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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.

Titel: TikToks Påverkan: En studie om recensioners påverkan på TikTok-användare – Inom elektronisk Word-Of-Mouth. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Lorita Maqedonci och Vanesa Voca Handledare: Martin Ahlenius Datum: 2024 - Januari Syfte: Syftet med denna studie är att undersöka hur recensioner på TikTok påverkar användare genom elektronisk Word-Of-Mouth (eWOM). Metod: Denna forskning bygger på en deduktiv metod, där en enkätundersökning har utgjort grunden för den empiriska analysen och datainsamlingen. Statistikprogrammet "JASP" har använts för att analysera data, inklusive korrelationsanalyser och deskriptiv statistik. Studiens respondenter omfattar personer som använder TikTok-plattformen. Resultat och slutsats: Studien undersökte hur TikTok-recensioner påverkar köpintentioner och köpbeslut genom elektronisk Word-Of-Mouth (eWOM). Resultaten visade att dagliga användare har högre förtroende för recensioner och är mer benägna att söka produktrekommendationer på TikTok. Även om det fanns kopplingar mellan användarfrekvens, förtroende och förändringar i åsikter om varumärken, var antalet respondenter begränsat. Trots detta ger studien insikter om hur eWOM-recensioner på TikTok påverkar användarnas förtroende, attityder och köpbeteenden. Examensarbetets bidrag: Studiens resultat bidrar till insikter om hur TikTok-recensioner påverkar användarnas förtroende, attityder och köpbeteenden. Andra användare, företag och varumärken på plattformen kan ta lärdom om vad som påverkar konsumenterna och sedan anpassa sitt innehåll. Förslag till fortsatt forskning: Framtida forskning bör inrikta sig på specifika och begränsade populationer, som unga kvinnor inom åldersgruppen 18–24 år, för en djupare förståelse av eWOM-effekter. Semistrukturerade intervjuer kan användas för att utforska nyanserade aspekter av respondenternas tankar och erfarenheter. Dessutom kan forskning fokusera på influencer-marknadsföring på TikTok och undersöka hur olika typer av varumärkessamarbeten påverkar konsumenters förtroende och köpintention. En intressant forskningsfråga är hur kontinuitet och regelbundenhet i varumärkessamarbeten påverkar influencers trovärdighet och förtroende hos konsumenterna. Nyckelord: EWOM, positiv/negativ WOM, e-handel, OCR, IACM, TikTok, och sociala medier / Titel: Impact of TikTok: A study on the influence of reviews on TikTok users – Within electronic Word-Of-Mouth. Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Lorita Maqedonci and Vanesa Voca Supervisor: Martin AhleniusDate: 2024 - January Aim: The purpose of this study is to investigate how reviews on TikTok influence users through electronic Word-Of-Mouth (eWOM). Method: This research is based on a deductive approach, where a survey has served as the foundation for the empirical analysis and data collection. The statistical program "JASP" has been employed to analyze data, including correlation analyses and descriptive statistics. The study's respondents encompass individuals who use the TikTok platform. Result and conclusion: The study investigated how TikTok reviews influence purchase intentions and decisions through electronic Word-Of-Mouth (eWOM). The results indicated that daily users have higher trust in reviews and are more likely to seek product recommendations on TikTok. Although there were associations between user frequency, trust, and changes in brand opinions, the number of respondents was limited. Nevertheless, the study provides insights into how eWOM reviews on TikTok impact users' trust, attitudes, and purchasing behaviors. Contribution of the thesis: The study's findings contribute insights into how TikTok reviews influence users' trust, attitudes, and purchasing behaviors. Other users, companies, and brands on the platform can learn about factors influencing consumers and subsequently tailor their content accordingly. Suggestions for future research: Future research should target specific and limited populations, such as young women within the 18–24 age group, for a deeper understanding of eWOM effects. Semistructured interviews can be employed to explore nuanced aspects of respondents' thoughts and experiences. Additionally, research can focus on influencer marketing on TikTok and examine how different types of brand collaborations impact consumer trust and purchase intentions. An intriguing research question is how continuity and regularity in brand collaborations affect influencers' credibility and consumer trust. Key words: EWOM, positive/negative WOM, e-commerce, OCR, IACM, TikTok, and social media.

Den här uppsatsen har undersökt hur förändringsprocessen gick till när folkbibliotek skapade Tiktok-konton och vilka faktorer som spelade roll för kontos upprätthållning. Studien undersökte också hur bibliotekens konton på plattformen har förändrat biblioteksverksamheten enligt folkbibliotekarien. Urvalet till studien var folkbibliotekarier och datainsamlingen skedde genom semistrukturerade intervjuer som sedan analyserades med hjälp av en tematisk analys. Studiens teoretiska ramverk var begreppet förändring samt Lewins förändringsprocessmodell. Analysen visade att alla folkbiblioteken gick igenom en förändringsprocess och följde i stort sett de två första faserna av förändringsprocessmodellen. Faktorer som tidsbrist, motivation och stöd från kollegor och chefer visade sig påverka bibliotekens konton på Tiktok och dess upprätthållning. Analysen visade vidare att folkbibliotekens användning av Tiktok hade en stor påverkan på biblioteksverksamheten där förändringar har skett bland annat på bibliotekens hyllor och deras inköp och utbud. Det har även framkommit att folkbibliotekarierna anser att Tiktok kommer att fortsätta förändra verksamheten fastän de personligen slutar vara aktiva på plattformen.

