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Influencer marketing: Consumer's willingness to rely on product information provided by influencers on YouTube
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]

Research question: How does influencers on YouTube affect the consumers' willingness to rely on provided information and which factor has the most effect?

Purpose: This study intends to capture an understanding of online consumer behavior regarding influencer marketing on YouTube and the way viewers build trust towards influencers.

Method: A quantitative study based on an online survey with a total of 324 respondents. Collected data was analyzed through correlations and linear regressions with the help of SPSS.

Conclusion: The study discovered that influencers have a positive effect on consumers’ willingness to rely on product information, whereas the quality of the information that is provided by the influencers is the most influential factor.

Place, publisher, year, edition, pages
2018. , p. 37
Keywords [en]
Influencer marketing, YouTube, trust, online consumer behavior
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-39505OAI: oai:DiVA.org:mdh-39505DiVA, id: diva2:1213097
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-14 Created: 2018-06-04 Last updated: 2018-06-14Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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