiction to reality. Technology advances by leaps and bounds, consumer behavior changes day by day, new trends emerge, consumers become much more demanding and the way they communicate is now different. This digital trend we are currently experiencing is due to the fact that technology has brought with it the appearance of search engines, blogs, online storage, social networks, among others. Social networks since its inception have gained space within millions of people, mainly because they have allowed access and dissemination of information in an easier way, now we spend more time on the Internet because it seems faster and easier to communicate by this means. So, a good part of our social life has been transferred to the web. The ways we communicate have also adapted to this growing technological development, especially for the population under 35 years of age, since they grew at the same time as this development. Young people under 35 are getting more and more exquisite with each purchase decision, they get carried away by the recommendations and opinions of others. In this way, companies seek to improve the opinion that different users have about their products. That is why the influence marketing strategy is currently being used, a new advertising technique that identifies the opinion leaders that can help a brand to connect more naturally and spontaneously with its target audience. This is because digital users are constantly searching for information, comments and ratings on the internet about products and services. In the case of the beauty industry, specifically in makeup, companies have seen this opportunity and have taken advantage of doing actions with influencers mainly in order to attract new audiences and retain existing followers. In this way, this research will identify the role of digital influencers in the decision to purchase make-up products in the millennials of NSE A and B of sector 7 of Metropolitan Lima. The methodology used was exploratory and quantitative conclusive since the exploratory helped us to gather information to understand the situation of the problem at the moment and the conclusive one allowed us to determine, evaluate and choose the information to verify the hypotheses. Likewise, this research has a mixed approach, which was structured as follows: In-depth interviews, focus group and surveys. / Tesis