Doez size matter? : A qualitative research on micro influencers creation of brand awareness for startups

Sammanfattning: Influencer marketing has in recent years developed as a new concept for both companies and individuals. Social media has presented a new way for companies to market themselves. The emerge has produced influencers and nowadays influencers need to be divided into different levels according to the number of followers. Companies have proven that they easily look blindly at the number of followers, which has meant that the emergence of micro influencers has not received the publicity it deserves. The purpose with this degree project is therefore to investigate micro influencers and see the brand awareness they create. The authors will apply the conducted research on startup companies.  The research was conducted through a qualitative study were semi-structured interviews created the empirical findings chapter. The data were later analyzed and discussed by the authors in the analyze part of the degree project. The analyze was compared with an early conducted literature review to find similarities and differences by the literature review.  The conclusion of this degree project is that micro influencer is a useful marketing method for startups. If micro influencers are used correctly, which means that the company has analyzed its target group, it helps startups to create brand awareness for a favorable price