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
Betalt samarbete med… -En kvalitativ studie av hur influerare kommunicerar i marknadsförande inlägg på Instagram
Örebro University, School of Humanities, Education and Social Sciences.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Influencer marketing is one of the fastest growing trends within marketing in Sweden. By using a semiotic analysis, this study aims to analyze how influencers communicate through sponsored posts on Instagram. Two posts each posted by six different influencers were selected for the study. The influencers were divided into three categories, parental influencers, fashion influencers and fitness influencers. The analysis showed that influencers describe the product as an essential part of their everyday life by telling how much they like it. The posts also reproduce certain stereotypes, as it for example displays women as engaged mothers and consumers of beauty products. The fashion and the fitness influencers Instagram posts both display stereotypes concerning thin and well-shaped bodies. The captions function for the viewers understanding of the posts meaning is anchoring more often than relay.

Place, publisher, year, edition, pages
2020. , p. 56
Keywords [en]
Authenticity, Influencer, Instagram, Marketing, Semiotics, Stereotypes
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-80976OAI: oai:DiVA.org:oru-80976DiVA, id: diva2:1421299
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2020-04-06 Created: 2020-04-02 Last updated: 2020-04-23Bibliographically approved

Open Access in DiVA

fulltext(2513 kB)39 downloads
File information
File name FULLTEXT01.pdfFile size 2513 kBChecksum SHA-512
2a8efc136dec28497b6dea4cb5f3eca79bb752315fb08e5786d389b8184ae635363de32b03f1725ac5b1b6a9907970ef5a61d216762d4e38d1077ef56aa5adb1
Type fulltextMimetype application/pdf

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

Search outside of DiVA

GoogleGoogle Scholar
Total: 39 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 195 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