thesis on influencer marketing

In this regard, the literature does not provide a single framework or strategy for developing influencer marketing strategies, although theories outline some of the underlying assumptions about influencer marketing. This paper will help address these questions with peer-reviewed sources. endobj 506 0 obj <>420 0 R]/P 529 0 R/Pg 524 0 R/S/Link>> <><>403 0 R]/P 522 0 R/Pg 508 0 R/S/Link>> Influencer Marketing and Applicable Theories Essay It seeks to answer whether social media influencers are seen as credible by their followers when promoting sustainable products. 100-119. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. 1 INTRODUCTION Bigger and bigger masses in this day and age are joining the online world to relish in different varieties of social networking. Measuring sales in influencer marketing is a crucial factor in determining the success of a campaign. 1. The relationship between an influencer and their audience is based on trust. This is another reason why advertisers are looking for new ways of engaging with consumers. Hence, the only source of information suggesting that influencer marketing is indeed effective in promoting potential customers into making decisions are various social theories. <> SAM is a common theory in social sciences, explored both empirically and theoretically. endobj Marketing Trends: The Pros and Cons of Influencer Marketing Of Nya Lacekocot and the curse of De-contextualised Influencer Marketing: Reflections and disillusionments on Uganda's Influencer culture. Ms Berlingeri, a social media content creator, spends 15 to 20 hours a week photographing and filming herself and her children, editing the pictures and video, and uploading them to Instagram. Childers, Lemon and Hoy (2019, p. 258) define an influencer as someone who has the potential to create engagement, drive conversation and/or sell products/services with the intended target audience. Alternatively, in their report, the Association of National Advertisers (2018, p. 3) uses the following definition of influencer marketing: marketing that identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population using their own opinions, beliefs, and/or marketing channels. The Association of National Advertisers (2018) also notes that this term can be viewed as the process of brands selecting and working with individuals on social media, the management of such advertisement campaigns, reimbursement for them and other relevant elements. Hence, influencers, which create an image of a regular person rather than a famous and rich celebrity, are relatable and more trustworthy. endobj In terms of managerial education, one implication of this narrative literature review is the urgent need to emphasise the impact that influencer marketing has on brands and on consumers in particular. Coates, A. et al. FTC requires any association between an influencer and a brand to be clearly disclosed in a post. The Consumers consciously mimic the behaviour of influencers, SAM and VCSI result in high visual congruence, Growth of engagement due to the engagement between an influencer and a follower, benefiting the brand, Influencer marketing does not affect purchasing decisions directly, Rational choices of consumers based on their expectations, Relationships with consumers are beyond simple transactions. Managerial implications: Influencer marketing is a better brand building tool than paid social media marketing. A large number of influencers targeting several niche industries risk shrinking the available customer and audience bases and leading to a fall in demand for influencer services, especially among smaller creators. The lack of regulation, compared to traditional advertising, has also been identified as a problem. Full article: A new era of influencer marketing: Lessons from Recent Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. 3 0 obj endobj 5 0 obj 77 0 obj <>>> !," she wroteon the platform recently. In this case, the relationship between influencer marketing and consumer decision-making. However, consumer engagement with posts remains low. Association of National Advertisers (2018) provides the following categorisation of influencers, based on the number of people who follow them: micro, or those with up to 25,000 followers; macro with up to 100,000 followers, mega with up to 500,000 followers and celebrity influencers with more than 500,00 followers. June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. Finally, behavioural control is the perception of factors that can impact a certain behaviour. However, I think that this report will contribute greatly to my future career since influencer marketing will continue to be an essential advertising channel for brands, while traditional advertising will continue losing its relevance. (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. Retrieved from https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. 28 0 obj Simply defined, this concept means that because individuals are exposed to a large number of advertisements on a daily basis, they no longer respond to them, memorise them, or use them as prompts for purchasing decisions. endobj <><>446 0 R]/P 539 0 R/Pg 524 0 R/S/Link>> Typically, they are not as well known as celebrities. "We pay influencers anywhere from a few hundred bucks to a hundred grand for a piece of work," Mr Singh said. Either way, influencers have become an effective tool for promoting a brand. (2016) Social media and credibility indicators: the effect of influence cues, Computers in Human Behavior, 63, pp. Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). Influencer Marketing Resources Become an influencer marketing expert; Our work Case studies and sample collabs As a result, forty articles were found that suited the topic of this research and were published in peer-reviewed journals. The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. For example, if the potential customer perceives that others will approve of his or her actions, they are more inclined to make a purchase and vice versa. According to Berryman and Kavka (2017, p. 307), influencers and their followers develop a special intimate relationship, which some people perceive as friendship or even as having a sister. This idea was developed based on the input from beauty bloggers a popular category of influencers on platforms such as Instagram and YouTube, who think that people viewing their content see these influencers as close friends or family members. Singh, R. P. and Banerjee, N. (2019) Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), pp. Different research provides varied explanations of why influencer marketing has become so popular some argue that influencers are opinion leaders, while others point out the idea that they are tastemakers (Childers, Lemon and Hoy, 2019). 487 0 obj Using AI tools for influencer marketing too often results in locking users, creators and brands up in an algorithm bubble. In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. 558 0 obj Since then, companies have dedicated more attention to the unexplored opportunities for online marketing. Forside - Det Digitale Projektbibliotek, Aalborg Universitet 5575. "TikTok Made Me Try It": Social Media's New Role in Marketing The Association of National Advertisers (2018) cites that the majority of its marketers work with macro or micro-influencers as their main tool for advertisement, with a few citing mega influencers as their main choice for campaigns. 1 0 obj This, in its turn, may lead toward the devaluation of human creativity, artistry, effort and the personal connection and trusting relationships influencers form with their audiences. Influencer marketing became a must and an essential element in advertising. endobj Haenlein and Libai (2017) argue that micro-influencers generate more conversions, and 80% of consumers are willing to follow their recommendations. Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. 553567. Influencer marketing generates more profits when compared traditional advertising (Childers, Lemon and Hoy, 2019). 225-251. 103-124. PDF #Influenced: The Impact of Influencer Marketing on the Travel and Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. IvyPanda. (2020, p. 106443), advertisers use influencers to garner engagement from their target consumers in a new marketing strategy known as Influencer marketing. Despite the increasing popularity of influencer marketing, there are both successful and unsuccessful examples of these types of campaigns. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. Nytetn aineisto, joilla on samankaltaisia nimekkeit, tekijit tai asiasanoja. This process comes with high legal risks, including copyright and IP infringement. Noora Puotiniemi THE ROLE OF INFLUENCER MARKETING AMONG YOUNG FINNISH <> Next, the specifics of what attracts followers and prompts them to follow influencers should be discussed. Hence, it is possible that some bias exists in the way the articles were selected since the author may have subconsciously chosen the articles of interest since the number of sources one can review for this type of paper is limited. endobj I would also like to thank my second advisor, Sorim Chung, for providing her opinion from a marketing perspective The idea for this thesis came up when I was trying to think about a new and innovative marketing method. endobj (2019) Young consumers motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3), pp. Influencer marketing has been used more recently and a single academic definition has been lacking (Johansen & Guldvik, 2017), especially in the Indian context.From a meager 1,000 influencers across India at one point of time, Instagram now has over 6 million influencers on its platform; while around 44 million influencers exist worldwide (Economic Times, 24 May 2018). Influencer Marketing and Applicable Theories Essay Exclusively available on IvyPanda Updated: Jun 8th, 2022 Outline of the Topic Simply defined, influencer marketing means the engagement of people who have gathered a substantial following through their online social media accounts and who are willing to work with brands to promote new products. There are a large number of theories that aim to explain the relationship and communications between influencers and their audience. Djafarova, E. and Trofimenko, O. I realised that I had to take a step back, have a break and return to the project as soon as possible. To come up with a paper of excellent quality, you need to pick a winning topic in marketing, make use of the proper paper format, collect only relevant facts and data, and describe all your findings in an original way. 78 0 obj May 31, 2023, 11:06 AM PDT . <>14]/P 25 0 R/Pg 65 0 R/S/Link>> The examined theories provide a framework for such