The aim of this study is to examine how female influencers on Instagram build relationships and trust against their young female followers and how the followers experience and relate to the influencers paid collaborative-marketing. A qualitative interview method is used to fulfill the aims of the study. The theoretical starting points used in this study are feminism and word-of-mouth, and also femvertising as a useful concept for this study. The results show that the effect influencers have varies depending on their communication, relevance to their character narrative, and the authenticity felt by the young women followers towards the influencers. The relationship toward the influencers are very similar and usually described as some sort of ”friendship”. The use of femvertising is seen as natural as these influencers are considered genuine empowered women.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-71921 |
| Date | January 2019 |
| Creators | Griffin Lindahl, Jenny |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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