The importance of creating a credible brand in the new digital world of social media influencer marketing
(2019) BUSN39 20191Department of Business Administration
- Abstract
- Title: The importance of creating a credible brand in the new digital world of social media influencer marketing.
Submission date: May 29th, 2019
Course: BUSN39 Degree project in global marketing
Authors: Sandra Juncker & Charlotta Carlquist
Supervisor: Javier Cenamor
Keywords: Social media, Social media influencer marketing, Social media influencer Influencer marketing, Influencers, Brand Credibility
Purpose: The purpose of this study is to investigate and gain an understanding of what marketers are considering in the selection of social media influencers for enhancing the firm’s brand credibility. A framework identifying key components in the considerations that marketers take within this phenomenon has been developed.
... (More) - Title: The importance of creating a credible brand in the new digital world of social media influencer marketing.
Submission date: May 29th, 2019
Course: BUSN39 Degree project in global marketing
Authors: Sandra Juncker & Charlotta Carlquist
Supervisor: Javier Cenamor
Keywords: Social media, Social media influencer marketing, Social media influencer Influencer marketing, Influencers, Brand Credibility
Purpose: The purpose of this study is to investigate and gain an understanding of what marketers are considering in the selection of social media influencers for enhancing the firm’s brand credibility. A framework identifying key components in the considerations that marketers take within this phenomenon has been developed.
Theoretical perspective: As this research puts focus on brand credibility, previous research of relevance revolving around brand management has been reviewed. This additionally includes, brand equity, brand credibility, and brand positioning. Previous research around social media influencer marketing is additionally reviewed. Due to the current limited amount of research around social media influencer marketing, celebrity marketing is also considered due to the nature of this marketing tool being similar to the one of social media influencer marketing.
Methodology: As this research focuses on the marketer’s perspective, a qualitative method has been used due to its’ explorative nature and in order to generate in-depth insights around the phenomenon. This research has taken an inductive approach as theory has been generated from the collected data. Grounded analysis has been used to analyse the collected data with an aim to generate theory from categories that are grounded in the data.
Empirical Material: The empirical material has been gathered through six in-depth interviews with six participants from six different companies. Each interview lasted for one to one and a half hour and was found sufficient as saturation clearly appeared. Two of the participants work with social media influencer marketing on a daily basis at the companies where they are employed. The remaining four participants are from social media influencer marketing agencies and are considered as experts due to their wholistic view and knowledge within the field.
Conclusion: This research has concluded with a developed framework that identifies four key components and considerations in which marketers take into account in the selection of social media influencers with an aim to enhance the firm’s brand credibility. These four components include authenticity, brand fit, long-term relationship, and goals and purpose. While marketers will focus on the social media influencer when considering authenticity, they will mainly focus on the firm when considering goals and purpose. Lastly, brand fit and long-term relationships acts as a common ground as the marketers will consider both the firm and social media influencer within these two components. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8977894
- author
- Carlquist, Charlotta Nell Katarina LU and Juncker, Sandra LU
- supervisor
- organization
- course
- BUSN39 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 8977894
- date added to LUP
- 2019-08-09 09:36:40
- date last changed
- 2019-08-09 09:36:40
@misc{8977894,
abstract = {{Title: The importance of creating a credible brand in the new digital world of social media influencer marketing.
Submission date: May 29th, 2019
Course: BUSN39 Degree project in global marketing
Authors: Sandra Juncker & Charlotta Carlquist
Supervisor: Javier Cenamor
Keywords: Social media, Social media influencer marketing, Social media influencer Influencer marketing, Influencers, Brand Credibility
Purpose: The purpose of this study is to investigate and gain an understanding of what marketers are considering in the selection of social media influencers for enhancing the firm’s brand credibility. A framework identifying key components in the considerations that marketers take within this phenomenon has been developed.
Theoretical perspective: As this research puts focus on brand credibility, previous research of relevance revolving around brand management has been reviewed. This additionally includes, brand equity, brand credibility, and brand positioning. Previous research around social media influencer marketing is additionally reviewed. Due to the current limited amount of research around social media influencer marketing, celebrity marketing is also considered due to the nature of this marketing tool being similar to the one of social media influencer marketing.
Methodology: As this research focuses on the marketer’s perspective, a qualitative method has been used due to its’ explorative nature and in order to generate in-depth insights around the phenomenon. This research has taken an inductive approach as theory has been generated from the collected data. Grounded analysis has been used to analyse the collected data with an aim to generate theory from categories that are grounded in the data.
Empirical Material: The empirical material has been gathered through six in-depth interviews with six participants from six different companies. Each interview lasted for one to one and a half hour and was found sufficient as saturation clearly appeared. Two of the participants work with social media influencer marketing on a daily basis at the companies where they are employed. The remaining four participants are from social media influencer marketing agencies and are considered as experts due to their wholistic view and knowledge within the field.
Conclusion: This research has concluded with a developed framework that identifies four key components and considerations in which marketers take into account in the selection of social media influencers with an aim to enhance the firm’s brand credibility. These four components include authenticity, brand fit, long-term relationship, and goals and purpose. While marketers will focus on the social media influencer when considering authenticity, they will mainly focus on the firm when considering goals and purpose. Lastly, brand fit and long-term relationships acts as a common ground as the marketers will consider both the firm and social media influencer within these two components.}},
author = {{Carlquist, Charlotta Nell Katarina and Juncker, Sandra}},
language = {{eng}},
note = {{Student Paper}},
title = {{The importance of creating a credible brand in the new digital world of social media influencer marketing}},
year = {{2019}},
}