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#Incollaborationwith: The importance of using influencer marketing in order to create brand awareness in international markets for e- commerce companies
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]

The purpose of this thesis is to provide a deeper understanding of the reasons why ecommerce

companies work with influencer marketing in order to create brand awareness

in international markets. In order to conduct this research, relevant aspects of the

phenomenon have been identified and consequently analysed in relation to traditional

marketing strategies and international markets. By following a qualitative research

method, a deeper understanding of the phenomenon and how companies use influencer

marketing vs traditional marketing strategies can thereby be acquired. This was done by

acquiring primary data from four different e-commerce companies that works with

influencer marketing. The companies are all located in Sweden and active in international

markets. The thesis has followed a deductive research approach, due to that the research

area was considered to be rather unexplored, and thus a better pre understanding of the

research area seemed warranted. Furthermore, the literature review that has been done

includes theories related to international marketing, social media, word of mouth, brand

awareness and influencer marketing. The literature review has resulted in a conceptual

framework, which demonstrates the relations between the different theories.

The conceptual framework has thereafter been used in order to analyse the empirical data,

which has been derived from the interviews with representatives from four companies.

The empirical findings are then presented together with analysis and discussion in the

following chapter. Moreover, the empirical findings/analysis chapter visualizes the

similarities and the dissimilarities between the theory and the findings. The analysis

chapter additionally involves a discussion and is structured in accordance with the

conceptual framework and the questions asked. The following and final chapter of the

thesis presents the conclusions that have been derived from the analysis.

The main theoretical implications that this thesis has resulted in, involves filling the

research gap as well as providing a definition of the phenomenon of

influencer marketing

in a context of international business. The main practical implication is that an

understanding of influencer marketing creates word of mouth and brand awareness. This

in a combination with being active on social media can consequently help e-commerce

companies to internationalize into new markets. As this thesis introduces the phenomenon

of influencer marketing in a new context, it provides new information about the topic.

Furthermore, the research can be valuable for e-commerce companies that have entered,

or plan to enter an international market.

The authors furthermore present the theoretical and practical implications and provide

recommendations and suggestions for future research.

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
Internationalization; international marketing; social media; influencer;
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-76857OAI: oai:DiVA.org:lnu-76857DiVA, id: diva2:1232833
Subject / course
Business Administration - Marketing
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2018-07-30 Created: 2018-07-12 Last updated: 2018-07-30Bibliographically approved

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