oru.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
[I samarbete med…]: En kvalitativ studie av de strategier som synliggörs i sponsrade inlägg publicerade av influencers på Instagram.
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the landscape of today’s social media marketing, advertisers are turning to Instagram influencers to reach their target audience through Influencer marketing. This new way of advertising is used to create a more authentic and relatable approach to reach Generation Y consumers. The purpose of this study is to examine how influencer marketing can work by looking at a few selected female influencers and a sample of their sponsored posts, published on Instagram. The study will analyze which visual and linguistic strategies are visible and how these are used to reach Generation Y. We used  netnography  to  collect  our  material  and  a  multimodal  approach  with  semiotics  and  text analysis  to  analyze  the  material.  To  shape  our  study  we  have  used  the  theoretical  bases  of Generation Y, Social Media Marketing, Influencer Marketing and Celebrity marketing. The study shows that these influencers use visible strategies to seem unengaging or trying not to “sell” to their audience. The studied posts are characterized by visual authenticity and textual lack of transparency.

Place, publisher, year, edition, pages
2018. , p. 78
Keyword [sv]
Influencers, Influencer Marketing, Social Media, Instagram, Sponsored Posts
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-64870OAI: oai:DiVA.org:oru-64870DiVA, id: diva2:1180990
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2018-02-07 Created: 2018-02-07 Last updated: 2018-02-07Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
School of Humanities, Education and Social Sciences
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 47 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf