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Keeping it real? - A critical investigation of the authenticity among influencers in the social media environment

Wassberg, Emelie LU and Wictor, Helena LU (2019) BUSN39 20191
Department of Business Administration
Abstract
The study is of qualitative character, adopting a constructionist perspective and following an abductive approach. The qualitative material has been gathered through a set of semi-structured focus group interviews. The study has been conducted by applying a conceptual framework, consisting of three theoretical dimensions for investigating the influencer phenomenon, namely; brand authenticity, personal branding and networking and authority. The empirical data was gathered through a set of semi-structured focus group interviews. The findings of the study are concluded in a framework of the influencer phenomenon, the Influencer Personality Construct, developed within the context of authenticity in the social media environment. The framework... (More)
The study is of qualitative character, adopting a constructionist perspective and following an abductive approach. The qualitative material has been gathered through a set of semi-structured focus group interviews. The study has been conducted by applying a conceptual framework, consisting of three theoretical dimensions for investigating the influencer phenomenon, namely; brand authenticity, personal branding and networking and authority. The empirical data was gathered through a set of semi-structured focus group interviews. The findings of the study are concluded in a framework of the influencer phenomenon, the Influencer Personality Construct, developed within the context of authenticity in the social media environment. The framework distinguishes two types of influencers; role models and crowd pleasers. (Less)
Please use this url to cite or link to this publication:
author
Wassberg, Emelie LU and Wictor, Helena LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social Media Influencer, influencer marketing, brand authenticity, social media users, Millennial followers
language
English
id
8988792
date added to LUP
2019-08-13 13:04:26
date last changed
2019-08-13 13:04:26
@misc{8988792,
  abstract     = {{The study is of qualitative character, adopting a constructionist perspective and following an abductive approach. The qualitative material has been gathered through a set of semi-structured focus group interviews. The study has been conducted by applying a conceptual framework, consisting of three theoretical dimensions for investigating the influencer phenomenon, namely; brand authenticity, personal branding and networking and authority. The empirical data was gathered through a set of semi-structured focus group interviews. The findings of the study are concluded in a framework of the influencer phenomenon, the Influencer Personality Construct, developed within the context of authenticity in the social media environment. The framework distinguishes two types of influencers; role models and crowd pleasers.}},
  author       = {{Wassberg, Emelie and Wictor, Helena}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Keeping it real? - A critical investigation of the authenticity among influencers in the social media environment}},
  year         = {{2019}},
}