Bakgrund: Artificiella influencers är ett nytt fenomen inom marknadsföringsstrategininfluencer marketing. En artificiell influencer är en datorskapad karaktär som genom enfiktiv berättelse skapar kontakt med sina följare. Det saknas idag forskning kringfenomenet och dess påverkan på marknadsföring, varför denna studie ämnar attundersöka fenomenet och bidra med en grundförståelse för artificiella influencers ochdess påverkan på marknadsföring. Syfte: Studien syftar till att undersöka fenomenet artificiella influencers. Metod: Studien är av kvalitativ karaktär, med ett konstruktionistiskt ochinterpretativistiskt utgångspunkt. Studiens ansats är iterativ och empirin har samlats inmed en netnografisk metodik. Det empiriska materialet har analyserats genom entematisk analysmetod. Slutsats: Studien visar att artificiella influencers använder sig av element frånmarknadsföringsstrategin storytelling i olika grad för att lyckas skapa kärnan i influencermarketing, identifikation och trovärdighet, och därmed influera följarna. Genom attframmana en känsla av identifierbarhet tenderar även följarna till de artificiellainfluencerna att utveckla en parasocial relation till karaktärerna. Vidare uttrycker följarnabeundran såväl som förvirring kring karaktärernas digitala framställande. / Background: Artificial influencers is a new phenomenon in the marketing strategy ofinfluencer marketing. An artificial influencer is a computer-generated character, whothrough a fictional story creates contact with the followers. There is currently no researchon the phenomenon and its impact on marketing. Therefore, this study aims to investigatethe phenomenon and contribute with basic understanding of artificial influencers and itsimpact on marketing. Purpose: The study aims to investigate the phenomenon of artificial influencers. Methodology: This study is of qualitative nature, with a constructionist and interpretiviststarting point. The approach of the study is iterative and the data has been collectedthrough a netnography methodology. The collected data has been analyzed by a thematicanalysis method. Conclusion: The result of this study discloses that elements from the marketing strategystorytelling is uesd, to varying degrees, by the artificial influencers with intention toreenact the core strengt in influencer marketing: idetification and trustworthiness, whichin turn enables an ability to influence the followers. By generating a sense of homophily,the followers tend to develop a parasocial relationship with the characters. In addition,the followers are also expressing admiration to the characters, as well as confusion aboutthe digital creation of the

Syfte: Syftet med denna studie är att undersöka hur ungdomar som tränar upplever att fitness-influencers på YouTube påverkar deras hälsobeteenden. Detta för att på så sätt bidra med kunskap åt samhället om den konkreta effekt som marknadsföringen av träning och kost har på sociala mediekanaler för att börja täcka det forskningsgap som berör hälsorelaterade beteenden. Metod: Vid insamling av empiri användes en kvalitativ metod i form av semi-strukturerade intervjuer. Det empiriska materialet analyserades utifrån det teoretiska ramverket om influencermarknadsföring, parasociala relationer, electronic word-of-mouth och tvåstegshypotesen samt tidigare forskning om hälsobeteenden på sociala medier. Slutsats: Respondenterna påvisade en medvetenhet om den påverkan som influencers har på deras motivation kring hälsa, träning och kost. Majoriteten ser både för- och nackdelar med sociala medieinfluencers då de kan bidra med motivation samtidigt som det framkommer att de även kan leda till minskad motivation. Fitnessinfluencers kan påverka ungdomar till att variera sin kost på ett mer hälsosamt sätt. Det framkommer även att fitness-influencers kan bidra med kunskap inom träning och kost vilket följarna kan ta lärdom av. Det delade innehållet hos fitness-influencers har däremot även visats kunna ha negativa hälsoutfall då det kan leda till upplevd hets för respondenterna. Parasociala relationer är en betydande faktor då följare med dessa relationer till influencers kan se dem som förebilder som kan bidra med motivation och inspiration till mer hälsosamma beteenden. Den påverkan som dessa relationer kan ha är dock inte avgörande, utan det är enligt respondenterna den egna disciplinen som är det viktigaste. / Purpose: The purpose of this study is to investigate how adolescents experience that fitness-influencers on YouTube influence their health behaviors. This to contribute knowledge for the society about the concrete effect which the marketing of exercise and diet has on social media platforms regarding bridging the gap related to healthy behaviors. Method: While collecting empirical data, a qualitative method was used in the form of semi-structured interviews. The empirical material was analyzed based on the theoretical framework of influencer marketing, parasocial relationships, electronic word-of-mouth, the two-step flow theory and earlier studies about health behaviors on social media. Conclusions: The respondents demonstrate an awareness of the impact that influencers have on their motivation regarding their health, exercise and diet. The majority see both advantages and disadvantages of social media influencers as they can contribute with motivation at the same time as it emerges that they can also lead to reduced motivation. Fitness influencers can influence young people to a more varied diet in a healthier way. It also appears that fitness influencers can contribute knowledge about health and exercise, which the followers can learn from. However, the shared content of fitness influencers also appears to have negative health outcomes as it can lead to negative body perceptions. Parasocial relationships are a significant factor as followers who experience these relationships with influencers can perceive them as role models who can contribute with motivation and inspiration for healthier behaviors. However, the impact that these relationships can have, is not the most crucial since the own discipline is explained to be the most important factor according to the respondents.

