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Switching behavior på Instagram: Vad påverkar svenska millennials att följa och avfölja influencers på Instagram?
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is to increase the understanding of what makes Swedish millennials follow and unfollow influencers on Instagram.

 

Metod: This study had a deductive and qualitative approach and has collected data through twelve semi-structured interviews.

 

Conclusion: This study concludes that millennials mainly follow influencers on Instagram to get inspiration for their own lives. One of the most common reasons why millennials are unfollowing influncers on Instagram is that influencers tend to publish too much content, which leads to information overload. Millennials also unfollow influencers due to the fact that their posts no longer appeal to them because they changed preferences or because influencers shift the focus of their content. This study also concluded that there is nothing that inhibits a millennial from unfollowing an influencer on Instagram other than the fact that it takes a little bit of effort to visit the account and press the unfollow button.

Abstract [sv]

Syfte: Syftet är att öka förståelsen för vad som får svenska millennials att följa respektive avfölja influencers påInstagram.

Metod: Den här studien har haft en deduktiv och kvalitativ karaktär och har samlat in data genom tolv semi-strukturerade intervjuer.

Slutsats: Den här studien drar slutsatsen av att millennials främst följer influencers på Instagram för att få inspiration till sina egna liv. En av de vanligaste orsakernatill att millennials avföljer influncers på Instagram äratt influencerstenderar att publicera för mycket inlägg vilket leder till en informationsöverbelastning.Millennials avföljer också influencers för att deras inlägg inte längre tilltalar dem på grund av att de bytt preferenser eller att influencers bytt inriktning på sitt innehåll. Den här studien drar också slutsatsen att det finns egentligen inget som hämmar en millennial från att avfölja en influencer på Instagram annat än att de upplever det som tids-och energikrävande att gå in och avfölja.

Place, publisher, year, edition, pages
2019. , p. 63
Keywords [en]
Instagram, Social media marketing, Influencer marketing, Influencers, Switching behaviour, push-pull-mooring model, millennials
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:ltu:diva-74300OAI: oai:DiVA.org:ltu-74300DiVA, id: diva2:1322044
Educational program
Business and Economics, bachelor's level
Presentation
2019-06-05, Luleå, 13:19 (Swedish)
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-10 Last updated: 2019-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
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