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#SPONSORED: En kvalitativ undersökning om sponsrat innehåll på Youtube
Luleå University of Technology, Department of Arts, Communication and Education.
Luleå University of Technology, Department of Arts, Communication and Education.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay is based on a qualitative interview study with focus groups as a method and examines how sponsored videos from american influencers are received by their audience. Influencers are a new fenomena within the marketing business and therefore it is interesting to examine how this new marketing tactic is received by the viewers. We used two american beauty influencers with over one million subscribers on youtube as a conversation starter for the groups. We found that, after showing the videos to the participants, that the key to success for both influencer and viewer was that a relationship had to be established between viewer and influencer because if not the influencer did not come across as trustworthy since the viewer lacked the personal connection to him or her, but also they didn’t know their personalities. The women with this attitude did not, on a regular basis, follow any type of influencer in their daily life. However the women who did follow influencers regularly showed understanding in the concept and were also more likely to say that the influencers were in fact trustworthy. However, all of the women agreed that this is commercial and should always be regarded as that. They meant that as a viewer and consumer they should always be critical towards sponsored videos since there is large sums of money involved, and that means that the influencer could not be one hundred percent honest

Place, publisher, year, edition, pages
2018. , p. 48
Keywords [en]
Sponsoring, influencer, youtube, audience, makeup, advertising, qualitative focus group interview, opinion leaders
Keywords [sv]
Sponsring, influencer, youtube, publik, makeup, reklam, kvalitativ fokusgruppsintervju, opinionsledare
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:ltu:diva-68699OAI: oai:DiVA.org:ltu-68699DiVA, id: diva2:1205259
Subject / course
Student thesis, at least 15 credits
Educational program
Media and Communication Science, bachelor's level
Supervisors
Examiners
Available from: 2018-05-18 Created: 2018-05-12 Last updated: 2018-05-18Bibliographically approved

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Type fulltextMimetype application/pdf

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Communication Studies

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • 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