Social Media Influencer Marketing and Consumer Attitudes Toward ProteinEnhanced Foods: A Study Among Young Adults

Sammanfattning

Background: Social media is a ripe ground for active marketing efforts, and that is done by paying influencers to promote certain brands and products. One of these products is proteinenhanced foods, which have gained major popularity in the recent years, especially on social media. Purpose: The purpose of this thesis is to research how social media influencers and promotions influence consumers’ purchasing behaviours of functional foods. Method: This thesis study employed a quantitative approach, surveying people about their attitudes and behaviours, in order to find what the respondents think about social media influencers and functional foods, as well as what their purchasing behaviours are. Conclusion: The results of this thesis indicate that social media influencer promotions positive impact consumers’ attitudes and purchasing behaviours of functional foods.