The role of Instagram influencers and their impact on millennials' consumer behaviour
Sireni, Heta (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111723010
https://urn.fi/URN:NBN:fi:amk-2020111723010
Tiivistelmä
Since social media is becoming a bigger part of our everyday life, businesses have no other choice but join in the world of social media themselves too. Social media can increase the sales and website traffic if it’s used in the right way. Influencer marketing is one form of it. Theoretical framework presents the theories of social media, influencer marketing and consumer behaviour.
This thesis is research-oriented, and the goal of the research was to find out how influencer marketing based on Instagram is affecting consumers behaviour and how reliable influencers and influencer marketing are seen.
This thesis is research-oriented, and the goal of the research was to find out how influencer marketing based on Instagram is affecting consumers behaviour and how reliable influencers and influencer marketing are seen.