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Marknadsföring via sociala medier: En kvantitativ studie om influencers påverkan på kvinnliga Millennials attityd och köpintention
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med uppsatsen var att förklara hur svenska kvinnliga Millennials attityd och köpintention påverkas av influencers på Instagram inom modebranschen. För att besvara syftet har influencerns effektivitet analyserats genom fyra variabler; dessa är source credibility, source attractiveness, product match up och meaning transfer. Studien har grundats i teorier om celebrity endorsement och influencer marketing och olika sätt att mäta hur effektiva endorsern är. Hypoteser formades för att kunna bekräfta samband mellan de fyra variablerna och attityd och köpintention. Empirin samlades in via enkäter till kvinnliga Millennials i Norrbotten där respondenterna fick besvara frågor baserat på en bild och utifrån bilden besvara vilket ord som stämde bäst överens med deras åsikt. Uppsatsen testade nio hypoteser och fem av dessa kunde styrkas. Resultatet visade att source credibility påverkar köpintentionen, det finns ett samband mellan source attractiveness och attityd men attraktivitet är inte en tillräcklig stark källa för att övertyga konsumenter till köp. Product match up påverkar Millennials köpintention, meaning transfer har ett positivt samband till konsumenternas attityd och attityd påverkar köpintention. För vidare forskning föreslås en kvalitativ undersökning för att få djupare förståelse av Instagram-influencers påverkan paå Millennialskonsumenter.

Abstract [en]

The purpose of this report was to explain how Swedish female Millennials attitudes and their purchase intention were affected by influencers on social media. This has been done by analyzing four variables; source credibility, source attractiveness, product match up and meaning transfer. The study was based on theory about celebrity endorsement, influencer marketing and different ways of measuring how effective the endorser is. Hypotheses were formulated to be able to confirm relationships between the four variables, and attitudes and purchase intention. The data were gathered from female Millennials in Norrbotten via an online survey and the respondents got to answer questions based on a picture and answer what word which best described their opinion of the picture. The report tested nine hypotheses and five of these could be confirmed. The result showed that source credibility affects the purchase intention. There is a relationship between source attractiveness and consumer attitude, however attractiveness is not a strong enough source to convince the purchase intention of consumers. Product match up affects Millennials purchase intention, meaning transfer has a positive relationship towards consumer attitude, and attitude affects purchase intention. For future research, it is suggested to make a qualitative study in order to gain deeper understanding the effect of Instagram-influencers on Millennial consumers.

Place, publisher, year, edition, pages
2018. , p. 60
Keywords [en]
Attitude, Endorser, Influencer, Purchase intention, Meaning transfer, Product match up, Source credibility, Source attractiveness.
Keywords [sv]
Attityd, Endorser, Influencer, Köpintention, Meaning transfer, Product match up, Source credibility, Source attractiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-69596OAI: oai:DiVA.org:ltu-69596DiVA, id: diva2:1219538
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-06-16 Last updated: 2018-06-20Bibliographically approved

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CiteExportLink to record
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