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Title: Choosing the right marketing strategy on social media: A study on how restaurants affect consumer attitudes through different types of marketing on Instagram. Level: Final assignment for Bachelor Degrees in Business Administration Authors: Tim Prasertsri, Jakob Johnson Supervisor: Jonas Molin och Lars-Johan Åge Date: 2018 - 05 Aim: The purpose of this study is to understand which marketing strategy that is most effective for restaurants on social media. The study examines how consumers' attitudes to advertising are affected depending on whether they are obtained directly through a corporate account or indirectly through influencer marketing. One part of the study is also to investigate whether an influencer's degree of expertise in the field of affairs has an impact on consumer attitudes. Method: In this deductive study we have used a quantitative method in the form of a web-based survey. The survey conducted a total of 118 responses, which then became 110 following our selection. The questionnaire was processed in SPSS and a descriptive analysis, a correlation analysis and a cluster analysis were conducted. The results were then placed against our theoretical framework to conduct a discussion that shaped our conclusions. Conclusion: This study shows that consumer attitudes are affected differently depending on the market strategy applied. The result of this study is that influencer marketing is the market strategy that has the greatest positive impact on consumer attitudes in cases where it interacts with a high level of expertise. Furthermore, this survey showed that advertising from a corporate account proved to be a reliable marketing strategy. In summary, influencer marketing is preferable if companies choose the right influences. Contribution: This study has contributed to increased understanding within the marketing strategies; influencer marketing, advertising directly from corporate accounts and how they affect consumer attitudes. The practical contribution of the study shows that restaurants should use influencer marketing with a high degree of expertise as well as advertising directly from corporate accounts to make their marketing more effective. Keywords: Social media marketing, influencer marketing, influencer, Instagram, restaurant industry, two-step flow theory, message sidedness, consumer attitudes / Titel: Välja rätt marknadsföringsstrategi på sociala medier: En studie om hur konsumenters attityder påverkas av olika marknadsföringsstrategier på Instagram. Nivå: C-Uppsats, examensarbete i företagsekonomi Författare: Tim Prasertsri, Jakob Johnson Handledare: Jonas Molin och Lars-Johan Åge Examinator: Agneta Sundström Datum: 2018 - 05 Syftet: Syftet med denna studie är att förstå vilken marknadsföringsstrategi som är mest effektiv för restauranger på sociala medier. Studien undersöker hur konsumenters attityder till reklam påverkas beroende på om den erhålls direkt via ett företagskonto eller indirekt genom influencer marketing. Ett delsyfte till denna studie är att undersöka om en influencers grad av expertis inom sakområdet har en påverkan på konsumenters attityder. Metod: I denna deduktiva studie har vi använt oss av en kvantitativ metod i form av en webbaserad enkätundersökning. Enkätundersökningen bidrog till totalt 118 svar som sedan resulterade i totalt 110 efter att vårt urval utförts. Enkätsvaren har bearbetats i SPSS och därefter genomfördes en deskriptiv analys, korrelationsanalys samt en klusteranalys. Analysresultaten ställdes sedan mot vårt teoretiska ramverk och avslutades i en diskussion som formade våra slutsatser. Slutsats: Studien visar att konsumenters attityder påverkas olika beroende på vilken marknadsföringsstrategi som tillämpas. Resultatet av denna studie är att influencer marketing är den marknadsföringsstrategi som har starkast positiv effekt på konsumenters attityder i de fall där den interagerar med en hög grad av expertis. Vidare visade denna studie att reklam direkt från företagskonton visat sig vara en reliabel marknadsföringsstrategi. Sammanfattningsvis är att influencer marketing är att föredra, om företagen väljer rätt influencer. Uppsatsens bidrag: Denna studie har bidragit till ökad förståelse inom marknadsföringsstrategierna influencer marketing och reklam direkt från företagskonton samt hur de påverkar konsumenters attityder. Studiens praktiska bidrag visar att restauranger främst bör använda sig av influencer marketing med hög grad av expertis och även reklam direkt från företagskonton för att effektivisera sin marknadsföring. Nyckelord: Social media marketing, influencer marketing, influencer, Instagram, restaurangbranschen, tvåstegshypotesen, message sidedness, konsumentattityder

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The overall aim of this thesis is to investigate the effects of coherence in the corporate branding process. Specifically, this thesis defines and develops the concept of corporate brand coherency (CBC) using four antecedents and four dimensions, and investigates the effects of incongruence based on the advertising antecedent by manipulating ad-brand congruence. Using the Elaboration Likelihood Model (ELM), the research tests whether two-sided messages aid the resolution of incongruence following central route processing and whether greater number of arguments could act as a peripheral cue. Accordingly, a conceptual model was developed to test the effects of ad-brand congruence, message sidedness and argument quantity on corporate credibility, attention and elaboration, attitude towards the ad and attitude towards the corporate brand. To empirically test this model an online experiment (using a 3x2x2 between-subjects factorial design) was conducted, where subjects were exposed to a modified print advertisement for a grocery store. A total of 528 responses were collected from New Zealand Internet users. Two- and three-way ANCOVAs as well as path analysis was used to analyse the hypothesised relationships. The results indicate support for CBC, as it was found that congruence led to positive evaluations and higher corporate credibility. Two-sided messages were not found to be effective in reducing the negative effect of incongruence. Instead, two-sided messages led to less favourable evaluations of incongruence. Regardless of the incongruence, the results show that two-sided messages did not lead to positive evaluations, while an increased number of arguments did lead to more favourable attitudes. Overall, the findings show the ELM is not applicable to explain consumers’ responses to incongruence, as incongruence was not found to affect message processing. Additionally, there was no support that message sidedness and argument quantity, respectively, acted as central and peripheral cues. Furthermore, findings indicate that incongruity in advertising can lead to positive evaluations when consumers have a negative prior brand attitude. The theoretical and managerial implications as well as directions for future research based on these findings are discussed.

This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between-subjects factorial design was conducted. The experiment exposed participants to one of eight treatment groups containing a promotional message for Genetically Modified foods. The participants then completed an on-line questionnaire detailing their responses to the messages. A total of 380 useable questionnaires were collected from a national sample of consumers and analysed using ANCOVA. The results of the study suggest that the outwardly focused, two-sided message was more powerful at lowering perceptions of risks, raising perceptions of benefits and positively influencing attitudes toward the ad than either the one-sided, outwardly focused message, or the inwardly focused messages of either sidedness condition. For purchase intentions individual differences appeared to be of greater influence than message factors.