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Tittarens medvetenhet kring influencers samarbete med företag: En kvalitativ receptionsanalys om kommentarer gällande PR Hauls och sponsrat material på Youtube
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The users awareness of influencers cooperation with companies : A qualitative reception analysis on comments about PR Hauls and sponsered material on Youtube (English)
Abstract [sv]

Denna kvalitativa studie undersöker kommentarsfälten till fyra olika videoklipp på Youtube innehållande sponsrat material och PR hauls. Studien lyfter fram begrepp som opinionsbildare och opinionssökare samt beskriver förhållandet mellan dessa ur ett historiskt perspektiv.
Med hjälp av en receptionsanalys analyseras 20 kommentarer utifrån teorier som opinionsbildare som fenomen, branding via opinionsbildare, The Meaning transfer model (McCracken, 1989) och receptionsteori. Dessa talar om hur opinionsbildare fungerar och påverkar individen.  Syftet med studien är att skapa medvetenhet åt tittaren kring den marknadsföring som sker på Youtube. Studien kommer att urskilja skillnaden mellan PR hauls och sponsrat material genom ett kritiskt perspektiv, med fokus på tittaren. Jämförelsen kommer att tydliggöra vilken marknadsföringsmetod som ger mest effekt hos tittaren. Studiens resultat tyder på en skillnad mellan olika opinionsbildare, då tittarna bygger en relation med influencers. Studien visar även att PR hauls får mer engagerande reaktioner av sina tittare än sponsrat material, då tittarna uppmanar influencers till att skapa ytterligare videoklipp innehållande liknande koncept.  Denna studie kan undersökas ur olika forskningsområden för att tydliggöra olika aspekter mellan influencers och tittare på sociala medier, såsom beteendevetenskap, företagsekonomi och marknadsföring. 

Abstract [en]

This qualitative study examines the comment fields for four different video clips on Youtube containing sponsored material and PR hauls. The study draws on concepts such as opinion makers and opinion seekers where the relationship between these is presented and explained.
For this study, the theory of reception analysis has been used to analyze 20 comments, based on theories concerning, opinion makers as a phenomenon, branding by opinion makers, The meaning Transfer Model (McCracken, 1989) and reception theory. These explains how opinion makers work and how they have an impact on the individual.  The purpose of the study is to raise awareness for the viewer about the marketing that takes place on Youtube. Awareness will be created among viewers by distinguishing the difference between PR hauls and sponsored material through a critical perspective. The comparison will clarify which marketing method gives the most effect to the viewer. The study results indicate a difference between different opinion makers, as viewers build a relationship with the influencer, creating acceptance and encouragement. The study also shows that PR hauls get more engaging responses from their viewers than sponsored materials, as viewers invite the influencer to create additional videos containing similar concepts.  This study can be explored from different research areas to clarify other aspects of influences and viewers on social media like behavioral awareness, business economics and marketing.

Place, publisher, year, edition, pages
2017. , p. 62
Keywords [sv]
marknadskommunikation, receptionsteori, opinionsbildare, Youtube
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-38745ISRN: JU-HLK-MKA-1-20180137OAI: oai:DiVA.org:hj-38745DiVA, id: diva2:1180339
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-07 Created: 2018-02-05 Last updated: 2018-02-07Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
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  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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