uu.seUppsala University Publications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
INFLUENCERS - DEN NYA MARKNADSFÖRINGSKANALEN?: En kvalitativ studie om huruvida unga kvinnors intentioner och konsumtionspreferenser påverkas av att influencers rekommenderar produkter
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The research area of ​​the essay highlights the development of digital media and its importance for consumers today. Furthermore, the communication has been through a change and it is now possible for everyone to spread information and communicate with people in an easy way through social media. Since social media’s grand emergence has thereby a new profession risen, influencers. Moreover, the essay aim to study how young women get influenced by influencers’ recommendations of various products.

Furthermore, three theories are presented. The first one is the Two-step hypothesis that describe how an opinion leader more easily can reach out to other people. The second theory is Parasocial Interaction, which also highlights opinion leaders and describes how a person can feel a friendly bond to another person they never have met. The third theory is Identity creation and consumption which describes how an individual can consume products to get a desired identity. In order to answer our questions, we have used two focus groups in two different age groups, consisting only women. Furthermore, we have done a thematic analysis on these two focus groups discussions to find similarities themes. In addition, we compared these groups to each other in order to reach a conclusion. Our results indicate that influencers has an impact on consumers and their behaviour in some level. The results also showed that age has a significant part of how much an individual is being influenced.

Place, publisher, year, edition, pages
2019. , p. 66
Series
Uppsala Studies in Media and Communication, ISSN 1651-4777
Keywords [sv]
Influencer, rekommendationer, kommunikation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-376631OAI: oai:DiVA.org:uu-376631DiVA, id: diva2:1286697
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-07 Created: 2019-02-07 Last updated: 2019-02-07Bibliographically approved

Open Access in DiVA

Influencer(555 kB)133 downloads
File information
File name FULLTEXT01.pdfFile size 555 kBChecksum SHA-512
7b3f3cc116b34be8e558b1c7cd5c0238ce53cfb3c8a2f9b147dd124504640eebf610574848719e0143dae1d3d682a28cc8955fb7b4797aa9f4869632a475d9c7
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Lindqvist Nordberg, NathalieJohansson, Alice
By organisation
Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 133 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 174 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf