4. Resultat och analys
6.4 Förslag till framtida forskning
Denna studien har gett upphov till framtida forskning inom området. Eftersom virtuella influencers är ett nytt fenomen krävs det betydligt mer forskning inom området för att kunna skapa en större förståelse. Följande är författarna till denna studies förslag till framtida forskning:
- Denna studien har endast haft 89 respondenter, vilket ger upphov till att framtida forskningen riktar in sig på fler respondenter. Genom att göra en större studie kan framtida forskningen ge mer kunskap inom området och populationens åsikter. Vilket kan få fram starkare samband.
- Framtida forskningen skulle även kunna inrikta sig på andra målgrupper. Denna studien har lagt fokus på svenska konsumenter, nytänkande personer och yngre personer, genom att studera andra målgrupper kan framtida forskningen skapa en större kunskap inom området.
- Genom att fokusera studien på ett mindre antal nyckelbegrepp kan detta ge ett tydligare resultat. Framtida forskningen skulle kunna enbart fokusera på exempel, trovärdigheten eller engagemang betydelse.
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Förteckning av diagram, figurer och tabeller
Diagram
Diagram 2: Fråga 5 (Google formulär) ………....…… s. 52 Diagram 3: Fråga 6 (Google formulär) ………....………… s. 55 Diagram 4: Fråga 13 (Google formulär) ………..……… s. 53
Figurer
Figur 1: Teoretisk referensram nyckelbegrepp (Egen) ……….……...…… s. 30
Tabeller
Tabell 1: Studiens hypoteser (Egen) ………...…… s. 29 Tabell 2: Potentiellt urval (Egen) ……….………...….... s. 34 Tabell 3: Statistik för studiens litteraturinsamling (Egen) …...………...… s. 35 Tabell 4: Urvalet till pilotundersökningen (Egen) ………....………...…… s. 37 Tabell 5: Operationalisering, Avsnitt 3 (Egen) ………...…..……...…… s. 41 - 42 Tabell 6: Cronbach’s Alfa (Egen) ………..…………..…… s. 43 - 44 Tabell 7: Omkodning (Egen) ……….………...…....…… s. 45 - 46 Tabell 8: Styrkan på samband (Dinglasa, 2020) ……...………..…...…...…… s. 48 Tabell 9: Deskriptiv analys - Avsnitt 1 (Egen) ………..…...….…...……...….… s. 51 - 52 Tabell 10: Deskriptiv analys - Avsnitt 3 (Egen) ………....…...…… s. 54 - 55 Tabell 11: Korrelationsanalys - Pålitlighet #1 (Egen) ……….…..…… s. 57 Tabell 12: Korrelationsanalys - Trovärdighet #1 (Egen) …………...…….……...…… s. 58 Tabell 13: Korrelationsanalys - Relaterbarhet #1 (Egen) ………...….….….… s. 59 Tabell 14: Korrelationsanalys - Öppenhet #1 (Egen) ………..…..……...…… s. 59 - 60 Tabell 15: Korrelationsanalys - Engagemang #1 (Egen) ………...……...…… s. 60 - 61 Tabell 16: Korrelationsanalys - Kontinuitet # 1 (Egen) …………..……...……...….… s. 61 Tabell 17: Korrelationsanalys - Känslomässig koppling #1 (Egen) …....………....… s. 61 - 62 Tabell 18: Korrelationsanalys - Privatliv #1 (Egen) ………...…….…...… s. 62 Tabell 19: Korrelationsanalys - Stark personlighet #1 (Egen) ……….……...…… s. 63 Tabell 20: Korrelationsanalys - Pålitlighet #2 (Egen) ………..…....… s. 64 - 65 Tabell 21: Korrelationsanalys - Trovärdighet #2 (Egen) ………...……...….… s. 65 - 66 Tabell 22: Korrelationsanalys - Relaterbarhet #2 (Egen) ………...….….….. s. 67
Tabell 23: Korrelationsanalys - Öppenhet #2 (Egen) ………..…….…...….… s. 68 - 69 Tabell 24: Korrelationsanalys - Engagemang #2 (Egen) ………....…....….… s. 69 - 70 Tabell 25: Korrelationsanalys - Kontinuitet # 2 (Egen) …………..……...…...….… s. 70 - 71 Tabell 26: Korrelationsanalys - Känslomässig koppling #2 (Egen) ……...………....… s. 72 Tabell 27: Korrelationsanalys - Privatliv #2 (Egen) ………...……...… s. 72 - 73 Tabell 28: Korrelationsanalys - Stark personlighet #2 (Egen) ……….…....……... s. 74 Tabell 29: Hypotes resultat - Summering (Egen) ……….…....…… s. 76 - 77
Diagram
Diagram 1
Andel av internetanvändare från 16 år som använder Instagram minst någon gång (Sociala medier har ökat under pandemin, u.å.)
Bilagor
Bilaga 1: Enkät