Värdet av en microinfluencer - En kvantitativ studie om reklameffektivitet till följd av antal följare och kongruens

Sammanfattning: In the context of social media marketing, this thesis empirically investigate how influencers' follower count and congruence with advertised brand effect advertising effectiveness. An experimental study was conducted with the purpose of examine whether these effects have an impact on the outcome of advertising and to elucidate which effect to prioritise in the configuration process of influencer marketing advertisements. This investigation was inspired by the new phenomenon of micro influencers that has arisen as a response to the inflation of large follower counts, indicating that there might be other factors affecting the outcome of influencer marketing advertisements. The findings of this thesis shows that an increased follower count has a negative effect on advertising effectiveness whilst congruence between influencer and advertised brand shows a positive effect. Additionally, the conducted study shows that the effect of congruence in the advertisement has greater impact on advertising effectiveness than the negative effect of increased amount of followers.