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How competing brands are being communicated through Influencer Marketing: A qualitative study aimed to explore how consumers evaluate an influencer communicating competing brands
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: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. The strong influential power enables influencers to communicate competing brands within a short period of time.

 

Purpose: The purpose of this study is to explore how consumers are evaluating influencers who communicate competing brands, from the aspects of trust and relationship.

 

Method: This study applied an inductive, qualitative approach with an exploratory and interpretive view of the findings. The research was conducted through semi-structured interviews with 11 participants, on the aspect of how they evaluate a fashion influencer’s communication on the platform Instagram.

 

Conclusion: The findings of this research contributed to the development of a conceptual model, including the aspects of personality & relatedness, trust, as well as influencer-consumer relationship. These aspects are important for the influencer to understand, in order to perform the communication in the most effective way to increase consumer purchasing decisions.

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
Influencer Marketing, Communication, Trust, Influencer-Consumer Relationship, Consumer Purchasing Decisions
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39953ISRN: JU-IHH-FÖA-1-20180732OAI: oai:DiVA.org:hj-39953DiVA, id: diva2:1214730
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-06-07 Last updated: 2018-07-02Bibliographically approved

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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