The Rise of Influencers : And The Importance of Them in Marketing And PR
Malmén, Wilma Elvira (2019)
Malmén, Wilma Elvira
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052511899
https://urn.fi/URN:NBN:fi:amk-2019052511899
Tiivistelmä
This thesis project was implemented to deepen the author’s understanding of the topic of influencers, with a further aim to facilitate the general public’s understanding of what and who are influencers, what exactly is their role, why are they so widely discussed and why exactly are they so important for the marketing and PR practises nowadays? To reach this objective, this study provides basic and general knowledge of the marketing and PR practises used nowadays, what and who influencers are, as well as information on Social Media, as well as the most widely used platforms and their purpose in the online marketing sphere.
The information gathered to write the thesis was found throughout internet research, and by reading many books and articles dealing with marketing, online marketing, influencers, influencer marketing and Social Media. As the topic is so current, there is plenty of information available for those interested in deepening their knowledge. Thus, the primary purpose of the research was to provide as broad, current and viable information on the topic as possible, for the author to be able to make well-reasoned and substantiated statements and conclusion on why and how the influencers became the royalty of marketing.
The issues discussed in this thesis are mostly observed on a general level, but the conclusion, however, is clear: influencers as a profession are slightly unappreciated and minimized, yet crucially important for the future and progression of the marketing and PR industries.
The information gathered to write the thesis was found throughout internet research, and by reading many books and articles dealing with marketing, online marketing, influencers, influencer marketing and Social Media. As the topic is so current, there is plenty of information available for those interested in deepening their knowledge. Thus, the primary purpose of the research was to provide as broad, current and viable information on the topic as possible, for the author to be able to make well-reasoned and substantiated statements and conclusion on why and how the influencers became the royalty of marketing.
The issues discussed in this thesis are mostly observed on a general level, but the conclusion, however, is clear: influencers as a profession are slightly unappreciated and minimized, yet crucially important for the future and progression of the marketing and PR industries.