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ABSTRACT 

Date: 02.06.2021 

Level: Bachelor thesis in Business Administration, 15 cr 

Institution: School of Business, Society and Engineering, Märlardalen University 

Title: An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context. 

Tutor: Leanne Johnstone 

Keywords: Online consumer behavior, Influencer marketing, Artificial intelligence, Trust in the online context, Perception in the online context, Millennials and Generation Z 

List of abbreviations: SNS, SMI, AI, Gen Z, Gen Y, TRA, TPB, TAM 

Research questions: How does Influencer’s marketing and AI affect trust and perception (i.e. aspects of consumer buying behavior) for millennials and generation z’s purchase intent in the online retail context? 

Purpose: The purpose of this thesis is to develop an understanding on how trust and perception, through social media influencers and AI (algorithms) influences the purchase intention of millennials and generation Z’s in the online retail context. 

Method: This thesis used an inductive approach towards theory development. In order to accomplish this qualitative research focus group interviews were conducted. The data collected through these focus group interviews were then thematically analyzed to identify common patterns, themes and topics. 

Conclusion: The conclusion for this study finds that influencer marketing and artificial intelligence influences trust and perception in the online retail context, which in return impacts the purchase intentions of Millennials and Gen Z. Furthermore, this study also finds that Millennials and Gen Z, based on the experiences of their respective generations, have different behavioral attitudes in the online context.