An Exploratory Investigation of a Communicative Phenomenon: Influecer Marketing Viewed from a Consumer Perspective

Stefanie My Pedersen

Student thesis: Master thesis


This master thesis investigates how youngsters and young adults experience and perceive marketing on the social media Instagram, and what considerations they make when they discover advertising through Instagram.
Purpose – While substantial scholarly attention has been given to how to use Instagram as a marketing strategy for advertising in the context of the greater popularity of Instagram as a media channel for advertising, there is a gap in the literature with regard to how advertising affects youngsters and young adults who regularly use Instagram on daily basis in the context of online social networking sites. This paper aims to seek to explore how advertising affects these people and if the target group prefer advertising from either influencers or companies themselves. This research paper investigates solely Danish consumers.
Design/methodology/approach – In this paper mixed method is used to collect data. An online survey questionnaire and seven semi-structured interviews was conducted within the target group of women and men aged 18to 34 years old.
Findings – The study illustrates that the increase of popularity of Instagram negatively affects the target group when it comes to advertising on Instagram conducted by influencers. Influencers doing advertisement on the platform are perceived as less trustworthy than companies and the respondents find it strange that reality stars are promoting a product for at company, which does not align with the influencer’s personality and the message. The bottom line is that even though the possibility for advertising on Instagram, using an influencer, seems right it does not mean that it is the right thing to do for every company and that is the balance every company needs to take into consideration. As a result of the master thesis suggestions is made to solve the issues surrounding the debate.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2020
Number of pages148
SupervisorsJesper Clement