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Commerce & Friendship: A qualitative study of new value streams created by beauty vloggers through relationship building on social media
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Social media platforms are evolving to be effective platforms in marketing but due to customers’ scepticism on how they are being approached there is need to be cautious on how best to build relationships towards value creation.

Purpose: To explore within the field of social media influencer marketing to understand how new value streams could be created by beauty vloggers through building relationship with followers (audiences), or the potential customers on virtual market.

Methodology: A qualitative research approach used where research tools as interviews, focus groups and observations have been used to gain an understanding on underlying reasons, opinions, and motivations of vloggers and followers.

Findings: The empirical findings indicated that to have mutual connections and understanding between vloggers and followers there is need to build relationships which emanates from engagement, trust and commitment, interaction and communication.

Place, publisher, year, edition, pages
2018. , p. 101
Keywords [en]
Social media, influencer, beauty vlogger, relationship, value streams
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-148631ISRN: LIU-IEI-FIL-A--18/02859--SEOAI: oai:DiVA.org:liu-148631DiVA, id: diva2:1219096
Subject / course
Master's Programme in Business Administration – Strategic
Presentation
2018-06-04, A35, Building A, Campus Valla 581 83 Linköpings universitet, Linköping, 13:30 (English)
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-06-15 Last updated: 2018-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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Output format
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