This thesis uses the commonly cited concepts surrounding globalization and hybridization to explore the ways in which parasocial interactions and relationships develop between American fans and K-pop groups. A qualitative content analysis of WeVerse, V Live, and YouTube comments has been conducted to get in-depth knowledge of the ways that fans interact with their idols. From various postings on these sites, 50 English-language comments were sampled from each. These public posts showed the varying intensity of fan interactions with idols over social media. Reactions were most present in video livestreams and official K-pop account posts relating to promotional activities and idol birthdays. Many posts show a collection of fan infatuation and longing for some real-world relationship, be it friendly or more intimate. From this, it can be concluded that parasocial relationships are better developed through interactions over social media sites, which has only become a viable option in the last decade. Furthermore, globalization and hybridization are catalysts for new cultural phenomenon like K-pop to emerge in the American mainstream. While globalization has been pushed forward by the expansion of the internet, hybridization has solidified its place as a joining of cultures from different countries. In the area of K-pop, this is seen by the combination of English being mixed in with Korean lyrics to create a catchy chorus or the use of instrumentation reminiscent of American pop and hip-hop and rap. / Media Studies & Production

Mukbang is a Korean word for ‘eating livestream’. As an emerging sub-genre of internet influencers, Mukbang influencers has become the marketing tool for some firms recently. In this paper, we will conduct a case study of small sized e-commerce firms in China’s food industry. We explore firms’ perspectives towards the emerging Mukbang phenomenon, aiming to find out which factors influence the adoption of Mukbang influencer marketing by small firms. Our research results illustrate that the main point of concern for companies is the lack of information about financial data such as the average return on investment, and also the lack of information on consumer preferences and consumer analysis. Opportunity, potential benefits, uncertainty, resources available and the characteristics of the firms (or to be more specific, the management team) are important factors that influence small firms’ marketing decisions to use or not internet influencer marketing.

This essay intends to examine the phenomenon of virtual influencers on Instagram and contribute with a fundamental knowledge within a relatively unexplored field of research. By studying the comment sections of three virtual influencers with authenticity and parasocial relationships as the theoretical starting point the essay aims to contribute with insights about participation. The comment data is examined through a combined method of a quantitative and qualitative content analysis. The entirety of the material is coded quantitatively to map the main characteristics of the comments. Qualitative tools then enable a further and deeper analysis of the comments categorized as longer and they are coded a second time. The result of the two code schemes is presented using charts and tables. These describe the type of participation that occurred and the thematization and categorization of the longer comments. Examples that represent different attributes and angles of the categories and subcategories are broken down into components as a final step of the analysis.  The results of the study include signs of parasocial relationships in a variety of forms. Compliments, conversation starters and friendly questions are in some instances openly conscious of the fact that the influencer is not a real person, and some are not. Certain friendly comments strengthened the influencers’ authenticity, and a few questioned their actions with references to previously communicated preferences. Although there were a few participants who pointed at the influencers’ persona, most of the comments regarding authenticity revolved around their physical form or existence. Signs of hatred, fear and anger occurred in this fraction of the comments. / Denna studie ämnar undersöka deltagande riktat till fenomenet virtuella influencers och bidra med grundläggande kunskap inom ett relativt outforskat område. Genom att studera kommentarsfälten på tre virtuella influencers Instagramkonton med fokus på parasociala relationer och autenticitet ger studien en inblick i hur deltagandet ser ut när allt är på låtsas. Kommentarerna analyseras genom en kombination av kvantitativ och kvalitativ innehållsanalys. Det första steget är en kvantitativ kartläggning av samtliga kommentarer för att ge en övergripande bild av deltagandet. Vidare analyseras de längre kommentarerna djupare genom kvalitativa verktyg för att belysa tecken på parasociala relationer och föreställningar om autenticitet.  Resultaten visar tecken på parasociala relationer i ett flertal former. Komplimanger, inbjudningar till konversation och vänskapliga frågor kommuniceras från skribenter som i vissa fall uppvisar vetskap om att influencern är en fiktiv karaktär och i vissa fall inte. En del vänskapliga kommentarer stärker influencerns autenticitet och en del hänvisar till tidigare uttalanden och ifrågasätter kontoinnehavarna. Även om en del kommentarer gällande autenticitet rörde karaktärernas persona relaterade de flesta till deras fysiska (icke-)existens. Bland dessa kommentarer förekom tecken på hat, rädsla och ilska.

This thesis explores the phenomenon of cancel culture within the media and communication science field, aiming to contribute to the understanding of cancel culture beyond the focal point of the cancelled figure. Drawing upon the theoretical framework of Governmentality with discourse and language and utilizing Multimodal Discourse Analysis (MCDA) as a methodological tool, the study delves into the complexities of cancel culture and its implications. The research involves a comprehensive qualitative analysis of Facebook news posts, with a further selection of content informed by a preliminary quantitative analysis of prevalent language themes found in their comments. By combining both quantitative and qualitative approaches, the study provides a nuanced understanding of the discourses surrounding cancel culture. Through an exploration of the praise of Yasin as Sweden’s best rapper, now a prominent figure within the context of cancel culture, the thesis analyses the qualitative technicalities of how Yasin is being cancelled and its potential resonance with his fans from marginalized communities. It sheds light on how Yasin's music functions a powerful medium of expression, capturing the complexity of life in exposed areas that resonates with the experiences of many young residents in the suburbs of exclusion. The thesis problematizes the potential consequences of cancelling public figures of marginalized communities and how this can be understood as a power relationship. Moreover, it stresses the potential segregation of social circles that can result from such actions. By this, it underscores the paradox of cancelling Yasin, who addresses the challenges faced by marginalized communities, and how cancelling his domestic narrative may further widen the divide between these communities and the rest of society.