Syfte: Syftet med studien är att kartlägga hur influencers argumenterar för samhällsviktiga frågor, personliga frågor samt för produkter/varumärken de marknadsför på sociala medier. Den retoriska modellen, och de teoretiska modellerna parasociala relationer och Elaboration Likelihood Model (ELM) ska tillämpas för att identifiera om retoriska argumenteringar har betydelse i skapandet av relationer. Studien syftar också till att få en förståelse till varför följare lyssnar på influencers köpråd/rekommendationer. Metod: Studien använder sig av en kvalitativ metod i form av en innehållsanalys och fokusgruppsintervjuer. Resultat: Utifrån innehållsanalysen framgår det att de retoriska argumenten ethos, pathos, och logos är ofta förekommande i influencers argumentering genom sociala medier. Mest förekommande var argumentet pathos som bestod av minst 50 % av inläggen för betalt samarbete. Fokusgrupperna visar att den yngre generationen är mer motiverade att följa och agera efter influencers rekommendationer än den äldre generationen. Slutsats: Studien visar att influencers använder sig frekvent av retoriska argumenteringar för att framföra ett meddelande på sociala medier. Inläggen som influencers producerar möjliggör skapandet av parasociala relationer som i sin tur leder till köpintentioner. De retoriska argumenteringar influencers använder sig av leder även till att följare exempelvis vill agera efter deras rekommendationer/köpråd. Det är även genom retoriska argumenteringar som influencers skapar parasociala relationer till deras följare. Studien tyder även på att det finns skillnader mellan den yngre och äldre generationen, där de yngre har lättare att ingå i parasociala relationer med influencers. / Purpose: The purpose of the study is to map how influencers argue for socially important issues, personal issues and for products / brands they market on social media. The rhetorical models, and the theoretical models parasocial relations and the Elaboration Likelihood Model (ELM) will be applied to identify whether rhetorical arguments are important in the creation of relations. The study also aims to gain an understanding of why followers listen to influencers' recommendations. Method: The study uses a qualitative method in the form of a content analysis and focus group interviews. Findings: Based on the content analysis, it appears that the rhetorical arguments ethos, pathos, and logos are often used in influencers' arguments through social media. The most common argument was pathos, which consisted of at least 50% of the posts for paid collaborations. The focus groups show that the younger generation is more motivated to follow and act on influencers' recommendations than the older generation. Conclusion: The study shows that influencers frequently use rhetorical arguments to convey a message on social media.The posts that influencers produce enable the creation of parasocial relationships which in turn leads to purchase intentions. The rhetorical arguments influencers use also lead to followers, wanting to act on their recommendations / buying advice. It is also through rhetorical arguments that influencers create parasocial relationships with their followers. The study also indicates that there are differences between the younger and the older generation, where the younger ones find it easier to enter into parasocial relationships with influencers.(This thesis is written in Swedish)

