Impact of Finnish and Swedish Instagram influencers on Finnish consumers

Abstract

This bachelor’s thesis study researched how consumers perceive influencer marketing and what are the reasons why consumers follow Swedish and Finnish influencers. The research question was build based on the objectives: How are 18 to 30-year-old Finnish fashion consumers affected by Finnish and Swedish Instagram influencers? This research-oriented study focuses only on Swedish and Finnish influencers on Instagram. The perspective of companies and influencers was taken into consideration in order to obtain the broadest possible perspective.

The theoretical section was collected from reliable sources such as journals, books, and articles. The central theoretical concept was parasocial relationship theory, which sets out the reasons for the relationship between influencers and consumers. The ICA framework was used to identify a company’s needs based on influencers’ individual characteristics, content, and audience. The media priming concept examines influencer's effects on consumers. The empirical part consisted of both qualitative and quantitative research. A quantitative questionnaire (n=71) was conducted through Webropol. The questionnaire supported the collected theory and provided a more in-depth picture of consumers’ requirements. The qualitative research was conducted through interviews with Finnish influencers. Altogether three influencers were interviewed.

The key findings indicated that Finnish influencers are more popular than Swedish influencers among the consumers. Content and inspiration are seen as the most critical factors for both Swedish and Finnish influencers. Finnish influencers are seen as more relatable and authentic. Swedish influencers are followed mostly because consumers want to find inspiration for their lifestyle and fashion style. Findings also indicated that influencer marketing is mainly seen as an acceptable and effective method of marketing. However, consumers are not aware of how much influencers can affect their purchasing decisions. Companies want influencers who holistically think about their followers, content, and individual characteristics. Findings indicated that companies select influencers based on what they want to achieve and whether they can help with those goals. Transparency, reliability, and authenticity are the most critical factors for both Finnish consumers and companies.

The future recommendation for companies is to use influencers as part of marketing. It is important to evaluate carefully is the influencer suitable for the company and whether they fulfill the company’s image. Finnish consumers trust influencers' words more than traditional marketing. In order to success, companies should collaborate with authentic and transparent influencers. Finnish consumers want to relate to and trust influencers. Those aspects build trust. Key findings also indicated that influencers’ content needs to be interesting and match with consumers' values.