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Hur stor är youtubers makt över dig: En kvantitativ studie om youtubers påverkan på sin publik
Stockholm University, Faculty of Humanities, Department of Media Studies.
Stockholm University, Faculty of Humanities, Department of Media Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This Bachelors essay aims to investigate and detect what perceptions influencers have when it comes to marketing different products and services on Youtube. The focus is on the relationship between youtuber and audience and how this interaction affects the consumer behavior of the audience.

This study is based on Swedish users of YouTube between 12-30 years. What follows below is a quantitative survey study. The investigation and discussion is based on the Para-social Interaction theory, also called PSI, alongside with Uses & gratification theory and lastly the twostep-flow of Communication. When we look at the results, our general inference is that gender and age seems to affect the perceived impact on the audience and their faith in youtubers recommendations. The perceived impact, in turn, is affecting the audience´s consumer behaviour.

Place, publisher, year, edition, pages
2018. , p. 40
Keywords [en]
Parasocial Interaction, Youtuber, YouTube, Influencer, Consumer Behaviour, Impact
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-157288OAI: oai:DiVA.org:su-157288DiVA, id: diva2:1218073
Supervisors
Examiners
Available from: 2018-08-07 Created: 2018-06-14 Last updated: 2018-08-07Bibliographically approved

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CiteExportLink to record
Permanent link

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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