Problem definition: Along with a rapid growth of Internet usage new forms of communication and marketing have occurred. Influencer marketing have become a popular marketing form, but are brand’s aware of the risk it involves when collaborating with an influencer? This thesis examines how a brand’s trustworthiness can be affected by an influencer’s wrongdoing, in the perception of the critical generation - Generation Z. Purpose: Since Generation Z are a digital and critical generation who rely on influencers recommendations, but also value trustworthiness and transparency from a brand, we want to explore how Generation Z’s perceived trustworthiness of a brand change when an influencer connected to a brand makes a wrongdoing. Research question: This thesis consist of two research questions. RQ1: Can there be a relationship between an influencers trustworthiness and a brand’s trustworthiness in Generation Z’s perception? RQ2: How does an Influencers wrongdoing spill over on Generation Z’s perception of a brand’s trustworthiness depending on the brands reaction? Methodology: The study is based on a quantitative method with a deductive approach. The empirical data was collected through a online survey that was answered by 148 respondents. The data were then analyzed through SPSS. Hypotheses developed from the research questions were then accepted or rejected. Conclusion: The study resulted in that there is a weak relationship between Generation Z’s perception of an influencer’s trustworthiness and a brand’s trustworthiness. Furthermore, the findings from the survey resulted in that there is a negative spillover effect on brand’s trustworthiness regardless on how they act on an influencer’s wrongdoing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-95312 |
| Date | January 2020 |
| Creators | Samuelsson, Johanna, Tornhed, Evelina |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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