The social media paradox
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Title
The social media paradox
How social media and influencers affect consumers’ perception of quality of life
Course Code
BUSN39 Global Marketing
Authors
Elisabet Lund & Paulina Haux
Supervisor
Peter Svensson
Keywords
Social media, Influencers, Conspicuous Consumption, Quality of Life and Consumer Behavior
Purpose
The purpose of this study is to investigate how consumers perceive the consumption of influencers and social media and how it affects their QOL.
Methodology
The research has a phenomenology approach where the focus lies on consumers’ different explanations of different subjective experiences. This is conducted through semi-structured interviews.
Theoretical perspective
The main theories that the... (More) - Title
The social media paradox
How social media and influencers affect consumers’ perception of quality of life
Course Code
BUSN39 Global Marketing
Authors
Elisabet Lund & Paulina Haux
Supervisor
Peter Svensson
Keywords
Social media, Influencers, Conspicuous Consumption, Quality of Life and Consumer Behavior
Purpose
The purpose of this study is to investigate how consumers perceive the consumption of influencers and social media and how it affects their QOL.
Methodology
The research has a phenomenology approach where the focus lies on consumers’ different explanations of different subjective experiences. This is conducted through semi-structured interviews.
Theoretical perspective
The main theories that the study is based upon, are theories about consumer behavior, quality of life and conspicuous consumption in relation to social media and influencers.
Analysis and discussion
This research aimed to understand the interviewee's different worlds, therefore the analysis and discussion had a more holistic approach. The analysis and discussion are based on the interviewee’s explanations.
Conclusion
Influencers and social media affect consumers’ perception of QOL mostly in a delightful way by creating a form of togetherness through social media and seeing influencers as role models. Moreover, the findings show that lack of control on social media has an unfavorable effect on consumers’ perception of QOL.
Originality/Value
This research sheds light on how consumers make use of social media and influencers in their daily lives and what influence it has on consumers’ QOL. Consumer behavior is always difficult to predict, however, our research sheds light on how consumers think and act in a social media context. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8945952
- author
- Haux, Paulina LU and Lund, Elisabet
- supervisor
- organization
- alternative title
- How social media and influencers affect consumers’ perception of quality of life
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Social media, Influencers, Conspicuous Consumption, Quality of Life, Consumer Behavior
- language
- English
- id
- 8945952
- date added to LUP
- 2018-06-28 14:39:28
- date last changed
- 2018-06-28 14:39:28
@misc{8945952,
abstract = {{Title
The social media paradox
How social media and influencers affect consumers’ perception of quality of life
Course Code
BUSN39 Global Marketing
Authors
Elisabet Lund & Paulina Haux
Supervisor
Peter Svensson
Keywords
Social media, Influencers, Conspicuous Consumption, Quality of Life and Consumer Behavior
Purpose
The purpose of this study is to investigate how consumers perceive the consumption of influencers and social media and how it affects their QOL.
Methodology
The research has a phenomenology approach where the focus lies on consumers’ different explanations of different subjective experiences. This is conducted through semi-structured interviews.
Theoretical perspective
The main theories that the study is based upon, are theories about consumer behavior, quality of life and conspicuous consumption in relation to social media and influencers.
Analysis and discussion
This research aimed to understand the interviewee's different worlds, therefore the analysis and discussion had a more holistic approach. The analysis and discussion are based on the interviewee’s explanations.
Conclusion
Influencers and social media affect consumers’ perception of QOL mostly in a delightful way by creating a form of togetherness through social media and seeing influencers as role models. Moreover, the findings show that lack of control on social media has an unfavorable effect on consumers’ perception of QOL.
Originality/Value
This research sheds light on how consumers make use of social media and influencers in their daily lives and what influence it has on consumers’ QOL. Consumer behavior is always difficult to predict, however, our research sheds light on how consumers think and act in a social media context.}},
author = {{Haux, Paulina and Lund, Elisabet}},
language = {{eng}},
note = {{Student Paper}},
title = {{The social media paradox}},
year = {{2018}},
}