Aftonbladet, Expressen and TV4 Nyheterna are the largest Swedish news media on TikTok, and this essay focuses on how these media outlets evaluate news and what the news selection looks like on the platform. We proceeded from the theory of commercialization, news evaluation and agenda setting in combination with previous research on news evaluation and news selection on social media to answer our questions. A method triangulation worked well in this essay, where the quantitative part answered the question of news selection, while the qualitative part answered the question of news evaluation. The quantitative part is based on 300 TikTok clips and the qualitative part is based on 5 interviews with journalists. The results show that crime is the most common news genre on the app and that the news evaluation is greatly influenced by the target group and the design of the platform. The result also showed that bad and surprising news are the most recurring news values according to the news selection and that news that takes place in Sweden are the most common. Social, political, and economic issues are the news that engages the audience the most and can be seen in the number of shares, likes and comments. The commercialization of journalism is also prominent in the journalists' evaluation of the news on TikTok, as well as which news is published. However, further research is required to understand the relationship between news rating and news selection on TikTok, as well as additional aspects such as framing and angle.

Studien syfte är att undersöka hur olika klipp på Tiktok kan spegla maktförhållanden och sexisitiska ideal, med ett intresse för att se hur oentliga och privata sfären svävar samman och inuerar beetenden på TikTok. Det empiriska material för studien är baserat på en kvalitativ sociosemiotisk analys av 10 utvalda videoklipp på TikTok, där vi vill förstå olika teckens betydelse utifrån ett socialkonstruktivistiskt perspektiv. Med empiriska exempel från tidigare forskning, kan det argumenteras för att speglingen av maktförhållanden och sexisitiska ideal är skapade av sociala konstruktioner i den oentliga sfären. De huvudsakliga slutsatser som gjordes var att TikTok är ett socialt medium som representerar både maktförhållanden och sexisitiska ideal i stor utsträckning. Speciellt maktrelationer visade sig genomsyra hela analysen. / This study aims to explore how dierent video clips on Tiktok can reect authority in relations between people and reect sexist ideals. With an interest to see how the public and private spheres can collide, and inuence the behaviors on Tiktok.  The empirical work of this study is based on a qualitative social semiotics analysis of 10 selected videos on TikTok, where we try to understand dierent signs with a socially critical perspective. With empirical examples from previous research and literature, it can be argued that the reection of authority in relations and sexist ideals is a social construction, and through the public sphere this construction is legitimized.  The main ndings in this study show that TikTok is a social media that represents both authorities in relations and sexist ideals widely, and authority in relations permeates the entire analysis.

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This study investigates TikTok audios and hashtags through the lens of digital literacy studies, using Ron Scollon's nexus of practice as a theoretical framework. The researcher sought to investigate literacy practices on TikTok, such as how lurkers and posters interact with the app in ways that both define and are defined by their individual identities. Relative to other social media platforms, there is a dearth of research on TikTok. This study contributes to the gap while also building off the findings of Kaye et al., who investigated authorship and (mis)attribution on the app, and Sachs et al.'s claim that Goffman's metaphorical front stage is weakening as users are able to select audiences for identity performance on TikTok. Through ethnographic semi-structured interviews and textual analysis, the researcher found that hashtags and audios work in tandem on TikTok; both hashtags and audios work to traditionally sort videos for users, hashtags offer creators an additional boost to their views, and audios act as an additional sorting mechanism. Furthermore, the study found evidence that audios signal a video's content prior to viewing. The findings additionally opposed Sachs et al.'s claim about the front stage weakening; rather, the participants were acutely aware of the “mortifying ordeal of being known,” with TikTok allowing users to have multiple “front stages'' to perform different aspects of themselves on, while still keeping certain parts to the “backstage.”

Based on the news coverage published 2020 that exposed practices of censorship and shadowbanning of LGBTQ+ creators implemented with the help of the TikTok algorithm the aim of this thesis was established (Ryan et al., 2020). The thesis analyze communication published on the Reddit forum r/actuallesbians regarding the lesbian community on TikTok to examine if there had been algorithmic “folk theories” created regarding the platform’s algorithm. This was done by performing a qualitative thematic content analysis of posts dedicated to the subject of TikTok’s algorithm and lesbian TikTok creators sourced from the Reddit forum. The data sample collected was 4 Reddit posts and their 116 subsequential comments published by 68 users. This analysis found that there were two main themes present in the user’s algorithmic theories; algorithm as it is and algorithm as you make it. Depending on the individuals’ beliefs regarding the algorithm it also affected their belief on the platforms ability to host a diverse lesbian community. The study found that the community had created opposing “folk theories” regarding the function of the algorithm and to what extent the community could create narratives representing the whole community. Depending on the “folk theory” the users were analyzed to fit into, they exhibited different behaviors and beliefs on how community could be created on the platform.

The aim of this thesis is to analyse the first TikTok posts of the Swiss government that were published during the pandemic. This thesis investigates how their Covid-19 vaccine campaign is presented on TikTok and contributes to the field of crisis communication. For this, the analysis relied on two theoretical frameworks. On the one hand, Barthes’ concepts of denotation and connotation (1968) helped to structure the analysis and allowed a clear distinction between the description of visual and textual aspects of the posts as well as possible interpretations. On the other hand, taking the concept of framing (Goffman, 1974) allowed to categorise data and draw patterns of association of the government’s communication with the public. Results of this study show that the frames evidence and facts, claim, call for action and personal motivation are represented in the government’s Covid-19 vaccine-related TikTok posts. Thereby, the government let experts in the field answer to topics of interest to the public and address several concerns about the vaccine such as causing side effects, infertility, allergic reactions, and immunisation after the vaccination. On the other hand, posts also speak to young users and show benefits of getting vaccinated in terms of having more freedom when travelling, meeting people and partying. All in all, the posts make a stiff and planned impression as in an interview situation. Furthermore, people shown in the posts are all middle-class Caucasians, which excludes other subgroups of the population such as non-Caucasians or those with a migration background and is critically discussed. Further studies could elaborate on governments’ post-pandemic communication or other platforms and campaigns.