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“Tänk om man kunde dofta genom telefonen”

Tran, Maya LU ; Mårtensson, Josefin LU and Hörstedt, Emily LU (2021) FEKH29 20202
Department of Business Administration
Abstract
Examensarbetets titel: “Tänk om man kunde dofta genom telefonen” – En kvalitativ studie
om influencer marketing av sensoriska produkter ur ett konsumentperspektiv Seminariedatum: 2020-01-14
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Hörstedt Emily, Mårtensson Josefin, Tran Maya Handledare: Cerne Annette
Nyckelord: Instagram, influencers, influencer marketing, sensoriska produkter, word-of-mouth.
Syfte: Syftet med uppsatsen är att bidra till att försöka skapa en djupare förståelse inom kosmetikbranschen. Detta görs ur ett konsumentperspektiv genom att undersöka hur influencers marknadsföring av dessa sensoriska produkter på diverse sätt kan påverka konsumenten.
... (More)
Examensarbetets titel: “Tänk om man kunde dofta genom telefonen” – En kvalitativ studie
om influencer marketing av sensoriska produkter ur ett konsumentperspektiv Seminariedatum: 2020-01-14
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Hörstedt Emily, Mårtensson Josefin, Tran Maya Handledare: Cerne Annette
Nyckelord: Instagram, influencers, influencer marketing, sensoriska produkter, word-of-mouth.
Syfte: Syftet med uppsatsen är att bidra till att försöka skapa en djupare förståelse inom kosmetikbranschen. Detta görs ur ett konsumentperspektiv genom att undersöka hur influencers marknadsföring av dessa sensoriska produkter på diverse sätt kan påverka konsumenten.
Metod: Kvalitativ forskningsmetod har tillämpats, primärdata utgörs av tio semistrukturerade intervjuer samt sekundärdata genom netnografiska observationer. Urvalet av respondenter bestod av tio kvinnor i åldrarna 20-30 år som använde sig av Instagram dagligen.
Teoretiska perspektiv: Köpprocessen, mikro- och makromålskedjan, word-of-mouth, konsumtion och identitet.
Empiri: Tio semistrukturerade intervjuer har utförts med kvinnor som använder sig dagligen av Instagram samt handlat sensoriska produkter online. Vidare utfördes en netnografisk observation av kommentarsfält på Instagram som även den legat till grund för analysen.
Resultat: Influencers anses vara en mer trovärdig källa jämfört med traditionell marknadsföring då de lättare kan nå ut till ett visst kundsegment. Eftersom word-of-mouth sprider sig snabbt på sociala medier kan det påverka konsumentens köp och även kunna förkorta dess köpprocess. Inflytandet influencers har på sina följare vid marknadsföring av sensoriska produkter kan tänkas påverkas av hur deras följare uppfattar dem men också genom att i ett försök efterlikna deras så kallade idoler. Med hjälp av konsumtion kan följarna närma sig influencern i termer av identitetsskapande. Dessa sätt som konsumenter påverkas av gör att en stor del konsumenter väljer att konsumera sensoriska produkter, exempelvis parfymer, som de på grund av en digital försäljning inte fått möjlighet att beröra med sina sinnen. (Less)
Abstract
Title: “What if you could smell through the phone” – A qualitative study on influencer
marketing of sensory products from a consumer perspective Seminar date: 2020-01-14
Course: FEKH29, Business administration: Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Hörstedt Emily, Mårtensson Josefin, Tran Maya Advisor: Cerne Annette
Key words: Instagram, influencers, influencer marketing, sensorical products, word-of-mouth.
Purpose: The purpose of this thesis is to contribute to creating a deeper understanding of the cosmetics industry. This is done from a consumer perspective by examining how influencers' marketing of these sensory products can affect the consumer in various ways.
