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The Power of Influencers: Instagramanvändares syn på influencers och influencer marketing
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Power of Influencers : Instagram users view on influencers and influencer marketing (English)
Abstract [en]

It is now increasingly common for companies to communicate with their consumers via influencers and in recent years it has become one of the most successful marketing tools for companies. Influencers do not only have the power to influence hundreds of thousands of people at the same time, but previous research has also shown that they are credible and reliable marketers. Influencers are seen as the marketers of the future. This research investigates the audience’s view on influencers and influencer marketing with several theoretical perspectives as a basis. Semi-structured interviews were conducted with eight experienced Instagram users and the research findings show that influencers can be defined in different ways and have different meaning for different people. They are also considered to be a source of great influence. The findings also show that the view on influencer marketing is relatively negative and that influencers, with the exception of some, are not particularly credible as marketers. Furthermore, we discuss several factors that may affect the credibility of an influencer.

Place, publisher, year, edition, pages
2019. , p. 54
Keywords [en]
Instagram, Influencers, Influencer Marketing, Social Media, eWOM
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-85385OAI: oai:DiVA.org:lnu-85385DiVA, id: diva2:1327593
Subject / course
Media and Communications Science
Supervisors
Examiners
Available from: 2019-06-24 Created: 2019-06-19 Last updated: 2019-06-24Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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