Advanced

Influencer marketing’s effect on brand perceptions – A consumer involvement perspective

Ekstam, Victor LU and Bjurling, Livia LU (2018) BUSN39 20181
Department of Business Administration
Abstract
Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.

Methodology:
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.

Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to... (More)
Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.

Methodology:
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.

Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to low-ranking involvement profiles when exposed to influencer marketing. Also, the relationship between brand personality and brand attitude is stronger when exposed to influencer marketing.

Theoretical contributions:
This study has contributed to a deeper understanding of which brand personality traits that are associated with positive brand attitudes in influencer marketing. Furthermore, influencer marketing has proven to be more effective in receiving high brand attitude score than paid social media marketing.

Managerial implications:
Influencer marketing is a better brand building tool than paid social media marketing. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy.

Originality:
This thesis brings originality by presenting an initial attempt to explore how different consumer involvement profiles react to influencer marketing within the clothing industry. It also presents how influencer marketing affects consumers’ perception of brand personality and brand attitude. (Less)
Please use this url to cite or link to this publication:
author
Ekstam, Victor LU and Bjurling, Livia LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Influencer marketing, consumer involvement, brand attitude, brand personality, social media marketing
language
English
id
8949706
date added to LUP
2018-07-11 08:53:08
date last changed
2018-07-11 08:53:08
@misc{8949706,
  abstract     = {Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.

Methodology: 
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.

Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to low-ranking involvement profiles when exposed to influencer marketing. Also, the relationship between brand personality and brand attitude is stronger when exposed to influencer marketing.

Theoretical contributions: 
This study has contributed to a deeper understanding of which brand personality traits that are associated with positive brand attitudes in influencer marketing. Furthermore, influencer marketing has proven to be more effective in receiving high brand attitude score than paid social media marketing.

Managerial implications:
Influencer marketing is a better brand building tool than paid social media marketing. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy.

Originality:
This thesis brings originality by presenting an initial attempt to explore how different consumer involvement profiles react to influencer marketing within the clothing industry. It also presents how influencer marketing affects consumers’ perception of brand personality and brand attitude.},
  author       = {Ekstam, Victor and Bjurling, Livia},
  keyword      = {Influencer marketing,consumer involvement,brand attitude,brand personality,social media marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Influencer marketing’s effect on brand perceptions – A consumer involvement perspective},
  year         = {2018},
}