Jeg vil være unik, ligesom alle de andre: En analyse af Generation New Millenniums meninger, oplevelser og påvirkning af influencer marketing på sociale medier

Abstract

This paper examines Generation New Millenniums understanding of and attitudes towards Social Media Influencer Marketing. Furthermore, it examines how the marketer can use influencer marketing on social media make itself relevant to Generation New Millennium. Based on this, an explanation of the generation is presented, and the different social media platforms are explained to paint a clear picture of the differences and similarities of the platforms. Additionally, an explanation of the term influencer and influencer marketing is also provided. The analysis is divided into three parts. The first part analyses the internal factors, that affects Generation New Millenniums attitude towards Social Media Influencer Marketing, where the second part analyses the external factors. The third part brings together the two analyzes and examines Generation New Millenniums decision-making process for Social Media Influencer Marketing. The last part is a discussion of different recommendations for the marketer to use for Influencer Marketing when communicating to New Millenniums. The paper is based on qualitative methods such as interviews, which have been conducted in order to make some general conclusions about the attitude of Generation New Millennium towards Social Media Influencer Marketing. The interviews are used throughout the paper and is together with articles, reports, and studies the leading element of the analysis. This paper concludes that New Millenniums have very critical attitudes towards influencer as they find it very untrustworthy. They primarily use social media for identity formation, social relationships and entertainment, and identity formation on social media comes largely from influencers and celebrities that they observe and want to identify themselves with. They are largely inspired to post things on social media that they have seen other posts, including influencers, because they have a desire to appear in a certain way. Social media also takes up a lot of time for this generation, and they use them both to keep in touch with friends and acquaintances and use them to a great extent when they are social together. New Millenniums strive for some resemblance to their group of friends, but it also appears that they do not want to be identical with their friends because they want to be their own unique person. Based on the study four recommendation for the marketer where conducted. The recommendation is to be relevant and create new trends, create content they can activate together, show them what they get and at last contribute to the desire for higher social status