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The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

Lampeitl, Andreas LU and Åberg, Paulina LU (2017) BUSN39 20171
Department of Business Administration
Abstract
Purpose
The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content.

Methodology
An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts.

Findings
A significantly larger effect for influencer marketing compared to paid social media advertising was found on five out of eight customer-based brand equity dimensions. Influencer marketing also has a significantly higher effect on customers’ willingness to post brand-promoting user-generated content, compared to paid social media... (More)
Purpose
The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content.

Methodology
An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts.

Findings
A significantly larger effect for influencer marketing compared to paid social media advertising was found on five out of eight customer-based brand equity dimensions. Influencer marketing also has a significantly higher effect on customers’ willingness to post brand-promoting user-generated content, compared to paid social media advertising.

Theoretical Contributions
This study has contributed to the literature by validating influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. As part of this study, scales have been developed for influencer marketing and customers’ willingness to post brand-promoting user-generated content.

Managerial Implications
The findings support managers further use of influencer marketing to strengthen brand associations, perceived quality, leadership and differentiation. Using influencer marketing also increases customers’ willingness to engage in posting brand-promoting content on social media.

Originality/Value
The thesis brings originality in presenting an initial attempt to synthesise a definition for influencer marketing, as well as scale development for both the as fore mentioned but also customers’ willingness to post brand-promoting user-generated content on social media. (Less)
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author
Lampeitl, Andreas LU and Åberg, Paulina LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Influencer Marketing, Paid Social Media Advertising, Brand Equity, Customer-Based Brand Equity, Brand Equity Dimensions, eWOM, Brand-Promoting User-Generated Content, Social Media, Instagram
language
English
id
8921874
date added to LUP
2017-08-01 15:45:54
date last changed
2017-08-01 15:45:54
@misc{8921874,
  abstract     = {Purpose
The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. 

Methodology
An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts.

Findings
A significantly larger effect for influencer marketing compared to paid social media advertising was found on five out of eight customer-based brand equity dimensions. Influencer marketing also has a significantly higher effect on customers’ willingness to post brand-promoting user-generated content, compared to paid social media advertising.

Theoretical Contributions
This study has contributed to the literature by validating influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. As part of this study, scales have been developed for influencer marketing and customers’ willingness to post brand-promoting user-generated content.

Managerial Implications
The findings support managers further use of influencer marketing to strengthen brand associations, perceived quality, leadership and differentiation. Using influencer marketing also increases customers’ willingness to engage in posting brand-promoting content on social media.

Originality/Value
The thesis brings originality in presenting an initial attempt to synthesise a definition for influencer marketing, as well as scale development for both the as fore mentioned but also customers’ willingness to post brand-promoting user-generated content on social media.},
  author       = {Lampeitl, Andreas and Åberg, Paulina},
  keyword      = {Influencer Marketing,Paid Social Media Advertising,Brand Equity,Customer-Based Brand Equity,Brand Equity Dimensions,eWOM,Brand-Promoting User-Generated Content,Social Media,Instagram},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content},
  year         = {2017},
}