Advanced

Consumer Engagement on Instagram: Viewed through the perspectives of social influence and influencer marketing

Claesson, Amanda LU and Tägt Ljungberg, Nathalie LU (2018) BUSN39 20181
Department of Business Administration
Abstract
Purpose: The purpose consists of gaining an understanding of how young consumers engage on Instagram. This was done by applying the perspectives of social influence and influencer marketing.

Methodology: This study utilized a qualitative method from a social constructionist standpoint. The study has adopted an abductive approach. Ten semi-structured interviews with female participants have been conducted and where analysed by using a content analysis.

Theories: The main focus in the literature review consists of Instagram, Consumer Culture Theory, social influence and influencer marketing.

Empirical data: The key findings are summarized under four themes that emerged from the empirical material and consists of: consumers in the... (More)
Purpose: The purpose consists of gaining an understanding of how young consumers engage on Instagram. This was done by applying the perspectives of social influence and influencer marketing.

Methodology: This study utilized a qualitative method from a social constructionist standpoint. The study has adopted an abductive approach. Ten semi-structured interviews with female participants have been conducted and where analysed by using a content analysis.

Theories: The main focus in the literature review consists of Instagram, Consumer Culture Theory, social influence and influencer marketing.

Empirical data: The key findings are summarized under four themes that emerged from the empirical material and consists of: consumers in the world of social media, the reasons behind the choices individuals make, scepticism towards the use of social media and lastly, view of the participants of what an influencer is.

Conclusion: The conclusions are presented under three aspects where their main findings are found within. These aspects are summarized under: consumers’ engagement, social influence and influencers and a theoretical contribution consisting of a new tentative definition. (Less)
Please use this url to cite or link to this publication:
author
Claesson, Amanda LU and Tägt Ljungberg, Nathalie LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer Engagement, Instagram, Social Influence, Influencer Marketing, Social Media
language
English
id
8954393
date added to LUP
2018-07-05 13:09:52
date last changed
2018-07-05 13:09:52
@misc{8954393,
  abstract     = {Purpose: The purpose consists of gaining an understanding of how young consumers engage on Instagram. This was done by applying the perspectives of social influence and influencer marketing. 

Methodology: This study utilized a qualitative method from a social constructionist standpoint. The study has adopted an abductive approach. Ten semi-structured interviews with female participants have been conducted and where analysed by using a content analysis.

Theories: The main focus in the literature review consists of Instagram, Consumer Culture Theory, social influence and influencer marketing.

Empirical data: The key findings are summarized under four themes that emerged from the empirical material and consists of: consumers in the world of social media, the reasons behind the choices individuals make, scepticism towards the use of social media and lastly, view of the participants of what an influencer is.

Conclusion: The conclusions are presented under three aspects where their main findings are found within. These aspects are summarized under: consumers’ engagement, social influence and influencers and a theoretical contribution consisting of a new tentative definition.},
  author       = {Claesson, Amanda and Tägt Ljungberg, Nathalie},
  keyword      = {Consumer Engagement,Instagram,Social Influence,Influencer Marketing,Social Media},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer Engagement on Instagram: Viewed through the perspectives of social influence and influencer marketing},
  year         = {2018},
}