education since students should understand not only how to interact with influencers but how the followers perceive this relationship. As explained by Ki and Kim (2019), in the context of consumption, this means that an individual changes their purchasing patterns for clothing and other items to the ones of their favourite influencers. Synthesis of influencer marketing theories found in the literature. endobj PDF The phenomenon and rise of Influencer Marketing and how it affects "It's time-consuming and, as fun as it is there are many, many perks at the end of the day it is a job, and this is what we do for a living. The Influencer Industry: Constructing And Commodifying Authenticity On However, evidence from other researchers who use trials and valid studies proves the opposite. Mainly, this report uses quantitative studies, which examine the impact of influencers on advertising efforts because it is a more reliable source of information. "Influencer Marketing and Applicable Theories." Chetioui, Benlafqih and Lebdaoui (2020) define purchasing intention as a likelihood of a consumer buying a specific product. <> <>29]/P 28 0 R/Pg 65 0 R/S/Link>> <>399 0 R]/P 519 0 R/Pg 508 0 R/S/Link>> Now, she has a talent manager and receives a steady stream of products and services to endorse. (2019) Social mediaiInfluencer marketing and childrens food intake: a randomized trial, Pediatrics, 143(4), p. e20182554. Moreover, consumers perceive the messages they receive from trusted sources more positively when compared to advertisements (Childers, Lemon and Hoy, 2019). Notably, Florenthal (2019) argues that customer-brand relationships go beyond a transaction, where the former purchases something from the latter. <> 1 and Hoy, M. G. (2019) #Sponsored #ad: agency perspective on influencer marketing campaigns, Journal of Current Issues & Research in Advertising, 40(3), pp. (PDF) THE IMPACT OF MICRO-INFLUENCER MARKETING ON - ResearchGate Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. (2020, p. 106443) state that influencers are non-celebrity individuals who gain popularity on social media by posting visually attractive content (e.g., photos and videos) and by interacting with other users (i.e., Followers) to create a sense of authenticity and friendship. Influencers are online personalities with profiles on social media who typically do not have any other associated work, unlike celebrities, who can engage in acting, singing or other things. Shahid and Farooqi (2019) used structural equation modelling to examine the brand attachment of consumers, more specifically Indian citizens, who purchase luxury goods. The literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer marketing. MARKETING DS 2016: 2016.7.21 _ ! Coates et al. 3 Submission of Thesis to Norma Smurfit Library, National College of Ireland Student name: Felicia Kalu Student number: X15560587 School: School of Business Course:Marketing The degree to be awarded:MSc.Marketing Title of Thesis: The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial's Perception: A Case Study Of Irish Fashion . According to this theory, if a person trusts in one entity, this perception can be trusted by another one as well. "People would send little outfits for them and I'd dress them and mostly send the content back to them for them to use on their socials," she said. Revolutionizing industries with AI, Rem Darbinyan is CEO of SmartClick and an entrepreneur, AI expert and influencer marketing strategist. Xiao, M., Wang R. and Chan-Olmsted, S. (2018) Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model, Journal of Media Business Studies, 15(3), pp. The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. <>stream <>21]/P 25 0 R/Pg 65 0 R/S/Link>> Notably, this has been the basis of influencer marketing for many years, as prior to these regulations, any influencer could post product recommendations as personal advice without stating that this is an endorsement. Although most researchers agree that, in any case, a good influencer marketing campaign will contribute to a brands image, the exact relation to the purchases remains unknown. The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. De Veirman, M., Cauberghe, V. and Hudders, L. (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), pp. It has been Former digital marketer Carlea Atkins has built her whole business a social media studio called Consume specifically to service influencers. "I was a full-time teacher and junior school coordinating principal and I make a lot more money doing this part time at home with my family than I did in my full-time role," she said. 60 Interesting Marketing Dissertation Topic Ideas <> 2 0 obj PDF Influencer Marketing and Its Impact on Consumer Behavior - Aalto According to Argyris et al. Al-Emadi, F. A. and Yahia, I. Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. The basis of this thesis is a survey and series of interviews on consumer attitudes to influencers and sponsored content on Instagram, conducted on a sample group of undergraduate university students. What is influencer marketing? | McKinsey In terms of academic research, there are many factors in the influencer-follower model that require further clarification. The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework Siti Liu1, * 1Graduate School, Chinese Academy of Social Science, No.

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