Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Choosing the right social media influencer.: A quasi-experiment to explore the impact of influencers’ different characteristics.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The use of influencers in social media has become a popular strategy in online marketing. The theoretical field is originally derived from communication and word-of-mouth where certain individuals possess the ability to influence others. With the help of global reach in social media, companies nowadays have the possibility to utilize influencers to communicate brand related content and promotion online.

Purpose: Challenges occur to companies in the selection of the right influencer to achieve desired goals and outcome. The purpose of this study is to identify the effect of social media influencers’ different characteristics and how they are perceived by the receivers.

Theory and methodology: The literature review is based on theory of branding, communication and characteristics of influencers online. The study applies experimental research design with qualitative approach in order to investigate respondents perception of messages shared by influencers on Instagram.

Originality/value: The current study provides a conceptual model that describes the communication process from companies to customers through social media influencers. The focus of the research is the effect of social media influencers’ characteristics on the message perception of the receivers. The study encompasses numerous insights about differences in SMI’s characteristics perception of female and male genders.

Results: Integrity and frequent activity are described as the most appreciated characteristics of influencers. Their ability to send successful posts online is dependent on the receivers’ perception of a person. The findings of this study contribute to theory and are useful for companies which consider usage of social media influencers in their communication and branding strategies. 

Place, publisher, year, edition, pages
2017. , 89 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65092OAI: oai:DiVA.org:lnu-65092DiVA: diva2:1107811
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-11 Last updated: 2017-06-12Bibliographically approved

Open Access in DiVA

fulltext(4690 kB)161 downloads
File information
File name FULLTEXT01.pdfFile size 4690 kBChecksum SHA-512
1405801893f10b42c2ddb03722270f26b38fcda7cdcc9812e939ca0a858076929e5241731c4b604a819a5d9678b7be7bfda9728cdeeaba5ac8349a5d1d9b15c7
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 161 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 336 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf