Research questions:  How do social media influencers affect fashion purchase intent? How is slow fashion behavior affected by social media influencers?                                 Purpose:                  The purpose of this paper is to investigate the possible effects that social media influencers have on slow fashion behavior, in addition to explore the effects of social media influencers on fashion purchase intent. Method:                   This research was conducted through a quantitative study and the data was collected using an online survey. The survey was constructed and distributed in collaboration with a research group at Mälardalen University.  Conclusion:             This study confirms that influencers have the possibility to influence consumers’ behavior and provides initial insight into how their communities can affect consumers. The study concludes that influencers can persuade consumers to purchase fashion products online. However, there is ambiguity into how much influencers affect consumers. The study showed that the relationship between influencers and their communities is not clear, and especially how the two concepts interact in the way they influence consumers to behave more sustainably. Despite the complex relationship, both have the capability to positively and negatively affect consumers’ slow fashion behavior. While consumers may not employ all behaviors favorable in the slow fashion movement, any positive behavior will make a difference.

Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change in the marketing environment firms have moved towards utilizing social media influencers and brand co-creation activities to drive the level to which customers connect their self-concepts with the brand.      Purpose: The purpose of this thesis is to explore the unique ways in which NA-KD uses their influencer marketing strategy and brand co-creation activities to drive the social identities of their customers and to create a model that visualizes this process. Method: An exploratory study has been conducted by the authors to investigate the influencer marketing and brand co-creation activities of the firm as to address the purpose of this paper. A single case study was performed where NA-KD was the primary subject of research. Semi-structured interviews with key employees working within marketing, collaborations and content creation was the primary source of data collection.    Conclusion: The empirical findings demonstrated the processes which employees at NA-KD created to develop their influencer marketing and brand co-creation strategies. The findings showed that the social identities of customers in an influencer-born firm are able to be directed through the activities within influencer marketing and brand co-creation. From these findings a conceptual model representing the process and management of social identity direction and producer-consumer relationship formation. This process includes influencer marketing, brand co-creation and brand experience, managed by methods of CRM and circle mapping to allow for self-brand connections and continued firm growth to occur.

No description available.

Research shows that influencer marketing is an effective way to market on social media. Scientists argue that consumers rely on influencers to help them decide on their purchases and guide them through the whole process. In a world where everyone can become an artist, it can be a struggle to stand out among the crowd. This is why this study aims to investigate if influencer marketing can be a new way for artists to reach various audiences and target groups. We want to explore the possibilities for swedish artists to implement influencer marketing as a way of strengthening their personal brand.  The empirical data is based on eight different interviews and observations on social media conducted through a period of time of about two months. The average time of the interviews was 37 minutes.  The results of this study shows that artists are willing to implement influencer marketing into their lives. This includes doing more collaborations with other influencers and companies. This study shows that there are two ways for an artist to implement influencer marketing into their marketing strategies. An artist can either collaborate with some established influencers and use their platforms to push their music out on social media. This could lead to the artist reaching a new audience and hopefully gain more followers. We also saw that the artist has the possibility to become an influencer in the sense that they collaborate with other brands on their social media platforms. This study shows that there might be risk with connecting your own brand to another but we can not find any major obstacles if the collaboration seems genuine and follows with the artists brand.

Syftet med föreliggande studie är att studera betalda samarbeten mellan kvinnliga svenskainfluencers och företag på sociala medier. Närmare bestämt studeras företag och influencersexploatering av feminism i kommersiella syften. Studien ämnar bidra till ökad kunskap ochförståelse om hur femvertising verkar inom Influencer Marketing i den svenska socialamediekontexten, specifikt på medieplattformen Instagram. Med hjälp av den multimodalakritiska diskursanalysen undersöks tre Instagram-inlägg publicerade av influencers. Studienhar sin utgångspunkt i teorierna; tvåstegshypotesen, postfeminism och kommodifieradfeminism och undersöker hur feministiska budskap uttrycks samt hur influencers med sinauktoritet och tillförlitlighet har möjlighet att påverka människors attityder och värderingar.Resultaten används för att diskutera och problematisera företags och influencers exploateringav feministiska budskap och hur det kan påverka allmänhetens förståelse av feminism.Studiens resultat visar 1) att det till en övervägande del är postfeministiska budskap omsjälvständighet, individualisering och självsäkerhet som kommer till uttryck. Dessa tillskrivsäven till agerandet av att konsumera produkterna som marknadsförs. 2) Feminism exploaterasi syfte att stärka både företags och influencers varumärkesidentiteter. 3) Exploateringen avfeminism i marknadsföring är både problematisk och gynnande för allmänhetens förståelse avfeminism. Det är gynnande då fler blir medvetna om problemet, men är problematiskt pågrund av att problemets tyngd och väsentlighet förminskas på grund av de kommersiellaintentionerna.

Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. Influencers with a large number of followers have been used by many companies as online marketing tools. To deeply explore the reasons why Chinese millennial consumers buy products recommended by the influencer, the Theory of Triadic Influence (TTI) was used as the theoretical basis to form the theoretical framework of this study after a review of academic literature, and various factors such as Chinese culture, different industries, personal influence stream, environment, and social environment should be considered. Purpose The purpose of this research is to study the factors that affect Chinese millennial consumers to follow the recommendations of influencers in purchasing sports products through Taobao, Tik Tok, or Weibo. MethodIn this quantitative research, 362 Chinese respondents' data were collected through an online questionnaire. The data of the 302 sample were tested and analyzed by SPSS software since they were referring to Chinese millennials who have followed influencers and purchased sports products online. Conclusion According to the data analysis results of this study, behavior control, self-efficacy, and attitude will actively promote Chinese millennial consumers' purchase intentions of sports products recommended by influencers. Finally, social norms are related to Chinese culture, which may explain why this hypothesis does not significantly predict consumers' online purchase intentions. Therefore, this study could provide suggestions for influencers and online retailers to help them improve the online purchasing intention of Chinese millennial consumers, and thus improve the sales and profit. On the other hand, this study can help consumers understand the marketing strategies of influencers to achieve the purpose of helping them to make more rational consumption.

The online revolution has developed digital marketing, and how businesses connect with new consumers. The commercial usage of the World Wide Web has created opportunities for businesses to market their product through new digital platforms and marketing strategies. Therefore, social media platforms such as Instagram has become a dominant communication channel for consumers. From a business perspective this has created an opportunity by marketing their product through influencer marketing. An influencer is a person who has built a social network with people following them on the social platforms. The influencer is getting paid to market products on their social media to influence their followers. 98% of people studying in Sweden are using social media frequently, this makes them a target group suited for influencer marketing. The purpose of this thesis is to evaluate how influencer marketing affect students’ attitudes and subsequently purchase intention through social media. To answer this research purpose a theoretical framework has been developed based on Theory of Reasoned Action. Semi structured interviews were conducted on a one-to-one basis with 17 students at Luleå University of Technology (LTU). The interviews focused on attitudes towards influencer marketing and subjective norms, and how these would subsequently affect their purchase intention. To analyze the interviews a thematic analysis was conducted. The data was coded based on observations of repetitive answers and themes, consisting of negative or positive attitudes towards influencers, as well as the impact of the subjective norms on the participants and how it affects their purchase intention. Results showed that there was an overall negative attitude towards influencers, that the subjective norms seem to have a significant and that purchase intention is mostly affected by the direct influence from the subjective norms. Analysis of these results leads to the conclusion that influencer marketing has a negative impact on students’ attitudes. On the other hand, subjective norms seem to be more important than the influencer marketing, when it comes to the purchase intention among the students.

Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.

Engagemang och samskapande i symbios kan leda till samskapande av värde för samtliga inblandade aktörer. Studien ämnar att undersöka hur och varför företag arbetar med engagemang och samskapande på Instagram. För att undersöka detta har studien applicerats på företaget Daniel Wellington. Fallstudien bygger på semistrukturerade intervjuer samt kompletterande observationer på Instagram för att ge en bredare bild av hur företaget arbetar med engagemang och samskapande genom nätverk. Resultatet visar att samskapande och engagemang påverkar varandra. Genom aktörsengagemang inom nätverk på Instagram uppmuntras och skapas förutsättningar för samskapande av content. När dessa faktorer är i harmoni kan den så kallade “Daniel Wellington-effekten” förklaras. Effekten innebär att varumärket till viss del marknadsför sig självt. Det förklaras genom att företaget och externa aktörers samarbete leder till samskapande av content samt publicering på Instagram. Detta samskapande leder till ett ökat engagemang inom båda aktörernas nätverk.

Influencer marketing har uppmärksammats de senaste åren och allt fler företag nyttjar influencers för att marknadsföra sina produkter och tjänster. Som i ett led av den digitala utvecklingen behövs nya och kreativa tillvägagångssätt för att marknadsföra sig. Detta har gjort att influencers uppmärksammats den senaste tiden då deras förhållningssätt påverkar ett stort antal människor på förhållandevis kort tid. Avsikten med studien är att undersöka hur företag ser på influencer marketing och däremellan kartlägga de brister och styrkor som det kan medfölja. Studien kartlägger sju PR-företags syn på influencer marketing i samspel med teori för att belysa vad influencers har för betydelse i företaget. Uppsatsen tar avstamp i en kvalitativ forskningsmetodik med sju olika intervjuer från sju olika PR-företag. Samtliga respondenter har varierande erfarenhet inom marknadsföringen. Den fakta som har nyttjats i studien är hämtad från vetenskapliga källor. Med stöd av det empiriska underlaget har undersökningen kommit fram till att influencers för med sig både styrkor och svagheter. Studien upptäckte även möjligheter och motgångar med influencer marketing och av det som har studerats tidigare kring ämnet är influencer marketing ett verktyg rätt i tiden. / Influencer marketing has attracted attention in recent years and more and more companies are using influencers to market their products and services. As part of digital development, new and creative approaches are needed to market themselves. As a result, influencers have gained attention recently as their attitudes affect many people in a relatively short time. The purpose of the study is to investigate how companies view influencer marketing and in between identify the shortcomings and strengths that it can accompany. The study maps seven public relations companies' views on influencer marketing in interaction with theory to elucidate what influencers have significance in the company. The thesis takes off in a qualitative research methodology with seven different interviews from seven different public relations companies. All respondents have varying marketing experience. The facts used in the study are taken from scientific sources. Based on the empirical evidence, the study has found that influencers bring with them both strengths and weaknesses. The study also discovered opportunities and adversities with influencer marketing and of what has been studied previously on the subject, influencer marketing is a tool right in time.