Influencer eller insta(nt) dealbreaker? : En kvalitativ studie om hur företag väljer influencers för att stärka sin kundrelation och sitt varumärke
Sammanfattning: Social media channels are today an important marketing platform where companies effectively can reach their target groups online through paid advertisements, sponsored posts and electronic word of mouth. Electronic word of mouth can be used by companies to spread their brand through individuals sharing experiences and information with others within their social network in a process called influencer marketing. The challenge is identifying and selecting influencers who have a significant impact on the brand’s target audience. The purpose of this descriptive essay is therefore to gain a better understanding of how companies choose influencers to strengthen their brand and customer relationship. The theories used to examine the purpose above are the Bandwagon-effect, the Source Credibility-model, Keen’s competence-theory, Competence-based view, Bacharach and Lawler’s power-theory, the Social Media Power-model and the Social Media Influencer Value-model. These theories presented in the theoretical framework is the foundation of the study used to investigate factors that affect companies’ choice of influencers. To verify or falsify these theories a qualitative case study consisting seven interviews with companies using influencer marketing have been executed. This was followed by observations of posts on social media from influencers whom the interviewed companies collaborate with, for the purpose of increasing the validity of the interviews. Based on the results from the collected empirical data an interaction model, including significant factors when choosing an influencer, was formed. The model presents the factors in different levels of significance where the first level includes the most important factors to consider. The results also show a variance of each factor’s significance depending on company circumstances such as industry or target audience. The contribution of the study is, above all, increased opportunities for companies in identifying influential people to benefit from in their influencer marketing. If companies are aware of these significant factors they will have a greater chance of success in choosing the right influencer for strengthening the company brand and customer relationship.
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