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Den digitala erans opinionsledare: En kvantitativ studie om studenters attityder gentemot influencer marketing
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Opinion Leaders of The Digital Era : A quantitative study of student attitudes towards influencing marketing (English)
Abstract [sv]

I takt med att medielandskapet förändras har marknadsföringsstrategin influencer marketing blivit ett allt vanligare verktyg för att fånga både nuvarande och potentiella kunders intresse samt att bygga långvariga och starka kundrelationer. Den här studien har för avsikt att skapa en förståelse för hur studenter, som faller under det köpstarka kundsegmentet millennials, ser på och uppfattar influencer marketing. Vår förhoppning är att kunna bidra med kunskap om attityder inom detta marknadsföringsfenomen. Denna studie tillämpar en kvantitativ forskningsansats och med hjälp av en enkätundersökning samlades data in från 241 studenter på Jönköping University. Enkätundersökningens 19 frågor bygger på Michael Solomons ABC-modell och ämnar kartlägga studenters attityder samt urskilja olika segment inom målgruppen. Resultatet från enkätundersökningen analyserades med hjälp av teorierna om user-generated content och tvåstegshypotesen. Uppsatsens resultat indikerar att studenter generellt sett har en neutral inställning till influencer marketing men anser fortfarande att den är mer intressant än traditionell marknadsföring. Mer än häften av de tillfrågade studenterna har tagit del av något erbjudande och tycker också att produktrekommendationer skrivna av konsumenter är mer intressanta än de produktrekommendationer som är skrivna av företag eller organisationer. Kvinnor är den grupp som följer flest influencers, nyttjar flest erbjudanden och har mest positiv inställning gentemot influencer marketing. I helhet ser vi en korrelation där högre användarfrekvens, intresse för influencers och ett sökande efter inspiration utgör de faktorer som skapar en mer positiv attityd gentemot influencer marketing.

Abstract [en]

As the media landscape is constantly changing, the marketing strategy influencer marketing has become a common tool to obtain the attention of both current and potential customers as well as building long lasting customer relations. The purpose of this study is to examine how students see and perceive influencer marketing. Our ambition is to contribute with knowledge and data about student attitudes within this relatively new field of research. This study uses a quantitative research approach and data from 241 students have been collected through an online survey. The questionnaire has 19 questions that are based upon Michael Solomon’s ABC-model, used with the purpose to understand students’ attitudes and to distinguish more specific target groups. The results from the survey were analyzed using the theories of user-generated content and Lazarfelds’ and Katz’s Two-step flow-model. The result from this study indicates that students generally have a rather neutral attitude towards influencer marketing but still consider it to be more interesting than traditional marketing. More than half of the respondents have either bought a product or used a discount code that they received from an influencer. Students think that product recommendations that are written by other consumers are more interesting than those written by companies or organizations. Women is the group that tends to follow more influencers, utilize more offers and has adapted a more positive attitude towards influencer marketing. Overall, we can distinguish a correlation where higher user frequency, an interest in influencers and the idea that influencers are seen as a source of inspiration are factors that create a more positive attitude towards influencer marketing. 

Place, publisher, year, edition, pages
2018. , p. 58
Keywords [en]
influencer marketing, instagram, attitudes, students, social media, influence, marketing communication
Keywords [sv]
influencer marketing, instagram, attityder, studenter, sociala medier, inflytande, marknadskommunikation
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-38791ISRN: JU-HLK-MKA-1-20180145OAI: oai:DiVA.org:hj-38791DiVA, id: diva2:1181760
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-12 Created: 2018-02-09 Last updated: 2018-02-12Bibliographically approved

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