Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Towards a world of influencers: Exploring the relationship building dimensions of Influencer Marketing
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background

The emergence of the Internet, and in particular social network sites, has led to the appearance of new powerful actors, i.e. Social Media Influencers, with the power to persuade their audience. This introduced a middleman in the company-consumer relationship and a new stakeholder to build relationships with. Small and medium-sized enterprises’ (SMEs) marketing activities differ from traditional practices. SMEs need to be more creative when engaging in Influencer Marketing given their resource constraints. The presence of a relationship can help SMEs to increase and improve their brand image, support the launch of new products and most essentially avoid large investments of Influencer Marketing.

Purpose

The purpose of this study is to explore the methods Swedish SMEs use in their relationship building activities with influencers, as well as the underlying dimensions related to those methods.

Method

An inductive research approach is utilized, with the aim to extend the current knowledge available about relationship building with influencers. The use of a qualitative approach with semi-structured interviews allowed the exploration of how SMEs build relationships with influencers from a management perspective.

Conclusion

This thesis indicates that Swedish SMEs’ relationship building activities are influenced by certain underlying dimensions. These are adherence to brand values, timeline of the collaboration, nature of the product, paid and earned forms of collaborations and the types of relationships SMEs establish: formal and informal. The means used by SMEs when building relationship with influencers were identified as communication, events, feedback and gifts. Further, resource constraints did not appear to influence how SMEs build relationships with influencers but instead the type and number of influencers they work with.

Place, publisher, year, edition, pages
2018. , p. 66
Keywords [en]
Influencer Marketing, Relationship Building, Social Media Influencers, Social Media Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39701ISRN: JU-IHH-FÖA-1-20180574OAI: oai:DiVA.org:hj-39701DiVA, id: diva2:1212420
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-01 Last updated: 2018-06-15Bibliographically approved

Open Access in DiVA

fulltext(394 kB)179 downloads
File information
File name FULLTEXT01.pdfFile size 394 kBChecksum SHA-512
12f05cf7f1945952070eedf646cdb52b6461ef6a2b749167183e43e79fb1b9a0218f476f3baa5f493f691d7799e70829b58176bf0291775da7cb8e351f3cd66d
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 179 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 389 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf