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A qualitative content analysis of social media influencers' credibility
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A qualitative content analysis of social media influencers' credibility (English)
Abstract [en]

The purpose of this thesis was to explore how concepts of credibility relate to each other in the context of SMIs. SMIs are individuals who use their social media channels to create their own content and communicate with their followers, partly for marketing purposes. Credibility is important for SMIs as it can mean that they have larger influence over their followers and therefore are more successful with their content and communications. Previous research regarding credibility and SMIs have looked at the different concepts of credibility separately, and it is unclear how these concepts relate to each other in the context of SMIs. Therefore, multiple case studies was conducted through content analysis, to study the blogs of SMIs. The content analysis generated in a modification of credibility theory which shows that the concepts of credibility are Personal Conversations and Competence. These concepts indicate that SMIs’ credibility come from them sharing their personal lives with their followers, as well as showing some skills and knowledge. A modified theory is proposed and it is suggested that future research tests this theory.

Place, publisher, year, edition, pages
2019. , p. 105
Keywords [en]
Influencer, Credibility, SMI
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85250OAI: oai:DiVA.org:lnu-85250DiVA, id: diva2:1323999
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-13 Last updated: 2019-06-18Bibliographically approved

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A qualitative content analysis of social media influencers' credibility(11170 kB)205 downloads
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Jurgell, LouiseDavidsson, IdaNilsson, Isabelle
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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