Original or Originated? An Analysis of the Emergence of Influencer Marketing
(2022) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20222Department of Business Administration
- Abstract
- Purpose: Explore the evolutionary relationship between celebrity endorsements and the boom of influencer marketing with respect to the consumer demand for authenticity and the repercussions for branding practices moving forward.
Methodology: Research was conducted through a literature review, case studies, and historical review. The findings were then analysed and condensed in to a framework to illustrate the phenomenon.
Findings: Influencer marketing is not a new phenomenon, instead, a result of increased consumer reliance on authentic word-of-mouth advertising through the expansion of relevant social media presence to include average consumers.
Original/Value: Understanding the factors and steps leading to the boom of influencer... (More) - Purpose: Explore the evolutionary relationship between celebrity endorsements and the boom of influencer marketing with respect to the consumer demand for authenticity and the repercussions for branding practices moving forward.
Methodology: Research was conducted through a literature review, case studies, and historical review. The findings were then analysed and condensed in to a framework to illustrate the phenomenon.
Findings: Influencer marketing is not a new phenomenon, instead, a result of increased consumer reliance on authentic word-of-mouth advertising through the expansion of relevant social media presence to include average consumers.
Original/Value: Understanding the factors and steps leading to the boom of influencer marketing is crucial in fully benefiting from this tactic and utilizing celebrity and influencer-based marketing and branding strategies effectively. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102374
- author
- Lybe, Erika LU ; Fajer, Katie LU and Gerth, Amanda LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20222
- year
- 2022
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Influencer, Celebrity, Endorsement, Authenticity, Word-of-mouth
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9102374
- date added to LUP
- 2022-11-08 11:21:43
- date last changed
- 2022-11-08 11:21:43
@misc{9102374,
abstract = {{Purpose: Explore the evolutionary relationship between celebrity endorsements and the boom of influencer marketing with respect to the consumer demand for authenticity and the repercussions for branding practices moving forward.
Methodology: Research was conducted through a literature review, case studies, and historical review. The findings were then analysed and condensed in to a framework to illustrate the phenomenon.
Findings: Influencer marketing is not a new phenomenon, instead, a result of increased consumer reliance on authentic word-of-mouth advertising through the expansion of relevant social media presence to include average consumers.
Original/Value: Understanding the factors and steps leading to the boom of influencer marketing is crucial in fully benefiting from this tactic and utilizing celebrity and influencer-based marketing and branding strategies effectively.}},
author = {{Lybe, Erika and Fajer, Katie and Gerth, Amanda}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Original or Originated? An Analysis of the Emergence of Influencer Marketing}},
year = {{2022}},
}