mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
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
Trustworthiness of Influencers on Instagram: A study of the impact of influencers on generation Y and Z consumer behavior
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.  

Place, publisher, year, edition, pages
2018.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-39482OAI: oai:DiVA.org:mdh-39482DiVA, id: diva2:1212860
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-04 Last updated: 2018-06-15Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
School of Business, Society and Engineering
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 88 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
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