Instagram influencers impact on Gen Y purchase intention in Denmark: Instagram influencers impact on Gen Y purchase intention in Denmark
Translated title
: Instagram influencers kan influere Gen Y's købsintention i Danmark
Author
Guld, Frederikke Wierenfeldt
Term
4. Semester
Publication year
2023
Submitted on
2023-06-01
Pages
58
Abstract
Denne afhandling undersøger, hvordan Instagram-influencere påvirker købsintentionen hos Generation Y i Danmark. Med udgangspunkt i source credibility-teorien (troværdighed, ekspertise og attraktivitet) samt begreberne homofili og parasocial interaktion udvikles hypoteser fra eksisterende litteratur. Studiet anvender primære data indsamlet via et online spørgeskema blandt 241 respondenter i alderen 25–42 år, og data analyseres ved hjælp af PLS-SEM i SmartPLS 4.0. Resultaterne viser, at alle opstillede hypoteser bekræftes: influenters troværdighed, homofili og parasociale relationer har en målbar indvirkning på Gen Y’s købsintention. Deskriptive fund indikerer, at Instagram er det foretrukne medie til at følge influencere, at Gen Y bruger platformen flere gange dagligt og følger mange influencere, samt at størstedelen af deltagerne er i beskæftigelse, hvilket peger på betydelig købekraft i dele af gruppen. Samlet bidrager studiet med en nuanceret forståelse af influenceres rolle i danske millennials’ købsbeslutninger.
This thesis examines how Instagram influencers affect purchase intention among Generation Y in Denmark. Building on source credibility (trustworthiness, expertise, attractiveness) and the concepts of homophily and parasocial interaction, hypotheses are derived from prior literature. The study uses primary data from an online survey of 241 respondents aged 25–42, analyzed with PLS-SEM in SmartPLS 4.0. Findings indicate that all hypotheses are supported: influencer credibility, homophily, and parasocial interaction have a measurable impact on Gen Y’s purchase intention. Descriptive results show that Instagram is the preferred platform for following influencers, that Gen Y uses the platform multiple times daily and follows many influencers, and that most respondents are employed, suggesting substantial purchasing power within parts of the cohort. Overall, the study adds a nuanced understanding of influencers’ role in Danish millennials’ purchase decisions.
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