Influencer marketing in the era of information parity : how can Lubawa’s Riot Club brand use it as a promotion tool in the Russian speaking markets
Markunas, Valeryia (2020)
Markunas, Valeryia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120826835
https://urn.fi/URN:NBN:fi:amk-2020120826835
Tiivistelmä
The digitalization process has influenced all aspects of business conduction including marketing. With the social media rise a number of new opportunities where uncovered for marketers to tailor promotions that will reach the customers online. Instagram influencer marketing being one of the new trends of digital marketing.
The commissioner company Lubawa which specializes in clothing and textile challenged the writer to provide it with the introduction into phenomena of influencer marketing as well as research the opportunities the marketing practice has among users from the Russian speaking markets and suggest a practical way of implementing influencer marketing campaign.
The research has been conducted through investigating the available literature about the issue under study, together with gathering primary data via qualitative and quantitative approaches. The research methods included an online survey which was distributed among current and possible customers of the company, and an interview with the influencer to provide an insight into practicalities of influencer marketing.
The gathered data was analysed using the authors own skills and related theories. The research revealed the potential efficiency and positive attitude from the customers from Russian speaking countries and can be used as a marketing tool by Lubawa. The influencer provided the knowledge about the approach and enabled the author to formulate an influencer marketing strategy. Also, the author has been able to provide the commissioner with the list of recommendations to develop the company’s social media marketing strategy and digital marketing in general.
The commissioner company Lubawa which specializes in clothing and textile challenged the writer to provide it with the introduction into phenomena of influencer marketing as well as research the opportunities the marketing practice has among users from the Russian speaking markets and suggest a practical way of implementing influencer marketing campaign.
The research has been conducted through investigating the available literature about the issue under study, together with gathering primary data via qualitative and quantitative approaches. The research methods included an online survey which was distributed among current and possible customers of the company, and an interview with the influencer to provide an insight into practicalities of influencer marketing.
The gathered data was analysed using the authors own skills and related theories. The research revealed the potential efficiency and positive attitude from the customers from Russian speaking countries and can be used as a marketing tool by Lubawa. The influencer provided the knowledge about the approach and enabled the author to formulate an influencer marketing strategy. Also, the author has been able to provide the commissioner with the list of recommendations to develop the company’s social media marketing strategy and digital marketing in general.