Methodology: Qualitative research... (More)
Title: “What if you could smell through the phone” – A qualitative study on influencer
marketing of sensory products from a consumer perspective Seminar date: 2020-01-14
Course: FEKH29, Business administration: Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Hörstedt Emily, Mårtensson Josefin, Tran Maya Advisor: Cerne Annette
Key words: Instagram, influencers, influencer marketing, sensorical products, word-of-mouth.
Purpose: The purpose of this thesis is to contribute to creating a deeper understanding of the cosmetics industry. This is done from a consumer perspective by examining how influencers' marketing of these sensory products can affect the consumer in various ways.
Methodology: Qualitative research method has been applied, primary data are available from ten semi-structured interviews and secondary data through netnographic observations. The sample of respondents consisted of ten women aged 20-30 who used Instagram daily.
Theoretical perspectives: The consumer buying process, the micro- and macro-target chain, word-of-mouth, consumption and identity.
Empirical foundation: Ten semi-structured interviews have been done with women who use Instagram daily and buy sensory products online. Furthermore, a netnographic observation of comment fields was performed on Instagram, which also formed the basis for analyses.
Conclusions: Influencers are considered to be a more credible source compared to traditional marketing as they can more easily reach a certain customer segment. Because word-of-mouth spreads quickly through social media, it can affect the consumer's purchases and also shorten its buying process. The impact which influencers have on their followers when marketing sensory products can conceivably be influenced by how their followers perceive them while also trying to imitate their so-called idols. Through consumption, followers can mimic the influencer in terms of identity creation. These ways in which consumers are affected mean that a large proportion of consumers choose to buy sensory products, for example perfumes, without actually testing it with their own senses through a digital sale. (Less)
Please use this url to cite or link to this publication:
author
Tran, Maya LU ; Mårtensson, Josefin LU and Hörstedt, Emily LU
supervisor
organization
alternative title
En kvalitativ studie om influencer marketing av sensoriska produkter ur ett konsumentperspektiv
course
FEKH29 20202
year
type
M2 - Bachelor Degree
subject
keywords
Instagram, influencers, influencer marketing, sensorical products, word-of-mouth.
language
Swedish
id
9040476
date added to LUP
2021-03-17 09:09:37
date last changed
2021-04-26 15:56:38
@misc{9040476,
  abstract     = {{Title: “What if you could smell through the phone” – A qualitative study on influencer
marketing of sensory products from a consumer perspective Seminar date: 2020-01-14
Course: FEKH29, Business administration: Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Hörstedt Emily, Mårtensson Josefin, Tran Maya Advisor: Cerne Annette
Key words: Instagram, influencers, influencer marketing, sensorical products, word-of-mouth.
Purpose: The purpose of this thesis is to contribute to creating a deeper understanding of the cosmetics industry. This is done from a consumer perspective by examining how influencers' marketing of these sensory products can affect the consumer in various ways.
Methodology: Qualitative research method has been applied, primary data are available from ten semi-structured interviews and secondary data through netnographic observations. The sample of respondents consisted of ten women aged 20-30 who used Instagram daily.
Theoretical perspectives: The consumer buying process, the micro- and macro-target chain, word-of-mouth, consumption and identity.
Empirical foundation: Ten semi-structured interviews have been done with women who use Instagram daily and buy sensory products online. Furthermore, a netnographic observation of comment fields was performed on Instagram, which also formed the basis for analyses.
Conclusions: Influencers are considered to be a more credible source compared to traditional marketing as they can more easily reach a certain customer segment. Because word-of-mouth spreads quickly through social media, it can affect the consumer's purchases and also shorten its buying process. The impact which influencers have on their followers when marketing sensory products can conceivably be influenced by how their followers perceive them while also trying to imitate their so-called idols. Through consumption, followers can mimic the influencer in terms of identity creation. These ways in which consumers are affected mean that a large proportion of consumers choose to buy sensory products, for example perfumes, without actually testing it with their own senses through a digital sale.}},
  author       = {{Tran, Maya and Mårtensson, Josefin and Hörstedt, Emily}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{“Tänk om man kunde dofta genom telefonen”}},
  year         = {{2021}},
}