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I Samarbete Med...: En kvalitativ studie om influencers påverkan påkonsumenters attityder och köpintentioner
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
In Collaboration With... : A qualitative study on influencers impact onconsumer attitudes and purchase intentions (English)
Abstract [sv]

Bakgrund: Idag har en ny typ av modesamarbeten växt fram som ett resultat av den ökade användningen av sociala medier. Modeföretag har insett den stora tillväxtpotentialen i att bilda designsamarbeten med influencers för att marknadsföra sina produkter, och överger därmed allt oftare traditionella marknadsföringsmetoder. Denna praxis kallas influencer marketing, och tycks vara mer effektivt än traditionella marknadsföringsverktyg. Influencers kan därmed spela en stor roll för konsumenters köpbeslut genom råd och rekommendationer kring olika produkter och tjänster.

Syfte: Syftet med denna studie är att undersöka unga svenska kvinnliga konsumenters attityder till modekollektioner skapade genom influencersamarbeten och hur detta påverkar deras köpintentioner.

Forskningsfrågor:

  • Hur är konsumenters attityder till modeföretag som utformar modekollektioner genom influencersamarbeten?
  • Har influencers en påverkan på konsumenters köpintentioner?

Metod: En kvalitativ studie genomfördes i form av individuella semistrukturerade intervjuer med unga svenska kvinnliga konsumenter. Intervjuguiden innehöll frågor om konsumenters uppfattningar kring influencer marketing och modeföretag som utformar modekollektioner med influencers.

Slutsats: Utifrån det empiriska materialet går det att dra slutsatsen att attityden till influencerkollektioner är mestadels positiv, eftersom influencers för många är stora inspirationskällor och kan liknas med trendanalytiker som kan hjälpa modeföretag att ta fram nya kollektioner till sitt sortiment. Det har även visat sig att influencers har en påverkan på konsumenters attityder och köpintentioner beträffande modekollektioner utformade med modeföretag. De två av mest avgörande variablerna som påverkade köpintentionen var Source attractiveness och Source credibility.

Abstract [en]

Background: ​Today, a new sort of fashion collaborations have emerged as a result of the increased use of social media. Fashion companies have recognized the great growth potential of forming design collaborations with influencers to market their products, which has resulted in more companies abandoning traditional marketing methods. This practice is called influencer marketing, and new studies have shown that it can be more efficient than traditional marketing methods. Influencers can thus play a major role in consumers' purchasing decisions through advice and recommendations on various products and services. This paper is written in swedish.

Research questions:

  • How do young, swedish, female consumers perceive fashion companies who create fashion lines with influencer collaborations?
  • Do influencers have an impact on consumer purchase intentions?

Purpose: ​The purpose of this study is to examine young swedish female consumer attitudes towards fashion lines created through influencer collaborations and how this affects their purchase intentions.

Method: ​A qualitative study was conducted in the form of individual semi-structured interviews with young swedish female consumers. The interview guide included questions about consumer perceptions about influencer marketing and fashion companies that design fashion lines together with influencers.

Conclusion: ​Based on the empirical material, it can be concluded that the consumer attitude to influencer fashion lines is mostly positive. Influencers are thought of as great sources of inspiration and can be compared to trend analysts that can help fashion companies to develop new fashion pieces to their range. It has also been concluded that influencers have an influence on consumer attitudes and purchase intentions regarding fashion lines designed together with fashion companies. The two most crucial variables that influenced the purchase intent were Source attractiveness and Source credibility.

Place, publisher, year, edition, pages
2019.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-22024OAI: oai:DiVA.org:hb-22024DiVA, id: diva2:1370215
Subject / course
Textile management
Available from: 2019-11-15 Created: 2019-11-14 Last updated: 2019-11-15Bibliographically approved

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