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Influencers impact on decision-making among generation Y and Z Swedish females when purchasing fast fashion

Written by C. Léa, M. Paulina & R. Lisa

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: Influencers 2.2.1 Celebrity endorsements In the marketing field, it is very common to use celebrities to promote products and services because they have a wide network, but also because for a brand, the impact on several generations is very significant. Companies can use celebrities to promote products or services in four different ways. The first way to use a celebrity is as a referrer; if they have used the product, they will share their experience and feedback with their network (Solomon, 2009). The second type is called an endorser. The spokesperson will lend his/her name to the company and therefore accept the association with the brand. The third type is actors. Celebrities will be required to play a role in brand advertising campaigns. Finally, the fourth way is by becoming a spokesperson. When a company chooses a spokesperson, the key is to find a celebrity that complements the company's values ​​and beliefs (ibid.). This is the so-called celebrity endorsement, which has been implemented in society for a long time. However, it has now turned to so-called influencers, mainly due to the rise and use of technology and social media platforms. 2.2.2 Social media influencers An influencer is defined as an individual who has power in the purchasing decision process of its audience (followers). Influencers are not only marketing tools, they are very important for brands to achieve their marketing goals (Dizon, 2015). Four categories have been defined to understand the different types of influencers people face today. The first one is directly related to the aforementioned: celebrities, have the same functions, and they are still very effective in influencing the consumer decisions of a certain brand. The new aspect of it is appearing on social media, not just the brand image. However, with the massive use of social media, celebrity influencers have established their influence at very high prices, and the company is reconsidering its use in marketing activities. The second category that has been identified is industry experts and thought leaders. Their influence on their network comes from their positions (jobs) and qualifications at work or at work; these experts can be journalists, academics, industry experts or professional consultants. The positive aspect is that they are usually free because they have a real interest in the product/service they are about to write (ibid.). The third category is called bloggers and content creators. Bloggers know how to build closeness and trust between themselves and their readers, so they become very influential. 2.3.1 Generation Y Generation Y, also known as millennials, was born between 1981 and 1995. The current generation accounts for nearly 25% of the world's population (Branigan & Mitsis, 2014; Nusair et al 2013). A person born in "Gen Y" is a flexible, service-oriented, highly social, and tech-savvy person (Shamhuyenhanzvae, 2016; Nusair et al., 2013). It is said that this generation can access and process websites and information through the Internet at a faster rate than the previous generation (Kim & Ammeter, 2008). This is probably based on the fact that many people in Generation Y are born Into the more or less technological world (Palmer, 2009). Since this generation is the first to be born in the world of technology, they are also the first to be born in the world of social media. Ease of access and usability on social media has led to the creation of new communication channels, where information is spread much faster than traditional methods. It affects the way this generation uses different platforms to interact, socialize, and build their own social networks (Bolton et al., 2013). In addition, in terms of the emergence of blogs, Weibo, and social networking sites, the use of eWoM has grown with the development of social media (Shamhuyenhanzvae, 2016). With the increasing importance and influence of eWoM, this generation tends to add a lot of value to the opinions of others. Therefore, it is very common for generation Y social media users to post feedback about products and brands (Bolton et al. People, 2013). 2.3.2 After Generation Z, millennials, Internet generations, digital natives (Oblinger & Oblinger, 2005; Prensky, 2001), people born after about 1996 are given many names, but these people are most common The description seems to be "Generation Z" (Bassiouni and Hackley, 2014; Fister-Gale, 2015). A 2017 survey showed that of 10 two-year-old children who use technology and the Internet, 8 use tablets every day. Ninety-eight percent of six-year-olds use technology, and two-thirds of children connect to the Internet every day. In addition, research shows that 98% of 11-year-old children have their own smartphones (, 2018). With this in mind, it is not surprising that Gen Z people are born with the Internet and smartphones in their hands (Bernstein, 2015). This generation has been exposed to technology, the Internet, and social media from an early age (ibid.). It is said that this generation is very self-centered, creative, highly educated, innovative, and proficient in technology and the Internet (ibid.). Just like the people born in the Y generation later. Read Less