Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • 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
Influencer marketing: What if everything revolves around the consumer’s self-esteem: A study about the purchasing behaviour of Swedish women in relation to influencer marketing
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model. 

 

To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer. 

Place, publisher, year, edition, pages
2019. , p. 73
Keywords [en]
Word of mouth marketing, internet celebrity, influencer, influencer marketing, endorser, followers, social media, source credibility, source credibility model, self-esteem, tie strength, similarity, purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44077ISRN: JU-IHH-FÖA-1-20190901OAI: oai:DiVA.org:hj-44077DiVA, id: diva2:1320638
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-05 Last updated: 2019-06-26Bibliographically approved

Open Access in DiVA

fulltext(1268 kB)61 downloads
File information
File name FULLTEXT01.pdfFile size 1268 kBChecksum SHA-512
3cca8bd04d2d1c270cfbf04f7e8edeff0f6fcb2652f9018af9d7c90980ba7b657fd085d5321e3d2fb686688c1e2945858398f3e8d9f47a61cd02b400767531e5
Type fulltextMimetype application/pdf

By organisation
Jönköping International Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 61 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: 86 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • 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