https://www.mdu.se/

mdu.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Trustworthiness of Influencers on Instagram: A study of the impact of influencers on generation Y and Z consumer behavior
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
2018 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

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.  

Ort, förlag, år, upplaga, sidor
2018.
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:mdh:diva-39482OAI: oai:DiVA.org:mdh-39482DiVA, id: diva2:1212860
Ämne / kurs
Företagsekonomi
Handledare
Examinatorer
Tillgänglig från: 2018-06-15 Skapad: 2018-06-04 Senast uppdaterad: 2018-06-15Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Av organisationen
Akademin för ekonomi, samhälle och teknik
Ekonomi och näringsliv

Sök vidare utanför DiVA

GoogleGoogle Scholar

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 3054 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf