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Maybe Influencers Are Not Worth The Hype: An explanatory study on influencers’ characteristics with perceived quality and brand loyalty
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. Influencer marketing is adopted as consumers have found ways to avoid advertisements and choose who they would like to follow on social media. For this study, perceived quality and brand loyalty were found to be relevant brand equity dimensions, when studying influencers’ characteristic.

Purpose: The purpose of this thesis is to explain the relationship of influencers’ characteristics with perceived quality and brand loyalty.

Methodology: This study applied an explanatory purpose with a deductive, quantitative research approach, and cross-sectional research design to test a developed conceptual model based on six hypotheses. The data collection was done through a self-administered questionnaire distributed online, which received 175 valid responses.

Findings: The suggested model was found significant, where influencer’s Authenticity explained 16.5% of Perceived Quality and Trustworthiness 13% of Brand Loyalty. However, Trustworthiness and Relatability relationship with Perceived Quality, and Relatability and Authenticity relationship with Brand Loyalty were rejected.

Conclusion: The thesis provides a model with the accepted hypotheses and an insight on influencers’ characteristics’ relationship with perceived quality and brand loyalty. Finally, there are implications for the research community and managers about how to utilize the findings and the contribution of these.

Place, publisher, year, edition, pages
2018. , p. 77
Keywords [en]
Influencer marketing, influencer, influencers’ characteristics, trustworthiness of an influencer, relatability of an influencer, authenticity of an influencer, brand equity, perceived quality, brand loyalty, social media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75835OAI: oai:DiVA.org:lnu-75835DiVA, id: diva2:1217846
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2018-05-29, Wicksell, Linnaeus University, P G Vejdes väg, 351 95 Växjö, Växjö, 10:00 (English)
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-13 Last updated: 2018-06-15Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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Output format
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