Modern marknadsföring i en utav Sveriges äldsta branscher : En kvalitativ studie om hur livsmedelsföretag stärker sin varumärkeskännedom med influencer marketing
Sammanfattning: In today's society, influencers have grown and become much more common, thus marketing insocial media has increased drastically. Many companies today have influencer marketing aspart of their marketing strategy. With the help of influencer marketing, companies can increasetheir reach in campaigns and thus increase their brand awareness. The purpose of the study wasto create a deeper understanding of how food companies that work with influencer marketing,select their influencers to collaborate with. The main question was: "How do food companieschoose influencers to work with to strengthen brand awareness among the target group?". Thestudy was based on abductive reasoning with a qualitative method. Empirical data werecollected from interviews with two respondents from the food companies Zeta and Pändy. Thestudy showed that food companies see influencer marketing as an effective way to increasebrand awareness among the target group and that they want to be valued as top-of-mind.Furthermore, the study indicates that food companies value the influence of influencers higherthan the statistics regarding followers.
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