hkr.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
“This post is a paid sponsorship” Do we care?: How consumers perceive brands when social media influencers disclose paid partnerships
Högskolan Kristianstad, Fakulteten för ekonomi.
Högskolan Kristianstad, Fakulteten för ekonomi.
2018 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. With the growth of influencer marketing, regulations and guidelines in Sweden have been put in place to ensure consumers integrity. SMIs and companies are required to disclose paid partnerships. However, many companies have the perception that truthful marketing can affect consumers brand perception negatively. Research based on consumer brand perception and disclosed paid partnerships between SMIs and companies have not previously been explored. Therefore, the purpose of this thesis is to explore how consumers perceive brands when SMIs disclose paid partnerships. In order to gather consumers ́ brand perception when SMIs and companies collaborate, a qualitative study using focus groups was conducted, where the participants thoughts and opinions have been studied. The findings of this thesis indicate that the communication and characteristics of SMIs influences consumers brand perception. The factors analyzed were: influence of SMIs, content, trust and truthfulness. The factors were important for how consumers perceive the SMI and brand of companies. The most important implication of this thesis is that the study can be of use for companies that seek to collaborate with SMIs when the aim is to reach target groups and enhance brand perception.

Ort, förlag, år, upplaga, sidor
2018.
Nyckelord [en]
Social media influencer (SMI), consumer brand perception, marketing regulations, influence of SMIs, content, trust, truthfulness
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:hkr:diva-18256OAI: oai:DiVA.org:hkr-18256DiVA, id: diva2:1221954
Ämne / kurs
Internationellt företagande och marknadsföring
Utbildningsprogram
Ekonomprogrammet
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2018-06-27 Skapad: 2018-06-20 Senast uppdaterad: 2018-06-27Bibliografiskt granskad

Open Access i DiVA

PhanYedic(1100 kB)1496 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1100 kBChecksumma SHA-512
abbd40921616164082c9e9d918f89269bb0c6f5c92436f9fc874d16bbe439de187622f5288e8c6caecda20d754ae99317ce0881517da1b17d5d8b71e593ff439
Typ fulltextMimetyp application/pdf

Av organisationen
Fakulteten för ekonomi
Ekonomi och näringsliv

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1496 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 4286 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