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
How do influencer marketers affect brand associations?: a semiotic Instagram study in the sports fashion industry
Kristianstad University, School of Health and Society, Avdelningen för Ekonomi och arbetsliv.
Kristianstad University, School of Health and Society, Avdelningen för Ekonomi och arbetsliv.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Influencer marketing is an important tool to change and reinforce consumers brand associations. Influencers post content that is trying to create intended brand associations. The consumers’ reactions then decide what the realized brand associations are. The purpose of this study is to explore through semiotic and netnographic Instagram analysis how influencer marketing affects brand associations in the sports fashion industry. This research has a qualitative methodology and has used semiotic and netnographic analysis to explore the case of Gymshark. The research consists of 100 analyzed posts from Instagram influencers related to Gymshark. It was found that influencers’ personal brands affect the realized brand associations. Also, gender has an affecting role on both, intended and realized brand associations. 

Place, publisher, year, edition, pages
2018. , p. 87
Keywords [en]
Influencer marketing, word of Mouth, brand associations, signaling theory, tribal marketing, social media, Instagram, sport’s fashion industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18290OAI: oai:DiVA.org:hkr-18290DiVA, id: diva2:1223967
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2018-06-04, 12:18 (English)
Supervisors
Examiners
Available from: 2018-06-29 Created: 2018-06-26 Last updated: 2018-06-29Bibliographically approved

Open Access in DiVA

fulltext(16011 kB)47 downloads
File information
File name FULLTEXT01.pdfFile size 16011 kBChecksum SHA-512
2548308e66fde28e26e95345a486f8872d69027566ff14a0ff3e59653daff1f4d9596f7dc9f8f875a40f03b486162e0045135ab4dcc4bd7256f8fea95a7bcc75
Type fulltextMimetype application/pdf

By organisation
Avdelningen för Ekonomi och arbetsliv
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 47 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

urn-nbn

Altmetric score

urn-nbn
Total: 64 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