thesis about influencer marketing

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).

The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and ...

Bachelor Thesis in Business Administration, 15 credits | Atlantis Program Spring 2022 | ISRN-nummer: LIU-IEI-FIL-G--22/02644--SE The effect of influencer marketing on the buying behavior of young consumers A study of how the purchase intention of young consumer is affected by brands within the fashion and beauty industries. Noémie Gelati

trustworthy for the consumer, while influencer marketing as a globally rising trend creates trust, since the influencer should represent a reliable, honest and familiar voice (Backaler & Shankman, 2018, 9, 192). Influencer marketing opens new doors for businesses to reach many people of a specific target group (Figure 2), but it can also

The current thesis investigates influencer marketing with a sustainability focus. It seeks to answer whether social media influencers are seen as credible by their followers when promoting sustainable products. Thus, the key topics addressed in the thesis are influencer marketing, source credibility, and sustainability. The

The data insights on influencer marketing provide valuable guidance to the marketers interested in targeting Millennials or Gen Z consumers by focusing on the right influencers based on the attributes presented that will ultimately lead them to make purchase intentions. Date. 2023-05. Resource Type. Masters Thesis. Creator. Ahir, Megha S. Advisor.

influencer marketing, its rise and its effects on consumer behaviour and brand perception. This research was implemented in collaboration with a Greek footwear retail shop, with both ... I would first like to acknowledge my thesis supervisor Dr. C. Berberidis of the School of Technology and Science at International Hellenic University. ...

The thesis is based on theory concerning influencer marketing, consumer behavior, and persuasion knowledge. To examine the effects of influencer marketing, a quantitative research strategy with an experimental research has been used. The experiment conducted involved manipulation of Instagram advertisements, distributed to our own social media ...

Abstract. Study 2 of the thesis investigates the effectiveness of influencer marketing on consumer interest and firm performance along the consumer decision journey. More precisely, Study 2 (i) observes the relative effectiveness of influencer marketing compared to firm-generated as well as consumer-generated messages on social media and ...

The mediating role played by brand admiration and brand attitude between influencer marketing and online purchase intentions are tested. ... Ph.D. thesis, lowa state university. doi:10.31274/etd ...

The Power of Influencer Marketing: The Most Suitable and Valuable Influencer Type for Sports Clothing Brands . ... This Master's Thesis investigates the influence of different influencer types on the consumer attitude, purchase intention and influencer credibility when it comes to sports clothing, and the

Marketing Strategies and Its Effect on Consumer Behavior . The past decade has seen a significant rise in social media, completely revolutionizing the way we communicate, connect, and influence one another (Ki et al., 2020). As of July 2021, the number of worldwide social media users reached 4.48 billion, compared to 0.97 billion in 2010 (Dean ...

Previous work on influencer marketing has focused on understanding SMIs as a new endorser type (Hearn and Schoenhoff Citation 2016; Jin ... This paper is based on essay three of Gross's (Citation 2020) PhD thesis "Thumbs up for brands: Influencer marketing in the era of social media." We refer the reader to Gross (Citation 2020) for more ...

From these concepts, five variables were derived: influencer marketing, brand attitude, brand engagement, self-congruity, and brand loyalty. These variables are chosen due to their affects on each other. Followed by, the thesis unfolds the hypotheses that will be used to answer the research question.

This thesis focused on researching influencer marketing effectiveness for the brand expanding into new markets. The objective was to create a practical framework enabling marketing professionals to execute effective influencer marketing campaigns. Considering the practical outcome of the thesis, the characteristics of influencers and their ...

Vidan and Das (2021) revealed that social media gave birth to influencer marketing, which is 11 times more effective than traditional advertising due to the increased number of internet users.

The survey concluded 125 marketers online from 10-16 March 2015. The poll found out that a majority of 59% of marketers are planning to increase their influencer marketing budgets over the next 12 months, and 21% plan to reduce the spending on influencer marketing or keep it the same (Tomoson, 2016).

The discussed themes were influencer marketing in general and the process of influencer marketing campaigns. ... to show the steps of the campaign process. This completed thesis, along with the theoretical framework, can be used as a practical guide for companies that want to implement influencer marketing into their marketing strategy ...

This thesis aims to answer the question of how influencer marketing impact brand image and brand trustworthiness in the fashion industry. A survey was conducted to test how social media users perceive influencer marketing and how influencer marketing affects a brand's image and brand's trustworthiness.

Industry reports have indicated an increase in the use of influencer agencies. The influencer marketing agency Linqia (2019) reported that 86% of brand marketers used influencer marketing in their ...

influencer marketing from a long-term perspective are missing, apart from Fink et al. (2020), this thesis aims to contribute by adding knowledge to this field (Mediakix, 2021). This thesis will be conducted through a mixed methodology case study, examining the

This thesis is a desktop study to investigate Influencer marketing on Instagram. It opens up about influencer marketing as a popular and ever-increasing marketing tool. Interest in ... This thesis is structured as a conventional thesis, in which the first chapter is the introduction, in which the aim, problem statement, research questions and ...

content. In particular, this work of thesis focuses on paid influencer marketing campaigns done through YouTube, Instagram, podcast, and blogs in the context of the Finnish market. The study follows an empirical and quantitative approach, and the data was collected through two pre-defined online surveys.