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Attraktion till artificiell intelligens: En kvalitativ studie av generations Z:s uppfattning av robot influerare online
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Attraction to artificial intelligence : A qualitative study of generations Z's perception of robot influence online (English)
Abstract [sv]

Influerare är det mest attraktiva marknadsföringsverktyg just nu. Tack vare utvecklingen av AI-teknologin har nu en modernisering skett i form av robot influerare. Syftet med denna uppsats är att studera mottagligheten av robot influerare hos potentiella konsumenter med avgränsning till generation Z. Ett kvalitativt tillvägagångssätt i form av fokusgruppsintervjuer har gjorts. Intervjupersonerna var mellan 20–25 år och vara alla aktiva användare av Instagram. Efter en analysering av materialet har fyra huvudsakliga teman kunnat urskiljas med hjälp av kodning. Resultatet visar att generation Z har en delad uppfattning kring robot influerare. Många av deltagarna tyckte det var främmande och svårt att ta till sig av fenomenet, men samtidigt fanns en viss attraktion på grund av intresset för nyhetsvärdet. En aspekt respondenterna tog upp var en känsla av förändrat ideal, där det fanns en förstärkt känsla av otillräcklighet och en pådrivning av orealistiska förväntningar i takt med att virtuella influerare har blivit allt vanligare. Det mest centrala som avläses ur resultatet är att den marknadsföring respondenterna anser mest trovärdig beror på vilken produkt som marknadsförs och den relaterbarhet som skapats till denna robot influerare sedan tidigare.

Abstract [en]

Influences are currently the most attractive tool in marketing. Due to the development of the AI-technology a modernization has taken place in form of robot influences. The aim of this research is to study the way robot influencers are received by potential customers with a demarcation to generation Z. A qualitative approach in the form of group interviews have been carried out. The interview participants were in the age of 20-25 and are all active Instagram users. After an analyzation of the material four main themes could be distinguished. The result presentate that generation Z has a split perception regarding robot influencers. Several of the participants perceived the phenomenon as unfamiliar and hard to relate to, but at the same time there was a feeling of attraction purely because of the news factor. Another aspect that was mentioned by the participants was a sense of changing ideals, due to an emphasized feeling of inadequacy and unrealistic expectations, developed among the growing popularity of virtual influencers. The key point from this study is that the kind of marketing that participants find most credible, depends on what type of product it is and the type of relationship that previously has been built with said robot influencer.

Place, publisher, year, edition, pages
2019.
Keywords [en]
artificial intelligence, social media, robot influencers, relationship marketing, Instagram
Keywords [sv]
Artificiell intelligens, sociala medier, robot influerare, relationsmarknadsföring, Instagram
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21985OAI: oai:DiVA.org:hb-21985DiVA, id: diva2:1369345
Subject / course
Business Administration
Available from: 2019-11-12 Created: 2019-11-11 Last updated: 2019-11-12Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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Output format
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