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  • 1.
    Karlsson, Desirée
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Influencer marketing – ett stockholmssyndrom?: En kvalitativ studie om unga kvinnors psykosociala upplevelser av Influencers marknadsföring på Instagram2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The mental illness of the population in Sweden has increased significantly since the 1980s and women are the ones who suffer the most. With the growth of social media, a new industry with Social Media Influencers has also established whose purpose is to create a personal brand and thereby influence its target group. This essay has begun to investigate whether young women consider their psychosocial health to be related to Influencer's marketing of status symbols on Instagram. The essay has been conducted through three qualitative interviews with women between 19 and 21 years. The collected empirical data has then been analyzed through a thematic analysis. The result shows that Influencer marketing gives a positive feeling as a role model and thereby makes a positive impact on their psychosocial health. The result, on the other hand, shows that the young women in the study have not reflected significantly on the consumption that Influencers encourages. Something that subsequent research should study further.

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  • vancouver
  • Other style
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  • en-GB
  • en-US
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