Marknadsföring via mukbang video : En kvalitativ studie av kvinnors uppfattning på mukbang video

• Main Authors: Andersson, Ylva, Thi Vo, Nina
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2021
• Subjects: Mukbang; Mukbang Influencer; ASMR; eWOM; WOM; Sensory Marketing.; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-101192

Background: After the boom of mukbang videos in South Korea and its popularity spread tothe rest of the world, companies have started to use mukbang influencers tobuild a strong brand identity and to create a topic for debate.Purpose: The purpose of this study is to examine womens’ outlook on mukbang videosand marketing in mukbang videos.Method: The study has a qualitative study method, where an abductive approach hasbeen chosen. Nineteen digital interview have been done to get answers to ourstudy.Conclusion: Together with the study’s empirical data and analysis, this study has been ableto clarify women’s attitude towards mukbang videos and mukbang influencerswith an insight into the differences in the generations. The result of the studyshowed that a majority of the respondents have a positive attitude towardsmukbang but that there were some critical aspects regarding the marketing ofthe products. The respondents answered that the reason for the criticism wasthat paid marketing is not seen as truthful review according to them.