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Influencer Marketing: the characteristics and components of fashion influencer marketing
University of Borås, Faculty of Textiles, Engineering and Business.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.

Place, publisher, year, edition, pages
Keyword [en]
Influencer Marketing, Social Media, Blogger, Instagram, Fashion, Brands, Micro-Influencer
National Category
Economics and Business
URN: urn:nbn:se:hb:diva-10721OAI: diva2:972106
Subject / course
Textile management
Available from: 2016-09-28 Created: 2016-09-20 Last updated: 2016-09-28Bibliographically approved

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