Evaluating the effects of social media influencers on consumer behavior in Sweden

Abstract

The study investigates the effects of social media influencers on consumer behavior in Sweden. The country is characterized by high internet usage and extensive social media engagement which makes it appropriate for this research. A qualitative study was used to examine how influencers impact consumer decision-making, product discovery, and brand loyalty. Influencers would also put more emphasis on authenticity, trust, and demographic factors. The research applies established theories which include the Theory of Reasoned Action and Social Cognitive Theory. These theories explore the dynamics of influencer-consumer relationships and their effects on purchasing intentions. Key findings reveal that Swedish consumers prioritize authenticity and ethical values in influencer endorsements. Consumers usually favor influencers who are perceived as genuine and responsive to advocating for sustainability. Demographic differences influence consumer receptivity to influencer content, with younger consumers showing more engagement compared to older consumers. The research study shows the need for brands to adapt their influencer marketing strategies to align with Sweden’s ethical and sustainable consumer preferences. Some of the study limitations include sample size and geographic focus, suggesting further research across different cultural settings to deepen understanding of influencers' global impact. The research study provided valuable information for businesses and consumers to effectively capitalize on influencer marketing as a business strategy.