Latvijas dzīvesstila influenceru ietekmes faktori uz auditoriju.
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Maģistra darba “Latvijas dzīvesstila influenceru ietekmes faktori uz auditoriju” mērķis
ir noskaidrot Latvijas dzīvesstila influenceru komunikācijas ietekmi uz auditorijas lēmumiem
par kādas preces vai pakalpojuma pirkšanu, kā arī auditorijas viedokli un attieksmi pret
influenceriem un viņu publicēto saturu.
Darba teorētiskajā daļā sākumā aplūkota kultivācijas teorija un auditorijas uztveres un
uzticamības aspekti, kas attiecas uz vispārīgu uzticēšanos medijos un internetā paustajiem
viedokļiem, kā arī uz sociālo mediju vidi un influenceriem. Vērība pievērsta digitālā
mārketinga un sociālo mediju lomai, īpaši influenceru mārketingam un kā atsevišķam
fenomenam – pašiem influenceriem.
Kvantitatīvās kontentanalīzes un padziļinātās intervijas datu analīze liecina, ka
dzīvesstila influenceru reklāmas satura tēmas pārsvarā veltītas skaistumkopšanai un pārtikai,
kamēr ikdienas ierakstu tēmu saturs (kas nav reklāma) - ģimenei. Komunikācijā būtiski ir tādi
satura un formas elementi kā influenceru atklātība, godīgums un kompetence, satura
nepārsātināšana ar reklāmu, vizuāli pievilcīgi attēli, ir galvenie, kas veicina ietekmējošu
saturu, tādējādi radot uzticību influencerim, kas rezultējas ar viņa reklamējošo preču un
pakalpojuma iegādi. Var secināt, ka auditorija uzticas influenceru reklamētā satura
ieteikumiem, ja uzticības pamatā ir vienotu interešu, vērtību un dzīves uzskatu sakritība.
The aim of the master's thesis “Impact of the Latvian lifestyle influencers to the audience” is to find out the influence of Latvian lifestyle influencers’ communication on the audience's decisions about purchase of goods or service, as well as the audience's opinion and attitude towards influencers and their published content. The theoretical part of the work begins with the theory of cultivation and aspects of audience perception and credibility, which relates to general trust in the media and the Internet, as well as to the social media environment and influencers. Attention was also paid to the role of digital marketing and social media, especially those of influencers marketing and, as a separate phenomenon - influencers themselves. Analysis of quantitative content-analysis and in-depth interview data shows that lifestyle influencers’ advertising content is mostly dedicated to beauty and food while non-advertising content focuses on family matters. Elements of content and form, such as openness, fairness and competence of influencers, non-saturated content with advertising, visually appealing images are essential in communication, thus building trust in influencers, resulted in promotion of the purchase of his advertising goods and services. One can be concluded that the audience trusts the recommendations of the influencer's advertised content, if the trust is based on the coincidence of common interests, values and beliefs of life.
The aim of the master's thesis “Impact of the Latvian lifestyle influencers to the audience” is to find out the influence of Latvian lifestyle influencers’ communication on the audience's decisions about purchase of goods or service, as well as the audience's opinion and attitude towards influencers and their published content. The theoretical part of the work begins with the theory of cultivation and aspects of audience perception and credibility, which relates to general trust in the media and the Internet, as well as to the social media environment and influencers. Attention was also paid to the role of digital marketing and social media, especially those of influencers marketing and, as a separate phenomenon - influencers themselves. Analysis of quantitative content-analysis and in-depth interview data shows that lifestyle influencers’ advertising content is mostly dedicated to beauty and food while non-advertising content focuses on family matters. Elements of content and form, such as openness, fairness and competence of influencers, non-saturated content with advertising, visually appealing images are essential in communication, thus building trust in influencers, resulted in promotion of the purchase of his advertising goods and services. One can be concluded that the audience trusts the recommendations of the influencer's advertised content, if the trust is based on the coincidence of common interests, values and beliefs of life.
Description
Komunikācija un mediju studijas
Communication and Media Studies
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Communication and Media Studies
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Influenceri, ietekme, auditorija, saturs, sociālie mediji, Instagram, Influencers, impact, audience, content, social media, Instagram