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1. 1. Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Lisa Stedt; Nathalie Skoglösa; Elina Svelander; [2019]
   Keywords : Influencer marketing; Source credibility; Instagram; Generation Z;

   Abstract : Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. READ MORE