O presente estudo tem como objetivo identificar os papéis na compra de interruptores de luz por clientes finais e identificar as influências desses papéis e como ocorrem. O método utilizado foi dividido em duas fases, a primeira com abordagem qualitativa e a segunda com abordagem quantitativa. Inicialmente foram feitas entrevistas em profundidade com consumidores e profissionais da área, com o objetivo de identificar quais os tipos de papéis que ocorrem durante a compra de interruptores e identificar os influenciadores. O segundo passo foi uma survey, sendo entrevistadas 1.013 pessoas divididas nas cinco regiões do país, Região Centro Oeste, Nordeste, Sul, Norte e Sudeste. Foram identificados cinco papéis de compra e sete influenciadores desse processo. Os resultados da pesquisa quantitativa foram analisados com análises univariadas e multivariadas. As análises indicam que os compradores adquirem interruptores para outros usuários, mas a grande maioria deles adquirem o produto para uso próprio e são responsáveis pela compra e pelo pagamento do produto. Os resultados também indicam que as pessoas próximas são os maiores influenciadores. Espera-se que com os resultados obtidos esse trabalho possa contribuir para executivos e empresas do setor elétrico na tomada de decisões. / The present paper has the objective to identify which are the final consumers purchase roles of light switches and identify the influences about this roles and how it occurs. The analysis method was dividing in two steps, the first with a qualitative approach and the second with a quantitative approach. First of all, had been made depth interviews with consumers and professionals from the area, with the objective to identify the influencers. After that, a survey has been made, 1.013 people were interviewed and divided at five regions of the country, Midwest region, Northeast, South, North and Southeast. Were identified five purchase roles and seven influencers of this process. The quantitative research results were analyzed with univariate and multivariate analysis. The analysis indicate that the buyers also buy the light switches for other users, but the majority buy the product for own use and is responsible for the purchase and the product payment. The results also indicate that, in general, close people are the major influencers. With the obtained results throw crossing and the performed analyses, the expectations with this paper is contribute with executives and companies of the area on theirs decision-making.

SAMMANFATTNING Titel: Att marknadsföra med hjälp av nyckelbegrepp Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Louise Strand och Fanny Lind Handledare: Jonas Kågström Datum: 2019 – januari Syfte: Syftet med studien är att analysera influerares användande av nyckelbegrepp i icke-textuellt innehåll. Metod: Studien baseras på en datainsamling av 925 Instagraminlägg från två valda influerare under åren 2015–2018. Studien präglas av en flermetodsforskning där vi samlar statistiska data som bearbetas i SPSS och som sedan analyseras och tolkas. Resultat & slutsats: Resultatet visade att influerares användande av nyckelbegreppet @ har ökat under åren 2015–2018 och att användandet av nyckelbegreppet # har minskat under samma period på Instagram. Resultatet visade också att nyckelbegreppen bör användas enligt vissa restriktioner, för att budskapet i Instagraminlägget ska bli såtydligt som möjligt. Examensarbetets bidrag: Denna studie bidrar till en ökad förståelse för företagen om hur influerare använder sig av nyckelbegrepp på Instagram och hur det påverkar varumärkespositioneringen. Studien grundas i det gap som tidigare forskninguppmärksammat. Förslag till fortsatt forskning: Forskning bör vidare undersöka den ökade användningen av nyckelbegreppet @ och genom att studera det anser vi att det också skulle kunna bidrag till en tydligare förståelse om varför användningen av # har minskat över tid. Vi tror att detta kan bidra till en djupare förståelse för hur användningen av @ uppfattas av konsumenter och därmed även indirekt påverka uppfattningen av ett företag och dess varumärke. / ABSTRACT Title: To market using key concepts Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Louise Strand och Fanny Lind Supervisor: Jonas Kågström Date: 2019 – january Aim: The aim of the study is to analyze the use of key concepts of influencers in non-textual content. Method: The study is based on a data collection of 925 Instagram posts from two selected influencers during the years 2015–2018. The study is characterized by a multi-method research where we collected statistical data that is processed in SPSS and which are then analyzed and interpreted. Result & Conclusions: The result showed that influencers use of the key concept @ has increased during 2015–2018 and that the use of the key concept # has decreased during the same period on Instagram. The result also showed that the key terms should be used according to certain restrictions, so that the message in the Instagram post should be as clear as possible. Contribution of the thesis: This study contributes to an increased understanding for the companies about how influencers use key concepts on Instagram and how it affect brand positioning. The study is based on the gap that previous research has highlighted. Suggestions for future research: Research should further investigate the increased use of the key concept @ and, by studying it, we believe that it could also contribute to a clearer understanding of why the use of # has decreased over time. We believe that this can contribute to a deeper understanding of how the use of @ is perceived by consumers and thus also indirectly affect the perception of a company and its brand.

