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Influencers - Betald reklam eller genuin rekommendation?: En kvalitativ undersökning om influencers påverkan i köpbeslutsprocessen.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna uppsats ämnar undersöka ”influencer marketing” och dess påverkan i köpbeslutsprocessen hos konsumenter mellan 18 – 25 år via sociala medier. Då ”influencer marketing” i tidigare studier liknas vid ”electronic word of mouth” är det även intressant att undersöka om konsumenter värderar dessa lika.

Abstract [en]

This study aims to examine influencer marketing’s effect on the consumer buying process on consumers between 18 – 25 years through social media. Influencer marketing have been compared to electronic word of mouth in earlier studies and therefore it is also interesting to examine if consumers also value them likewise.

Place, publisher, year, edition, pages
2018. , p. 47
Keywords [en]
consumer behaviour, consumer buying process, social media, influencer marketing
Keywords [sv]
konsumentbeteende, köpbeslutsprocessen, sociala medier, influencer marketing
National Category
Business Administration Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-39474OAI: oai:DiVA.org:mdh-39474DiVA, id: diva2:1212812
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-03 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf