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Influencers påverkan: En studie om sambandet mellan influencers och den unga kvinnans konsumtion och självbild
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The impact of influencers post : A study about the correlation between influencers and the young womans consumption and self-image (English)
Abstract [sv]

Den rådande problematiken i dagens samhälle är inte bara den starka konsumtionshetsen, utan även den psykiska ohälsan. Dagens unga kvinnor är mer aktiva än någonsin på sociala medier och följer influencers som visar normen för hur man ska se ut och vad som skall konsumerasför att vara rätt enligt samhällets bild. Det är därför av intresse att titta på det möjliga inflytandet influencers har på individens konsumtion och självkänsla. Studien syftar till att undersöka och identifiera sambandet mellan influencers och en negativsjälvbild hos unga kvinnor. Rapporten syftar också till att se om det finns en rådandekorrelation mellan psykisk ohälsa och ökad konsumtion. Studiens metodologi är av kvantitativ form. En enkät med 35 frågor genomfördes varav enbart en fråga var av öppen karaktär. Det var 241 respondenter som svarade på enkäten. Respondenterna var alla kvinnor mellan 20-30 år vilka under studien studerade på universitet eller högskola i Västra Götalands län. Det insamlade empiriska materialet i samband med analysen kunde säkerställa att det råder en korrelation mellan influencers och en negativ självbild hos unga kvinnor. Det finns dessutom ett samband mellan kvinnornas självbild och ökad konsumtion. Anledningen till varför dagensunga kvinnor har en negativ självbild kan bero på den exponering och verklighetsfrånvändabild som syns på sociala medier.

Abstract [en]

The current problem in today’s society is not only the strong consumer unit, but also the mental health issue of young adult women. Today’s young women are more active than ever on social media and follow influencers who are showing the norm for how to look and what to consume to fit in the society. It is therefore interesting to look at the connection between the increase of consumption through a reduced self-esteem. This study aims at investigating and identifying the relationship between influencers and a negative self-image of young women. The report also aims to see if there is a current correlation between the mental health issue and increased consumption. The method used it a quantitative method and the study is written in Swedish. A survey consisting of 35 closed questions and one open question was carried out by 241 respondents. The respondents were all females aged 20-30 who at the time were studying at different universities in Västra Götalands län. The empirical material together with our analysis could confirm that there is a correlation between influencers and a negative self-image in young women. It could also confirm that there is also a connection between the individuals self-image and increased consumption. The reason to why young female consumers today have a negative self-image can be the result of the exposure and false reality that is shown on social media.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Self-esteem, consumption, anxiety, influencers, self image, social media
Keywords [sv]
Självkänsla, konsumtion, ångest, influencers, självbild, sociala medier
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-22092OAI: oai:DiVA.org:hb-22092DiVA, id: diva2:1372299
Available from: 2019-12-06 Created: 2019-11-22 Last updated: 2019-12-06Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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