The concept of a celebrity has shifted with the rise of social media influencers, individuals with massive influence on young audiences across different social media platforms. Despite extensive research on risk-taking behavior amongst adolescents as well as the impact of celebrities on adolescent behavior, there has been no research on the specific role influencers have on adolescent behaviors and attitudes. The purpose of this proposed study is to investigate different types of YouTubers and if they have an influence on adolescent risk perception. Using an experimental longitudinal design, participants aged 15 to 18 will be randomly assigned into an experimental condition (where they will be required to watch YouTube videos by influencers that promote negative and reckless behavior) or a control condition (where they will be required to watch neutral YouTube videos of technology reviews). They will watch the videos for eight weeks, and then fill out a risk perception questionnaire. It is predicted that those in the experimental condition will have a significantly reduced risk perception. It is also predicted that males will have a significantly reduced risk perception than females. Lastly, it is predicted that frequent exposure to external violent media, aside from YouTube, will lead to a reduced risk perception. The research findings will have important implications on how to prevent adolescents from making risky decisions that put themselves and others in harm, as well inform parents and social media companies such as YouTube on what content is appropriate for adolescents.

La presente investigación tiene como objetivo principal determinar los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de edad de los NSE A y B de la Zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina) en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción. Para ello, se realizó un estudio con enfoque mixto, ya que fue tanto cualitativo como cuantitativo. Por un lado, se utilizó el análisis factorial para medir la influencia en la intención de compra; y por el otro, el análisis discriminante para medir la influencia en la decisión de compra. Utilizamos esta metodología para medir el impacto de cada uno de los factores de las variables del marketing mix (producto, precio, plaza y promoción) y especialmente para validar si los influencers generan un impacto significativo sobre la intención y decisión de compra como parte de la P de promoción. Se realizó una entrevista a profundidad a un experto del rubro de la moda para validar nuestros objetivos e hipótesis. Asimismo, se realizó un Focus Group para obtener información relevante del segmento. Finalmente, se aplicó una encuesta a una muestra de 415 personas con la que se obtuvo la información necesaria para realizar el análisis estadístico. / The main objective of this research is to determine the factors of marketing mix variables that significantly affect purchase intention and decision of women between 18 and 25 years old that belong to the A and B socioeconomic status from seventh zone of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina) in the fashion and clothing industry, with an special focus on influencers as part of promotion P. For this, we make a mixed approach study, since it was both qualitative and quantitative. On one hand, factor analysis was used to measure the influence on purchase intention; and on the other, the discriminant analysis to measure the influence on purchase decision. We use this methodology to measure the impact of each one of the factors of the marketing mix variables (product, price, place and promotion) and especially to validate if influencers generate a significant impact on purchase intention and decision as part of promotion. An in-depth interview was conducted with an expert from the fashion industry to validate our objectives and hypotheses. In addition, a Focus Group was carried out to obtain relevant segment information. Finally, a survey was applied to a sample of 415 people with whom the necessary information was obtained to perform the statistical analysis. / Tesis

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Online communication channels provide people with a vast amount of information from different sources. Health influencers on social media are one of the sources that people use to gain health information and support regarding health-related issues; they are people with different backgrounds and expertise that social media users follow and perceive to be experts in that field. This qualitative case study employs content analysis to analyze videos of three health influencers and explore the kind of expertise that each case communicates to their followers. Videos are analyzed based on an analytical framework that looks into Syntactic, thematic and rhetorical structures to explore how they frame their messages in order to be perceived as experts. The study detected three different kinds of expertise who have different styles in communicating their expertise and in framing their messages: the informative awareness expert, the self-referential expert and the practitioner expert. Further details on the different and common framing styles each expert used is discussed in this thesis. Analyzing expertise online provided an insight on health influencers characteristics and their strategies to perform their expertise. It also suggests the kind of health information seekers who could be interested in this kind of expertise. The research results provide insights on regulating the potential effects of health influencers online.

No description available.

