Influencermarknadsföring som marknadsföringsstrategi : En kvalitativ studie om varumärkesbygge hos uppstartsbolag

Sammanfattning: As a result of the large number of users on social media, brands need to rethink, adapt and search for new marketing opportunities. One of the fast-growing strategies applied by brands as a result of the shift is influencer marketing. For those brands who want to introduce influencer marketing in their digital strategy, strategic planning is of great importance to reach the right target group. Specifically, the challenges are relevant for start-ups that tend to lack both capital and experience regarding the strategy. Therefore the following study was carried out with the aim of increasing understanding of how strat-ups work with influencer marketing, influencer marketing as a marketing strategy and to highlight the possibilities with the strategy. Based on a qualitative method, semi-structured interviews were conducted where start-ups registered in 2018 or onward acted as informants. It was clarified that a strategic process often fails when a start-up company applies influencer marketing in its digital strategy. Despite this, the informants for the studies state that the strategy went with a successful result and further formed the basis for strong brand building.