Success Factors of Influencer Marketing in the Beauty Industry
Fricke, Franziska (2018)
Avaa tiedosto
Lataukset:
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904245917
https://urn.fi/URN:NBN:fi:amk-201904245917
Tiivistelmä
This thesis will identify the backgrounds, special characteristics and success factors of Influencer Marketing especially in the beauty industry. The gained results provide a basis for future recommendations for companies. Within the paper the following questions will be answered:
(1) How do we define Influencer Marketing and how does it differ from traditional Online Marketing instruments?
(2) What are the goals of Influencer Marketing and how does it affect corporate processes?
(3) What is the position of Influencer Marketing within the beauty industry? Why is it an appropriate marketing tool?
(4) Which criteria are crucial for the success of an Influencer within the beauty industry?
The first paragraph of this paper is going to outline the principles of Online Marketing in order to point out the complexity of Influencer Marketing and its distinction according other traditional marketing forms. Special focus is put on Social Media Marketing since it encouraged the emerge of Influencer Marketing. When taking a close look at the special characteristics and advantages of Influencer Marketing it will become clearer why it is an appropriate tool for marketing activities within the beauty industry.
The empirical part of this paper which consists of a qualitative study in form of expert interviews is going to identify the effects of Influencer Marketing and thus deduces success factors especially for the beauty industry. Furthermore the methodic and data acquisition of the survey as well as the evaluation of the expert interviews will be analyzed in the fourth chapter- Empirical Investigation. Afterwards the results will be summarized. By including different types of experts such as a beauty Influencer, a Social Media Manager, an agency chief for Blogger relations and a skilled Social Media user, the empirical investigation will provide profound guidance for future marketing and communication activities as well as implications for the research.
(1) How do we define Influencer Marketing and how does it differ from traditional Online Marketing instruments?
(2) What are the goals of Influencer Marketing and how does it affect corporate processes?
(3) What is the position of Influencer Marketing within the beauty industry? Why is it an appropriate marketing tool?
(4) Which criteria are crucial for the success of an Influencer within the beauty industry?
The first paragraph of this paper is going to outline the principles of Online Marketing in order to point out the complexity of Influencer Marketing and its distinction according other traditional marketing forms. Special focus is put on Social Media Marketing since it encouraged the emerge of Influencer Marketing. When taking a close look at the special characteristics and advantages of Influencer Marketing it will become clearer why it is an appropriate tool for marketing activities within the beauty industry.
The empirical part of this paper which consists of a qualitative study in form of expert interviews is going to identify the effects of Influencer Marketing and thus deduces success factors especially for the beauty industry. Furthermore the methodic and data acquisition of the survey as well as the evaluation of the expert interviews will be analyzed in the fourth chapter- Empirical Investigation. Afterwards the results will be summarized. By including different types of experts such as a beauty Influencer, a Social Media Manager, an agency chief for Blogger relations and a skilled Social Media user, the empirical investigation will provide profound guidance for future marketing and communication activities as well as implications for the research.