Background: Social media marketing has grown rapidly in recent years and has become a standard tool for marketers. As a result, companies use social media influencers (SMIs) to reach their target audiences. One important aspect of influencer marketing is the relational aspect. Followers who exert parasocial relationship (PSR) with SMIs are more prone to respond positively to influencer marketing and the persuasion tactics put forward by companies and SMIs. It has therefore become crucial to understand how PSR and followers' persuasion knowledge affect followers' perception of transparency in sponsored posts.  Purpose: The purpose of this thesis is to explore parasocial relationships and persuasion knowledge impact on followers’ perceived transparency of social media influencers. Methodology: This abductive thesis used a qualitative strategy for the collection of empirical data. A combination of four focus groups and semi-structured interviews were used, leading to a total of 17 participants. The data was analyzed using thematic analysis, resulting in three major themes and nine sub-themes. Findings: We found that followers’ perceived transparency has direct relationships with PSR and persuasion knowledge, respectively. However, there was no direct link between PSR and persuasion knowledge. Instead, this relationship was indirect through perceived transparency. Furthermore, how these concepts affect each other determines how followers perceive and respond to sponsored content.  Value: This thesis demonstrates the effectiveness perceived transparency has in SMIs sponsored content. Furthermore, we also extend the view and the meaning of PSR and persuasion knowledge, in response to perceived transparency. Lastly, this thesis illustrates PSR and persuasion knowledge’s effect on perceived transparency and how this ends in followers' perception of sponsored content.

The aim of this thesis is to provide insight into how YouTube audiences perceive the professionalization of vlog production styles and what happens to the parasocial relationship between viewer and vlogger, especially in relation to authenticity, in relation to this. This is done by a thematic analysis of comments on Valeria Lipovetsky’s YouTube video “We Need To Talk”, which serves as a case study. The analysis is done in background to theories of professionalization of influencers, parasocial relationships and authenticity. The results show that there is a tension between the perceived authenticity of the vlogger and the professionalization of vlog production style that is affecting the parasocial relationship between viewer and vlogger negatively. The distinguished themes point to vlogs filmed by a camera team being perceived to resemble reality television which is making the viewers feel disconnected with the vlogger. It is revealed that the audience prefers vlogs where the vlogger is holding the camera themselves, asthat is perceived as more personal and authentic.

This paper comprehensively examines a new type of social media influencer characterized by altruistic tendencies. Utilizing the popular YouTube channel Vlogbrothers as the case study text for a constant comparative analysis, this research explores how the strategies altruistic influencers use to mobilize their community for good, the characteristics of the altruistic influencers, and how altruistic influencers create community. Through an in-depth analysis of 30 Vlogbrothers videos, the themes of education, community, and shared humanity emerged. Education, shared values, and calls to action are discussed as essential for mobilizing communities in charitable endeavors. Authenticity, quality, accessibility, and solutions-focused action were found to be vital characteristics of altruistic influencers. Structure, collaboration, multi-format content, parasocial relationships, and traditions are discussed as community-building tools for altruistic influencers. This research contributes to the existing literature on corporate social responsibility and purpose-driven organizations within the realm of social media influencers. Furthermore, it introduces the concept of "altruistic influencer" as a distinct category within this literature. By outlining the key characteristics and strategies observed in altruistic influencers, this study provides a valuable framework for other influencers to model and encourages further exploration of this field.

In a society where digitalization thrives, opportunities for both conducting e-commerce and promoting it are enhanced. A common marketing strategy that has shown to be efficient is collaborating with Social Media Influencers. It is widely known that social media influencers can greatly help e-commerce companies get noticed. However, it has remained a problem figuring out what an appropriate influencer is for one’s business purposes and marketing objectives.  This study has gathered empirical data by conducting qualitative studies, including interviews with four e-commerce companies. The researchers followed a deductive approach in their investigation. The interviews have helped identify patterns related to the research questions and have generated new insights in the field. The research provides a deeper understanding of which parameters are suitable for specific purposes. Additionally, the thesis highlights the interconnections between these parameters to elaborate an overall understanding of the strategy. The potential risks associated with the strategy are also addressed. This thesis highlights why certain social media influencers are considered more suitable than others in the perspective of an e-commerce business.

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Influencers wield significant influence over their followers, making it essential to study how they build trust. This paper investigates how influencers Isabella Löwengrip, formerly Blondinbella, and Joakim Lundell, formerly Jockiboi, retained their followers' trust on Instagram during their persona changes. Given Instagram's popularity in Sweden, understanding influencer trust-building is crucial. Using rhetorical analysis, I will examine their official Instagram accounts to identify the strategies they used to maintain trust despite their identity transformations. Online, individuals often adopt identities with enhanced traits, different from their offlineidentity. Existing research reveals a gap in understanding influencers’ persona changes on Instagram. Relevant studies focus on parasocial relationships, online identities, and authenticity. Parasocial relationships involve perceived interactions between media users and figures, fostering identification. Online identities highlight favorable traits, differing from offline personas, while authenticity refers to perceived genuineness. This study aims to bridge this gap by exploring how influencers maintain trust during persona changes, making it a valuable research topic.