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Influencer marketing – ett stockholmssyndrom?: En kvalitativ studie om unga kvinnors psykosociala upplevelser av Influencers marknadsföring på Instagram
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Influencer marketing - a Stockholm syndrome? : A qualitative study on young women's psychosocial experiences of Influencer marketing on Instagram (English)
Abstract [sv]

Den psykiska ohälsan hos befolkningen i Sverige har ökat markant sedan 1980-talet och kvinnor är de som drabbas i störst utsträckning. I samband med att sociala medier har vuxit har även en ny bransch med Social Media Influencers etablerats vars syfte är att skapa ett personligt varumärke och därmed påverka sin målgrupp. Den här uppsatsen har ämnat att undersöka om unga kvinnor anser att deras psykosociala hälsa kan ha något samband med Influencers marknadsföring av statussymboler på Instagram och i sådana fall – i vilken bemärkelse. Uppsatsen har genomförts via tre kvalitativa intervjuer med kvinnor mellan 19 och 21 år. Den insamlade empirin har sedan analyserats via en tematisk analys. Resultatet visar att Influencers marknadsföring medför en positiv känsla som förebild för unga kvinnor och upplevs bidra med en positiv påverkan på deras psykosociala hälsa. Resultatet visar även att unga kvinnor inte reflekterar märkbart över den konsumtion som Influencers uppmuntrar till. Något som efterföljande forskning bör studera vidare.

Abstract [en]

The mental illness of the population in Sweden has increased significantly since the 1980s and women are the ones who suffer the most. With the growth of social media, a new industry with Social Media Influencers has also established whose purpose is to create a personal brand and thereby influence its target group. This essay has begun to investigate whether young women consider their psychosocial health to be related to Influencer's marketing of status symbols on Instagram. The essay has been conducted through three qualitative interviews with women between 19 and 21 years. The collected empirical data has then been analyzed through a thematic analysis. The result shows that Influencer marketing gives a positive feeling as a role model and thereby makes a positive impact on their psychosocial health. The result, on the other hand, shows that the young women in the study have not reflected significantly on the consumption that Influencers encourages. Something that subsequent research should study further.

Place, publisher, year, edition, pages
2019. , p. 40
Series
Mediestudier, Högskolan i Gävle
Keywords [en]
Influencer marketing, status symbol, psychosocial health, young women, identity
Keywords [sv]
Influencer marketing, statussymboler, psykosocial hälsa, unga kvinnor, identiet
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hig:diva-30211OAI: oai:DiVA.org:hig-30211DiVA, id: diva2:1330062
External cooperation
Sveriges Radio
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2019-07-03 Created: 2019-06-25 Last updated: 2019-07-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • Other style
More styles
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  • en-US
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  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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