The growth of the Internet and social media has led to companies considering the use of influencers in sponsorships and collaborations on Instagram. The subject has been problematized and the gap found is a need for a framework combining different factors when identifying influencers, which resulted in the following research question; From both a company- and consumer perspective, which factors are important to take into account when identifying an influencer for sponsorships and collaborations on Instagram? The purpose is first to identify and incorporate important factors discussed in previous research into a proposed framework, which aims to be used when identifying influencers to sponsor on Instagram. Second, after conducting the empirical research, the framework is extended depending on the new collected information. Background theories and concepts that lay the foundation to influencer marketing are presented. Also, previous frameworks regarding identification of influencers are introduced. The theoretical framework chapter is concluded with a proposed framework alongside introducing the factors. Abductive research strategy is used as well as a method triangulation, using both a qualitative and a quantitative approach. The study is an explorative research due to conducting both a documentary analysis and a questionnaire. The factors studied have shown to be of different importance for companies and consumers. The findings indicate that there are multiple types of influencers. The Updated influencer identification model consists of seven important factors; ideal, trust, popularity, productivity, managing sponsorships and collaborations, information content and visual aspect.

O presente estudo tem como objetivo identificar os papéis na compra de interruptores de luz por clientes finais e identificar as influências desses papéis e como ocorrem. O método utilizado foi dividido em duas fases, a primeira com abordagem qualitativa e a segunda com abordagem quantitativa. Inicialmente foram feitas entrevistas em profundidade com consumidores e profissionais da área, com o objetivo de identificar quais os tipos de papéis que ocorrem durante a compra de interruptores e identificar os influenciadores. O segundo passo foi uma survey, sendo entrevistadas 1.013 pessoas divididas nas cinco regiões do país, Região Centro Oeste, Nordeste, Sul, Norte e Sudeste. Foram identificados cinco papéis de compra e sete influenciadores desse processo. Os resultados da pesquisa quantitativa foram analisados com análises univariadas e multivariadas. As análises indicam que os compradores adquirem interruptores para outros usuários, mas a grande maioria deles adquirem o produto para uso próprio e são responsáveis pela compra e pelo pagamento do produto. Os resultados também indicam que as pessoas próximas são os maiores influenciadores. Espera-se que com os resultados obtidos esse trabalho possa contribuir para executivos e empresas do setor elétrico na tomada de decisões. / The present paper has the objective to identify which are the final consumers purchase roles of light switches and identify the influences about this roles and how it occurs. The analysis method was dividing in two steps, the first with a qualitative approach and the second with a quantitative approach. First of all, had been made depth interviews with consumers and professionals from the area, with the objective to identify the influencers. After that, a survey has been made, 1.013 people were interviewed and divided at five regions of the country, Midwest region, Northeast, South, North and Southeast. Were identified five purchase roles and seven influencers of this process. The quantitative research results were analyzed with univariate and multivariate analysis. The analysis indicate that the buyers also buy the light switches for other users, but the majority buy the product for own use and is responsible for the purchase and the product payment. The results also indicate that, in general, close people are the major influencers. With the obtained results throw crossing and the performed analyses, the expectations with this paper is contribute with executives and companies of the area on theirs decision-making.

Este estudo teve como objetivo compreender as manifestações nos discursos de modelos SuicideGirls das ideologias feministas e de poder capitalístico. Esta dissertação teve como esforço teórico entrecruzar conceitos relativos à subjetivação proporcionada pelas pressões ideológicas, tanto feministas quanto de poder capitalístico, aos ligados ao domínio da performance. Nesse sentido, foram realizadas entrevistas semiestruturadas junto a quatro SuicideGirls e analisados seus discursos, bem como de vídeos transmitidos ao vivo por elas no Facebook. A pesquisa considera que as transmissões por streaming analisadas estão inseridas em um contexto pornocultural, já que o site divulga fotos de soft porn. Como resultado, a análise de discurso apontou para concepções de autonomia feminina calcadas em objetivos provenientes do capitalismo e para o desejo conflitante das participantes de não terem seus corpos considerados como mercadorias pornificadas. Os discursos apontam para uma chancela econômica conferida pelo status de SuicideGirl para aquisição do capital social necessário para serem influenciadoras digitais. / This study aimed to understand the manifestations in the discourses of SuicideGirls models of feminist ideologies and capitalist power. This dissertation had as a theoretical effort to interrelate concepts related to the subjectivation provided by ideological pressures, both feminist and capitalist power, to those related to the performance domain. In this sense, semi-structured interviews were conducted with four SuicideGirls and analysed their speeches, as well as videos transmitted live by them on Facebook. The research considers that the streaming streams analysed are inserted in a pornocultural context, since the site publishes photos of soft porn. As a result, the discourse analysis pointed to conceptions of female autonomy based on goals from capitalism and to the participants' conflicting desire for not having their bodies considered as pornographic goods. The speeches point to an economic seal bestowed by SuicideGirl status to acquire the social capital necessary to be digital influencers.