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Är betald UGC det nya sättet att göra reklam på?

Melgar, Sara LU ; Tran, Madeleine LU and Bengtsson, Linnea LU (2024) FEKH29 20232
Department of Business Administration
Abstract
Title: Is paid UGC the new way to market?
Seminar date: 2024-01-11
Authors: Linnea Bengtsson, Sara Melgar, Madeleine Tran
Advisor: Clara Gustafsson
Key words: Brand attitude, Brand Equity, Trust, UGC, FGC
Research questions: How does paid UGC affect customers’ brand attitude in relation to brands within the makeup industry? How does paid UGC affect makeup brands Brand Equity and CBBE?
Purpose: The purpose of this study is to investigate how paid UGC affects young adults’ brand attitudes towards makeup brands and how the makeup brands’ Brand Equity is affected by paid UGC.
Methodology: This study was constructed through a quantitative method by a survey that was sent out to the authors’ networks and 94 responses were of use.... (More)
Title: Is paid UGC the new way to market?
Seminar date: 2024-01-11
Authors: Linnea Bengtsson, Sara Melgar, Madeleine Tran
Advisor: Clara Gustafsson
Key words: Brand attitude, Brand Equity, Trust, UGC, FGC
Research questions: How does paid UGC affect customers’ brand attitude in relation to brands within the makeup industry? How does paid UGC affect makeup brands Brand Equity and CBBE?
Purpose: The purpose of this study is to investigate how paid UGC affects young adults’ brand attitudes towards makeup brands and how the makeup brands’ Brand Equity is affected by paid UGC.
Methodology: This study was constructed through a quantitative method by a survey that was sent out to the authors’ networks and 94 responses were of use. Furthermore, hypotheses were used to use a deductive method.
Theoretical perspectives: The study takes an approach on brand attitudes, trust, Brand Equity and Customer-Based Brand Equity.
Results: One out of three hypotheses could be accepted.
Conclusions: The conclusions were that we could see tendencies to positive brand attitudes towards makeup brands that used paid UGC to market their products, and the UGC-creator’s authenticity plays a large role in how brand attitudes are affected. Another conclusion is that the brands’ Brand Equity are affected positively by paid UGC with frequent users of makeup by an increase in brand awareness and popularity. (Less)
Abstract (Swedish)
Examensarbetets titel: Är betald UGC det nya sättet att göra reklam på?
Seminaredatum: 2024-01-11
Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 högskolepoäng
Författare: Linnea Bengtsson, Sara Melgar, Madeleine Tran
Handledare: Clara Gustafsson
Fem nyckelord: Varumärkesattityder, Brand Equity, Förtroende, UGC, FGC
Syfte: Syftet är att undersöka hur betald UGC påverkar unga vuxna konsumenters varumärkesattityd gentemot företag inom sminkindustrin och hur sminkvarumärkenas Brand Equity påverkas.
Metod: Studien är konstruerad utifrån en kvantitativ metod genom att inhämta sekundärdata via en enkät som skickades ut till författarnas nätverk, där 94 svar var användbara. Dessutom utformades hypoteser med syftet att... (More)
Examensarbetets titel: Är betald UGC det nya sättet att göra reklam på?
Seminaredatum: 2024-01-11
Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 högskolepoäng
Författare: Linnea Bengtsson, Sara Melgar, Madeleine Tran
Handledare: Clara Gustafsson
Fem nyckelord: Varumärkesattityder, Brand Equity, Förtroende, UGC, FGC
Syfte: Syftet är att undersöka hur betald UGC påverkar unga vuxna konsumenters varumärkesattityd gentemot företag inom sminkindustrin och hur sminkvarumärkenas Brand Equity påverkas.
Metod: Studien är konstruerad utifrån en kvantitativ metod genom att inhämta sekundärdata via en enkät som skickades ut till författarnas nätverk, där 94 svar var användbara. Dessutom utformades hypoteser med syftet att använda en deduktiv metod.
Teoretiska perspektiv: Studien grundar sig på teorier som belyser varumärkesattityd, förtroende, Brand Equity och Customer-based Brand Equity.
Resultat: En av tre hypoteser kunde accepteras.
Slutsats: En av slutsatserna är att betald UGC verkar påverka varumärkesattityder positivt inom sminkindustrin, men att UGC-kreatörens autenticitet spelar stor roll i detta. En annan slutsats är att sminkvarumärkenas Brand Equity påverkas positivt av betald UGC bland frekventa användare av smink genom en ökad varumärkesmedvetenhet och popularitet. (Less)
Please use this url to cite or link to this publication:
author
Melgar, Sara LU ; Tran, Madeleine LU and Bengtsson, Linnea LU
supervisor
organization
alternative title
En kvantitativ studie om hur betald UGC påverkar unga vuxnas varumärkesattityder och hur varumärkenas Brand Equity påverkas av betald UGC med fokus på sminkprodukter.
course
FEKH29 20232
year
type
M2 - Bachelor Degree
subject
keywords
Varumärkesattityder, Brand Equity, Förtroende, UGC, FGC
language
Swedish
id
9147783
date added to LUP
2024-03-11 15:26:37
date last changed
2024-03-11 15:26:37
@misc{9147783,
  abstract     = {{Title: Is paid UGC the new way to market?
Seminar date: 2024-01-11
Authors: Linnea Bengtsson, Sara Melgar, Madeleine Tran
Advisor: Clara Gustafsson
Key words: Brand attitude, Brand Equity, Trust, UGC, FGC
Research questions: How does paid UGC affect customers’ brand attitude in relation to brands within the makeup industry? How does paid UGC affect makeup brands Brand Equity and CBBE?
Purpose: The purpose of this study is to investigate how paid UGC affects young adults’ brand attitudes towards makeup brands and how the makeup brands’ Brand Equity is affected by paid UGC.
Methodology: This study was constructed through a quantitative method by a survey that was sent out to the authors’ networks and 94 responses were of use. Furthermore, hypotheses were used to use a deductive method.
Theoretical perspectives: The study takes an approach on brand attitudes, trust, Brand Equity and Customer-Based Brand Equity.
Results: One out of three hypotheses could be accepted.
Conclusions: The conclusions were that we could see tendencies to positive brand attitudes towards makeup brands that used paid UGC to market their products, and the UGC-creator’s authenticity plays a large role in how brand attitudes are affected. Another conclusion is that the brands’ Brand Equity are affected positively by paid UGC with frequent users of makeup by an increase in brand awareness and popularity.}},
  author       = {{Melgar, Sara and Tran, Madeleine and Bengtsson, Linnea}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Är betald UGC det nya sättet att göra reklam på?}},
  year         = {{2024}},
}