Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a daily basis in form of video logs (vlogs). Studies has indicated that the more credibility an endorser has, the more likely the purchase intention is, but also higher retention for the advertised brand. Therefor the purpose of this study is to describe the factors of endorser credibility, benefiting endorsers in how they can increase their credibility. The study also looked at the relation between endorsers’ credibility and attitude towards the advertisement, benefiting companies in choosing the most profitable endorser. A quantitative study was conducted to answer the research purpose, where a questionnaire was sent out to students on LUT (Luleå University of Technology). The results of this study suggested that endorsers credibility consists of all the five factors that was looked at in this study which was trustworthiness, attractiveness, expertise, homogeneous and tie strength. Findings of this study also suggested a direct and positive relation between some factors of endorser credibility with attitude towards advertisement

No description available.

Syftet med uppsatsen var att förklara hur svenska kvinnliga Millennials attityd och köpintention påverkas av influencers på Instagram inom modebranschen. För att besvara syftet har influencerns effektivitet analyserats genom fyra variabler; dessa är source credibility, source attractiveness, product match up och meaning transfer. Studien har grundats i teorier om celebrity endorsement och influencer marketing och olika sätt att mäta hur effektiva endorsern är. Hypoteser formades för att kunna bekräfta samband mellan de fyra variablerna och attityd och köpintention. Empirin samlades in via enkäter till kvinnliga Millennials i Norrbotten där respondenterna fick besvara frågor baserat på en bild och utifrån bilden besvara vilket ord som stämde bäst överens med deras åsikt. Uppsatsen testade nio hypoteser och fem av dessa kunde styrkas. Resultatet visade att source credibility påverkar köpintentionen, det finns ett samband mellan source attractiveness och attityd men attraktivitet är inte en tillräcklig stark källa för att övertyga konsumenter till köp. Product match up påverkar Millennials köpintention, meaning transfer har ett positivt samband till konsumenternas attityd och attityd påverkar köpintention. För vidare forskning föreslås en kvalitativ undersökning för att få djupare förståelse av Instagram-influencers påverkan paå Millennialskonsumenter. / The purpose of this report was to explain how Swedish female Millennials attitudes and their purchase intention were affected by influencers on social media. This has been done by analyzing four variables; source credibility, source attractiveness, product match up and meaning transfer. The study was based on theory about celebrity endorsement, influencer marketing and different ways of measuring how effective the endorser is. Hypotheses were formulated to be able to confirm relationships between the four variables, and attitudes and purchase intention. The data were gathered from female Millennials in Norrbotten via an online survey and the respondents got to answer questions based on a picture and answer what word which best described their opinion of the picture. The report tested nine hypotheses and five of these could be confirmed. The result showed that source credibility affects the purchase intention. There is a relationship between source attractiveness and consumer attitude, however attractiveness is not a strong enough source to convince the purchase intention of consumers. Product match up affects Millennials purchase intention, meaning transfer has a positive relationship towards consumer attitude, and attitude affects purchase intention. For future research, it is suggested to make a qualitative study in order to gain deeper understanding the effect of Instagram-influencers on Millennial consumers.

This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model.    To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer.

本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論： 1.當代言人與產品適配度較高時，消費者購買意願會較高。 2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。 3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。 4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。 5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。 6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。 / The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results: 1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention. 2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention. 3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention. 4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility. 5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.

<p>The examination has been performed at Bjerking AB, which is an architectural and engineering company. Bjerking AB has the ambition to be a member of Green Building.</p><p>The Green Building program developed in year 2005 by The European Commission, the program is an environmental system with the aim to improving energy efficiency within the sectors of non-residential buildings. The minimum requirements to participate the program are following: in new-built buildings the calculated energy consumption must be 25 % lower than the requirements in the BBR (Building regulations) and in refurbishment the reduction must be 25 % lower than before the optimization.</p><p>The aim of this study has been to examine and review the company Bjerking AB's energy efficiency work in the project of building the school/kindergarten S:ta Maria Alsike, where the goal is to get this building Green Building classed. A description of requirements to become a member of the Green Building has also accomplished in the thesis.</p><p>The methods performed in this study are literature review, searches on the Internet, studies on the project database for facts/values, calculation of energy consumption and interviews of members of the Green Building. </p><p>The following issues have been dealt with in the report;</p><p>-          Did the building in the project manage the requirement to achieve an   energy consumption that is 25% lower than the requirements in BBR?</p><p>-          What technical measures/system was selected in the building?</p><p>-          What kind of cooperation was the project based on?</p><p>-          What is required for consultancy companies and real estate owners to become members of the Green Building?</p><p>The study of the project and calculation of estimated energy consumption in the building, give the result 47 kWh/m², year. This is 60 % lower than the requirements of BBR. The Green Building requirement is that the building's energy consumption should be at least 25% less than the requirements in BBR. The building fulfills this requirement by a significant margin. It can therefore be concluded that the technical solutions carried out in the building are energy efficient. The project consisted of the cooperation shape “partnering ", which can be assumed to be a good form of cooperation in order to achieve an energy efficient building. The consultancy company Bjerking AB and the landlord Knivsta Pastorat has the potential to become members of Green Building, as Green Building Endorser respective Green Building Partner.</p><p><strong>Keywords:</strong> energy efficiency, requirements of BBR, technical systems, cooperation, consultancy companies, real estate owners, estimated energy consumption, partnering, Green Building Partner, Green Building Endorser.</p> / Utbildningsprogram: Civilingenjör i samhällsteknik, 180 p (270 hp).

The examination has been performed at Bjerking AB, which is an architectural and engineering company. Bjerking AB has the ambition to be a member of Green Building. The Green Building program developed in year 2005 by The European Commission, the program is an environmental system with the aim to improving energy efficiency within the sectors of non-residential buildings. The minimum requirements to participate the program are following: in new-built buildings the calculated energy consumption must be 25 % lower than the requirements in the BBR (Building regulations) and in refurbishment the reduction must be 25 % lower than before the optimization. The aim of this study has been to examine and review the company Bjerking AB's energy efficiency work in the project of building the school/kindergarten S:ta Maria Alsike, where the goal is to get this building Green Building classed. A description of requirements to become a member of the Green Building has also accomplished in the thesis. The methods performed in this study are literature review, searches on the Internet, studies on the project database for facts/values, calculation of energy consumption and interviews of members of the Green Building.  The following issues have been dealt with in the report; -          Did the building in the project manage the requirement to achieve an   energy consumption that is 25% lower than the requirements in BBR? -          What technical measures/system was selected in the building? -          What kind of cooperation was the project based on? -          What is required for consultancy companies and real estate owners to become members of the Green Building? The study of the project and calculation of estimated energy consumption in the building, give the result 47 kWh/m2, year. This is 60 % lower than the requirements of BBR. The Green Building requirement is that the building's energy consumption should be at least 25% less than the requirements in BBR. The building fulfills this requirement by a significant margin. It can therefore be concluded that the technical solutions carried out in the building are energy efficient. The project consisted of the cooperation shape “partnering ", which can be assumed to be a good form of cooperation in order to achieve an energy efficient building. The consultancy company Bjerking AB and the landlord Knivsta Pastorat has the potential to become members of Green Building, as Green Building Endorser respective Green Building Partner. Keywords: energy efficiency, requirements of BBR, technical systems, cooperation, consultancy companies, real estate owners, estimated energy consumption, partnering, Green Building Partner, Green Building Endorser. / Utbildningsprogram: Civilingenjör i samhällsteknik, 180 p (270 hp).