Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hp
Course:
EFO704 Master Thesis in Business Administration, 15 ECTS
University:
Mälardalens University School of Business, Society and Engineering
Date:
June 4th, 2018
Authors:
Rimgailė Meškaitė, Diana Sabir
Title: Trustworthiness of influencers on Instagram
Tutor:
Cecilia Lindh
Keywords:
Influencer Marketing; Generation Y & Generation Z; Influencer; Trust; Instagram.
Research Question: How does Influencers with the help of the social media platform Instagram, affect the consumer behavior of generation Y and Z?
Purpose: The purpose of the study is to explore the trustworthiness consumers have towards influencers on the social media platform Instagram. The research will be executed in regard to how consumers from various generations feel towards the influencers as well as the relationship built between the company and the influencer. The paper will provide a conceptual model through which the study will examine the phenomena.
Method: For this master thesis, the use of qualitative research method will be executed with the primary data use of email interviews, sent through Facebook, email and other platforms.
Conclusion: With the help of data collected through the email interviews, it could be concluded that influencers on Instagram impact both generation Y and Z consumers in terms of their behavior. Throughout conduction of the research it was found that generation Z has higher trustworthiness towards relying on the influencers online. Therefore, managers should take these findings into consideration and use appropriate marketing tools to target potential consumers.
2018.