Understanding the relationship between audience and influencer: A study in the signficance of authenticity: A study on the significance of authenticity
Author
Thomsen, Sanne Diget
Term
4. term
Publication year
2019
Submitted on
2019-05-30
Pages
60
Abstract
Dette speciale undersøger, hvordan forbrugere opfatter sociale medie-influencere, og hvilken betydning autenticitet har for denne opfattelse. Det udforsker relationen mellem publikum og influencere og forklarer, hvad autenticitet betyder i denne sammenhæng. Det teoretiske afsæt bygger på deltagelseskultur online (folk skaber, deler og remixer selv indhold), produsage (brugere der både producerer og bruger medier), udviklingen fra tidlige opinionsledere til nutidens influencere, autenticitet som en social konstruktion, hvordan autenticitet kan forvaltes, samt de gensidige fordele mellem influencere, publikum og brands. Studiet anvender en kvalitativ tilgang: et online spørgeskema, fokusgruppeinterviews og et semistruktureret interview med en dansk influencer. Deltagerne beskrev, hvordan de ser influencere, deres relation til dem, de følger, og hvorfor autenticitet er vigtig. Data blev organiseret med template analysis, en metode der samler tilbagevendende temaer. Resultaterne viser udbredt mistillid, når influencere opleves som uautentiske. Influencere, der opfattes som autentiske, forbindes med højere indholdskvalitet og beskrives som gennemsigtige, realistiske, ærlige, overbevisende, personlige og tillidsvækkende. Specialet konkluderer, at relationen mellem publikum og influencer i høj grad afhænger af oplevet autenticitet. Autenticitet er central for tillid, troværdighed, hvor overbevisende influenceren virker, ærlighed, gennemsigtighed og vurderingen af indholdets kvalitet.
This thesis examines how consumer audiences perceive social media influencers and the role authenticity plays in that perception. It explores the audience-influencer relationship and clarifies what authenticity means in this context. The theoretical lens draws on participatory culture (people actively create, share, and remix content), produsage (users both produce and use media), the evolution from earlier opinion leaders to today’s influencers, authenticity as a social construct, how authenticity can be managed, and the mutual benefits among influencers, audiences, and brands. The study uses a qualitative approach: an online survey, focus group discussions, and a semi-structured interview with a Danish influencer. Participants described how they view influencers, their relationships with those they follow, and why authenticity matters. The data were organized with template analysis, a method that groups recurring themes. Findings show widespread distrust when influencers are seen as inauthentic. Influencers perceived as authentic are associated with higher-quality content and are described as transparent, realistic, honest, believable, personal, and trustworthy. The thesis concludes that the audience-influencer relationship largely depends on perceived authenticity. Authenticity is central to trust, credibility, believability, honesty, transparency, and judgments of content quality.
[This abstract was generated with the help of AI]
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