This quantitative study aims to understand the parasocial interaction (PSI) and parasocial relationship (PSR) between Swedish k-pop (korean popular music) fans and k-pop idols. The study also aims to understand how gender and stereotypes affect the way parasocial relationships are formed and upheld. Using a survey conducted through Google Forms, respondents (N=131) were questioned about their relationship to k-pop and their habits surrounding the topic k-pop and fandom from a gender- central perspective. The study also utilised previous studies conducted about both PSI and PSR as well as studies within gender, fandom and feminism to gain a greater understanding of the field of research. Results of the study show that most PSI takes place on social media apps such as Instagram, as well as chat and live streaming apps. Results show that most respondents are aware that the relationship they have to an idol is parasocial and that these fans continue the PSR because they want to support the idols. A smaller group of fans however identified their relationship to the idols as being real. Results of the study also show that male fans of k-pop interact with female idols to a higher degree than female fans, and that female fans interaction is more evenly distributed between both male and female k-pop idols. For future research on this topic the relationship between fan and idol could be explored further using in depth interviews, which would also improve the studys generalisation ability as well as improve the disproportionate participation between female and male participants.

This essay examines the presence of parasocial relationships in the comments of one k-pop girl group’s and one k-pop boy group’s vlog series on YouTube with the intent to compare and examine if the way parasocial relationships are expressed differentiates if the artist in question is a man or a woman. By the study of the two comment sections this essay intends to contribute with insights about the phenomenon of parasocial relationships from a feminist perspective. The data is examined by combining a quantitative and a qualitative method. The first step is a quantitive content analysis with which we collect and code 100 comments from each video with the purpose of mapping out the general themes of the comments and to sort out the comments which will be analysed in the next step. In the next step a qualitative linguistic analysis is used to find the main themes of the comments which express parasocial relationships. This step enables a deeper analysis and understanding of the comments which express parasocial relationships and to be able to compare the results these comments are coded as well. The results of both codings are presented in the form of charts and tables. The findings suggest that there is a slight difference between how people express parasocial relationships towards men and women. The comments under the female artists vlog were significantly shorter and had in general less comments that suggested parasocial relationships. The female artists comment section also showed the least amount of identification with the artist, less belonging and more intimacy compared to the male artists comment section.

No description available.

I denna studie undersöker vi hur stor roll influencers spelar in på den digitala marknadsföringen bland världens tre största sportföretag. Kända personer har sedan långt tillbaka innan internet använts av företag i marknadsföringssyfte vilket legat till grund för kommunikationsteorier som celebrity endorsement och parasocial relations. I dagens läge är denna typ av strategi lika relevant om inte mer, då det talas om influencer marketing som en betydande roll inom den digitala marknadsföringen. Denna studie går ut på att undersöka och mäta hur ofta influencers används på sociala medier samt att se mer djupgående på vilka sorts influencers som blir mest representerade. De grupper som studien undersöker är nano, micro, macro och mega-influencers. Vi vill se om det finns ett mönster i vilken typ av influencer som skapar störst engagemang i form av gillningar och kommentarer då tidigare forskning visat en delad bild. Något som även kan vara en påverkande faktor i ökat engagemang är i vilket format inlägget publicerats i. Vi kommer därför undersöka om inläggets format bidrar till ökat engagemang, det vill säga om inlägget är publicerat som en bild, video eller karusell. För att utforma denna studie har vi utgått från en kvantitativ metod där vi samlat in data från alla publicerade inlägg på Adidas, Puma och Nikes Instagram profil 2023. Totalt har 564 inlägg analyserats utifrån ett utformat kodschema för att få svar på frågeställningarna. I inläggen undersöker vi hur ofta företagen använt sig av influencers, vilka influencers som förekommer och vilket format som har använts mest. Detta har vi sedan jämfört med antalet gillningar och kommentarer inlägget besitter för att komma fram till ett resultat i vad som väcker störst, kontra minst engagemang. Huvudresultatet av studien visar att influencers har en betydande roll för alla tre företagens digitala marknadsföring då majoriteten av alla undersökta inlägg innehöll åtminstone en influencer. Mega-influencers är den grupp som både används mest och presterat bäst bland alla tre företag. Det är den grupp som lyckats skapa störst engagemang jämfört med de andra grupperna. Generellt kunde vi se att ju fler följare en influencer besitter desto bättre presterade inlägget, men att påverkan fortfarande är diskuterbar då många inlägg även visade lågt engagemang. När det kom till formatet kunde vi se att videoinlägg används mest frekvent, men att karusellinlägg presterade bäst i engagemanget.

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.

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.