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Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare: En kvalitativ studie om unga influencers på mobilappen TikTok
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Tick-tack, Tik Tok. About time to get acquaintedwith today's opinion leaders : A qualitative study of younginfluencers on the mobile app TikTok (English)
Abstract [sv]

Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medverkar fem influencers i åldrarna 14–17 år från mobilappen TikTok, där de i skrivande stund har mellan 172 000 till 2,3 miljoner följare.

Studien visar på en relativt medveten grupp unga individer med god förståelse för sin roll i marknadsföringssystemet, likväl som för sin roll som opinionsbildare och influencer. Generellt uppvisar de en negativ uppfattning till reklam i allmänhet men en positiv inställning till influencer marketing. De innehar vidare stark kritisk inställning till det som de identifierar som missbrukande av rollen influencer. Trots att influencers främst tycks drivas av personlig vinning så har de en tydlig önskan att fungera som förebild och inspirationskälla. Influencers tycks vidare i stor grad drivas av inre motivationskällor och uppvisar stor personlig integritet samt selektivitet vid val av företagssamarbeten. Ett framgångsrikt samarbete bör därför upplevas som självvalt, innehålla rätt typ av budskap samt ge visst utrymme för egna tolkningar.

Abstract [en]

The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform.

The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
Influencer marketing, social media, opinion leaders, generation Z, motivation, self-branding, micro-celebrity, advertising & children
Keywords [sv]
Influencer marketing, social media, opinionsledare, generation Z, motivation, self-branding, micro-celebrity, reklam & barn
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-164994OAI: oai:DiVA.org:su-164994DiVA, id: diva2:1280997
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Available from: 2019-02-11 Created: 2019-01-21 Last updated: 2019-02-11Bibliographically approved

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