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Influencer Marketing: Relationen mellan företag och Influencers
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Influencer Marketing : The relationship between companies and Influencers (English)
Abstract [sv]

Idag är sociala medier en stor del i dagens samhälle och det kan ses mer eller mindre som en självklarhet är ständigt vara uppkopplad. Dessa sociala plattformar har öppnat upp för en ny typ av marknadsföring, nämligen Influencer Marketing. Genom denna form av marknadskommunikation ger influencers företagen en möjlighet att genom deras kanaler nå en ny målgrupp. Då vi har studerat tidigare forskning inom ämnet har vi identifierat ett forskningsglapp när det kommer till hur arbetsrelationen, i influencer marketing-samarbeten, ser ut mellan företag och influencers. Denna studie syftar därför till att studera just denna relation utifrån ett marknadsföringsperspektiv för att se till hur dessa två parter tillsammans arbetar för att upprätthålla deras egna och varandras image. För att få ett djup i vår studie samt för att förstå både företagets och influencerns sida har vårt empiriska material samlats in genom kvalitativa semistrukturerade intervjuer. Dessa intervjuer har analyserats tillsammans med tidigare forskning utifrån ett kvalitativt förhållningssätt.

Abstract [en]

Social media is a big part of today’s society and it may seem as a certainty to constantly be available and online. These social platforms have opened the door for a new kind of marketing strategy, the Influencer Marketing. Through this new marketing communication companies are given the possibility to target a new group of customers through the social media channels of the influencer. By studying previous research of the topic we have identified a gap in the research regarding how the business relationship, within Influencer Marketing, between the involved company and influencer work. This paper’s purpose is therefore to study said relationship from the perspectives of marketing to acknowledge how the two parties work together to maintain and uphold the own and each others image. To gain a depth in our paper and to understand the company’s as well as the influencer’s perspective the empirical material has been gathered through several qualitative semistructured interviews. These interviews have been analysed alongside previous research through a qualitative approach.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Influencer Marketing, social media, marketing, trust, image, brand, relevance, business relationships
Keywords [sv]
Influencer Marketing, sociala medier, marknadsföring, trovärdighet, image, varumärke, relevans, arbetsrelation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-14576OAI: oai:DiVA.org:hb-14576DiVA, id: diva2:1230994
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-07-11 Created: 2018-07-05 Last updated: 2018-07-11Bibliographically approved

Open Access in DiVA

VT2018KF05(598 kB)3 downloads
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3f083c46cf4b5ba15dec892e8c611ba948dd16d22c390c95743fefdca5455047f2efda1cf7891c7fd74cdaff3a368b46faed7dcd2dd7d5b5615e88f71041e6e6
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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