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[{"key": "dc.contributor.advisor", "value": "Lievonen, Matias", "language": null, "element": "contributor", "schema": "dc", "qualifier": "advisor"}, {"key": "dc.contributor.author", "value": "Anttonen, Eveliina", "language": null, "element": "contributor", "schema": "dc", "qualifier": "author"}, {"key": "dc.date.accessioned", "value": "2025-06-10T07:46:51Z", "language": null, "element": "date", "schema": "dc", "qualifier": "accessioned"}, {"key": "dc.date.available", "value": "2025-06-10T07:46:51Z", "language": null, "element": "date", "schema": "dc", "qualifier": "available"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "schema": "dc", "qualifier": "issued"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103306", "language": null, "element": "identifier", "schema": "dc", "qualifier": "uri"}, {"key": "dc.description.abstract", "value": "Influencer marketing has grown in popularity in recent years. More brands are utilizing influencers to promote products and services. However, influencer marketing has faced growing criticism due to an emerging authenticity crisis. Consumers are becoming more critical and aware of deceptive and overly commercialized influencer marketing content. This thesis addresses this issue by exploring how consumers perceive authenticity in influencer marketing and how violations of authenticity expectations impact consumer behaviour across the customer journey. \n The key concepts covered in the theory section of the study include influ-encer marketing, social media, authenticity, authenticity in influencer market-ing, and consumer behaviour in influencer marketing. This research draws on Expectancy Violations Theory (EVT) and Customer Journey Theory.\n The data for this qualitative research was collected through semi-structured interviews with eight participants, each with experiences where their expectations of influencer marketing authenticity were not met. Thematic analysis of this data revealed that consumers expect authentic influencers to be honest, consistent, and natural in their promotions. When authenticity expecta-tions were violated, the participants expressed having decreased interest, be-coming more skeptical, and disengaging in the pre-purchase stage. In the pur-chase stage, participants avoided purchase or relied on product-driven purchas-ing. In the post-purchase or post-experience stage, participants expressed feel-ing misled, losing trust, and reducing engagement.\n The findings demonstrate that consumers are active evaluators of influ-encer behavior, and violations of authenticity expectations negatively affect consumers\u2019 trust, engagement, and purchase intentions. This research extends the use of EVT to the context of influencer marketing authenticity and provides a consumer-centered perspective on how authenticity influences marketing outcomes. The research offers theoretical and managerial implications for im-proving influencer collaboration strategies and restoring consumer trust fol-lowing failed campaigns.", "language": "en", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-10T07:46:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-10T07:46:51Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.format.extent", "value": "74", "language": null, "element": "format", "schema": "dc", "qualifier": "extent"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "schema": "dc", "qualifier": "mimetype"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "schema": "dc", "qualifier": "iso"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "schema": "dc", "qualifier": null}, {"key": "dc.title", "value": "Violations of consumers\u2019 expectations of influencer marketing authenticity: impact on the customer journey", "language": null, "element": "title", "schema": "dc", "qualifier": null}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "schema": "dc", "qualifier": null}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506105107", "language": null, "element": "identifier", "schema": "dc", "qualifier": "urn"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "schema": "dc", "qualifier": "coar"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "schema": "dc", "qualifier": "copyright"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "schema": "dc", "qualifier": "accesslevel"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "schema": "dc", "qualifier": "publication"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "schema": "dc", "qualifier": "content"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "schema": "dc", "qualifier": "url"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}]
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