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"Jag känner mina influencers" : En fokusgruppsstudie om unga kvinnors attityder och köpbeteenden inom influencer marketing / “I know my influencers” : A focus group study about young females attitudes and consumer behaviors within influencer marketing

The purpose of this study is to gain knowledge and provide information about the attitudes that young females have about influencers and influencer marketing, but also to examine the factors that persuade them to a purchase that they have been exposed to through influencer marketing on Instagram. The study has a qualitative method and was made by three focus groups. Every group was composed with four participants between the age of 16 to 18 years. The conclusion of this study is that overall there is a positive attitude towards influencer marketing since it is believed to open up to a more personalized commercial. Factors such as maintaining a good relationship between the influencer and their followers is crucial for followers to perceive the collaborations with companies as genuine and accepting the information. The participants are considered to be aware about the influence and therefore can control how much they want to be affected. The influencer has the opportunity to create new needs in the consumer minds, but whether it leads to a purchase are also often affected by events like the surroundings, personal thoughts or unforeseen events.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-186620
Date January 2022
CreatorsBondesson, Tilda
PublisherLinköpings universitet, Institutionen för kultur och samhälle
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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