Item
The Role of Influencer Marketing and Paid Promotions on the Buying Behaviour of Consumers Aged 15–35 Years Old
- Type
- Thesis/Dissertation
- Author
-
Piia Virtanen
- Year
- 2025
- Publisher
-
Haaga-Helia University of Applied Sciences
- DOI/Link
- View Source
- Abstract
-
Influencer marketing and paid promotions are increasingly important in companies’ social media marketing strategies, as especially younger consumers rely on social media channels for communication, information, and commerce. This thesis investigates the role of influencer marketing and sponsored content on younger consumers’ buying behaviour. It explores how influencer content and sponsorship disclosures affect consumer trust, perceptions of authenticity, and buying decisions, with a particular focus on the beauty industry. The empirical research is conducted with a quantitative online survey, based on a review of existing literature on the topic. A structured survey was distributed to a sample group of young consumers, gaining a total of 102 valid responses from consumers aged 15–35 from nine different countries. It measures social media platform preferences, perceptions of genuineness in product reviews, influencer characteristics that drive trust, and consumer attitudes toward sponsorship disclosures. Survey data analysis was conducted on Excel, as most survey questions provided measurable results. The few open-ended questions were analysed individually, finding
common themes in the responses. Findings highlight how Instagram and TikTok emerge as the best platforms for reaching younger
consumers, especially Gen Z consumers, and influencing buying decisions. In addition to these platforms, YouTube and Facebook should be utilized in marketing efforts toward Millennial consumers. From different influencer types, micro influencers are viewed as most relatable and authentic due to close ties to community and peer-like perceptions. Additionally, micro influencers gain around 5–25% higher engagement rates on their posts. Consumers’ attitudes towards sponsorship disclosures commonly lean from neutral or negative, as sponsored product reviews are less trustworthy to consumers as non-sponsored reviews. Overall, this study provides insights to influencer marketing, effective sponsored promotions,
and factors that impact younger consumers’ buying decisions. It provides valuable insights for rands and marketers on influencer marketing, for content creators on viewers perceptions, and lays a foundation for academics for possible future research. - Language
- English
- Keywords
- Advertising Literacy, Media Literacy
- Tags
- Critical thinking, Media consumption
- PGDMIL Course
- C02 – Media, Technology and Content
- PGDMIL Block
- C02-B4: Influencer Culture and Persuasive Media
- Has Part
- C02-U14: Influencer Marketing and Sponsored Content
- Corpus Status
- Pending Review
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