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Att outsourca intrycket

Rygell, Agnes LU ; Truedsson, Ellen LU and Bysell, Tyra LU (2024) FEKH29 20232
Department of Business Administration
Abstract
Research question: How do corporate partners in the form of micro and macro influencers influence young adults' brand perception and purchase decisions? Does influencers' unethical behavior affect young adults' image of the brand?
Purpose: To investigate how micro and macro influencers influence young adults' brand perception and purchase decisions, and how brands are affected by influencers' inappropriate behaviors.
Methodology: The thesis is based on a quantitative study with a deductive approach. Through a survey, the respondent’s data were collected, creating a basis for the analysis and discussion.
Theoretical perspectives: The essay is analyzed through Aaker's Brand Equity theory, providing an understanding of value creation... (More)
Research question: How do corporate partners in the form of micro and macro influencers influence young adults' brand perception and purchase decisions? Does influencers' unethical behavior affect young adults' image of the brand?
Purpose: To investigate how micro and macro influencers influence young adults' brand perception and purchase decisions, and how brands are affected by influencers' inappropriate behaviors.
Methodology: The thesis is based on a quantitative study with a deductive approach. Through a survey, the respondent’s data were collected, creating a basis for the analysis and discussion.
Theoretical perspectives: The essay is analyzed through Aaker's Brand Equity theory, providing an understanding of value creation towards customers and the firm/brand. Theory of Word-of-mouth and famous spokespeople are applied, to provide further analytic material.
Results: The study indicates that micro and macro influencers contribute to low brand loyalty. Results show that both marketing strategies apply WOM, where more young adults spread information after a macro influencer's recommendations. Both strategies influence young adults’ purchase decisions to a relatively low degree. Macro influencers influence young adults' brand image positively and negatively to a greater degree, with a risk of a negative image transfer.
Conclusion: The study offers insights into how young adults brand perception and purchase decisions are influenced by micro and macro influencers. Knowledge of how influencers' inappropriate behavior influences young adults’ image of the brand, is depicted in the study. (Less)
Please use this url to cite or link to this publication:
author
Rygell, Agnes LU ; Truedsson, Ellen LU and Bysell, Tyra LU
supervisor
organization
alternative title
Outsourcing The Impression, a quantitative study of brand partners and young adults brand perception and purchase decision.
course
FEKH29 20232
year
type
M2 - Bachelor Degree
subject
keywords
Micro influencer, macro influencer, cancel culture, brand perception, purchase decision.
language
Swedish
id
9147904
date added to LUP
2024-03-11 15:28:01
date last changed
2024-03-11 15:28:01
@misc{9147904,
  abstract     = {{Research question: How do corporate partners in the form of micro and macro influencers influence young adults' brand perception and purchase decisions? Does influencers' unethical behavior affect young adults' image of the brand?
Purpose: To investigate how micro and macro influencers influence young adults' brand perception and purchase decisions, and how brands are affected by influencers' inappropriate behaviors.
Methodology: The thesis is based on a quantitative study with a deductive approach. Through a survey, the respondent’s data were collected, creating a basis for the analysis and discussion. 
Theoretical perspectives: The essay is analyzed through Aaker's Brand Equity theory, providing an understanding of value creation towards customers and the firm/brand. Theory of Word-of-mouth and famous spokespeople are applied, to provide further analytic material.
Results: The study indicates that micro and macro influencers contribute to low brand loyalty. Results show that both marketing strategies apply WOM, where more young adults spread information after a macro influencer's recommendations. Both strategies influence young adults’ purchase decisions to a relatively low degree. Macro influencers influence young adults' brand image positively and negatively to a greater degree, with a risk of a negative image transfer. 
Conclusion: The study offers insights into how young adults brand perception and purchase decisions are influenced by micro and macro influencers. Knowledge of how influencers' inappropriate behavior influences young adults’ image of the brand, is depicted in the study.}},
  author       = {{Rygell, Agnes and Truedsson, Ellen and Bysell, Tyra}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att outsourca intrycket}},
  year         = {{2024}},
}