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Influencer Marketing - ytlig inspiration eller något djupare?

Larsson, Eric LU ; Molin, Oscar LU and Da Silva Pereira, Michelle LU (2018) FEKH29 20172
Department of Business Administration
Abstract
Title: "Influencer Marketing - Superficial Inspiriation or Something Deeper?" - A qualitative research about the relationship between fashion influencers and their followers from a Consumer Culture Perspective

Seminar date: 2018-01-11

Course: FEKH29, Business Administration: Bachelor Degree Project In Marketing Undergraduate Level, 15 Credits

Authors: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin

Advisor: Jon Bertilsson

Key words: Influencer, Follower, Consumer Culture Theory, Brand Relationship, Fashion

Purpose: The purpose of this study is to create a better understanding of followers' view of their relationship to fashion influencers and what kind of motives that underlie their reasons to follow, from a... (More)
Title: "Influencer Marketing - Superficial Inspiriation or Something Deeper?" - A qualitative research about the relationship between fashion influencers and their followers from a Consumer Culture Perspective

Seminar date: 2018-01-11

Course: FEKH29, Business Administration: Bachelor Degree Project In Marketing Undergraduate Level, 15 Credits

Authors: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin

Advisor: Jon Bertilsson

Key words: Influencer, Follower, Consumer Culture Theory, Brand Relationship, Fashion

Purpose: The purpose of this study is to create a better understanding of followers' view of their relationship to fashion influencers and what kind of motives that underlie their reasons to follow, from a Consumer Culture Perspective.

Methodology: A qualitative study has been conducted based on semi-structured interviews. An abductive approach with a hermeneutical view has been used as a foundation throughout the study. The collected empirical material is analysed together with theories from existing literature to generate new knowledge.

Theoretical perspectives: The essay takes a starting point in the Consumer Culture Theory perspective focusing on "brand relationship" and elements such as Identity, Group Identity and Symbolism.

Empirical foundation: Ten semi-structured in-depth interviews have been conducted with young adults that look upon themselves as followers to fashion influencers. The empirical material that was gathered became a foundation for the research analysis.

Conclusion: This study has with help of followers subjective opinions contributed to an understanding of their relationhips with fashion influencers. Prominent discoveries have been a model consisting of four types of relationhips between followers and fashion influencers and has raised the question of whether the power ratio should be revalued. (Less)
Abstract (Swedish)
Examensarbetets titel: "Influencer Marketing - ytlig inspiration eller något djupare?" - En kvalitativ studie om relationen mellan modeinfluencers och följare ur ett konsumentkulturperspektiv

Seminariedatum: 2018-01-11

Kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 hp

Författare: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin

Handledare: Jon Bertilsson

Fem nyckelord: Influencer, Follower, Consumer Culture Theory, Brand relationship, Fashion

Syfte: Studien ämnar att utifrån ett konsumentkulturperspektiv lämna ett kunskapsbidrag som ger en utökad förståelse för följares syn på relationen till modeinfluencers samt vilka motiv som kan tänkas ligga bakom följarskapet.

Metod: En kvalitativ studie har... (More)
Examensarbetets titel: "Influencer Marketing - ytlig inspiration eller något djupare?" - En kvalitativ studie om relationen mellan modeinfluencers och följare ur ett konsumentkulturperspektiv

Seminariedatum: 2018-01-11

Kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 hp

Författare: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin

Handledare: Jon Bertilsson

Fem nyckelord: Influencer, Follower, Consumer Culture Theory, Brand relationship, Fashion

Syfte: Studien ämnar att utifrån ett konsumentkulturperspektiv lämna ett kunskapsbidrag som ger en utökad förståelse för följares syn på relationen till modeinfluencers samt vilka motiv som kan tänkas ligga bakom följarskapet.

Metod: En kvalitativ studie har genomförts som baserats på semistrukturerade intervjuer. I uppsatsen har en abduktiv forskningsansats tillämpats med ett hermeneutiskt synsätt. Således har insamlad empiri i kombination med befintlig teori genererat ny kunskap.

Teoretiska perspektiv: Uppsatsen tar utgångspunkt i CCT-forskning med fokus på "brand relationship" samt beståndsdelar såsom identitet, grupptillhörighet och symbolik.

Empiri: Tio semistrukturerade djupintervjuer genomfördes med unga vuxna som anses vara följare till en eller flera modeinfluencers. Det insamlade empiriska materialet har legat till grund för studiens analys.

Resultat: Studien har med hjälp av följares subjektiva åsikter bidragit till en förståelse för relationen mellan modeinfluencers och följare. Framträdande upptäckter är bland annat en modell bestående av fyra olika typer av relationer mellan följare och modeinfluencers samt det faktum att maktförhållandet dem emellan eventuellt kan behöva omvärderas. (Less)
Please use this url to cite or link to this publication:
author
Larsson, Eric LU ; Molin, Oscar LU and Da Silva Pereira, Michelle LU
supervisor
organization
alternative title
Influencer Marketing - Superficial Inspiriation or Something Deeper?
course
FEKH29 20172
year
type
M2 - Bachelor Degree
subject
keywords
Influencer, Follower, Consumer Culture Theory, Brand Relationship, Fashion
language
Swedish
id
8935133
date added to LUP
2018-02-13 18:38:52
date last changed
2018-02-13 18:38:52
@misc{8935133,
  abstract     = {Title: "Influencer Marketing - Superficial Inspiriation or Something Deeper?" - A qualitative research about the relationship between fashion influencers and their followers from a Consumer Culture Perspective 

Seminar date: 2018-01-11

Course: FEKH29, Business Administration: Bachelor Degree Project In Marketing Undergraduate Level, 15 Credits

Authors: Michelle Da Silva Pereira, Eric Larsson, Oscar Molin

Advisor: Jon Bertilsson

Key words: Influencer, Follower, Consumer Culture Theory, Brand Relationship, Fashion

Purpose: The purpose of this study is to create a better understanding of followers' view of their relationship to fashion influencers and what kind of motives that underlie their reasons to follow, from a Consumer Culture Perspective.

Methodology: A qualitative study has been conducted based on semi-structured interviews. An abductive approach with a hermeneutical view has been used as a foundation throughout the study. The collected empirical material is analysed together with theories from existing literature to generate new knowledge.

Theoretical perspectives: The essay takes a starting point in the Consumer Culture Theory perspective focusing on "brand relationship" and elements such as Identity, Group Identity and Symbolism.

Empirical foundation: Ten semi-structured in-depth interviews have been conducted with young adults that look upon themselves as followers to fashion influencers. The empirical material that was gathered became a foundation for the research analysis. 

Conclusion: This study has with help of followers subjective opinions contributed to an understanding of their relationhips with fashion influencers. Prominent discoveries have been a model consisting of four types of relationhips between followers and fashion influencers and has raised the question of whether the power ratio should be revalued.},
  author       = {Larsson, Eric and Molin, Oscar and Da Silva Pereira, Michelle},
  keyword      = {Influencer,Follower,Consumer Culture Theory,Brand Relationship,Fashion},
  language     = {swe},
  note         = {Student Paper},
  title        = {Influencer Marketing - ytlig inspiration eller något djupare?},
  year         = {2018},
}