THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE DECISIONS
Leinonen, Anni; Nikkanen, Elli (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052514046
https://urn.fi/URN:NBN:fi:amk-2023052514046
Tiivistelmä
The main objective of this thesis was to investigate how social media influencers impact Savonia University of Applied Sciences students’ purchasing decisions. The aim was to analyze Instagram and TikTok influencers and their impact on Bachelor of Business Administration as well as Bachelor of Tourism and Hospitality Management students.
The method used in this research was a quantitative questionnaire, which was conducted by Savonia University of Applied Sciences students. The questionnaire had 25 multiple-choice questions. The online questionnaire was created on Webropol. The link to the questionnaire was shared in Finnish and English among Bachelor of Business Administration as well as Bachelor of Tourism and Hospitality Management students. In addition, we collected qualitative data from 3 different types of influencers. The result of the quantitative research and analysis indicates that Instagram and TikTok have a minor to moderate impact on Savonia students’ purchasing decisions. Instagram is a more popular social media channel compared to TikTok. The qualitative data indicates that it’s common and useful for brands to work with influencers in order to promote and reach a wider audience.
The method used in this research was a quantitative questionnaire, which was conducted by Savonia University of Applied Sciences students. The questionnaire had 25 multiple-choice questions. The online questionnaire was created on Webropol. The link to the questionnaire was shared in Finnish and English among Bachelor of Business Administration as well as Bachelor of Tourism and Hospitality Management students. In addition, we collected qualitative data from 3 different types of influencers. The result of the quantitative research and analysis indicates that Instagram and TikTok have a minor to moderate impact on Savonia students’ purchasing decisions. Instagram is a more popular social media channel compared to TikTok. The qualitative data indicates that it’s common and useful for brands to work with influencers in order to promote and reach a wider audience.