Value based influencer marketing
Salo, Veera (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120824407
https://urn.fi/URN:NBN:fi:amk-2021120824407
Tiivistelmä
The objective of this master thesis is to research what are the key factors for value- based influencer marketing. This is done by using a case influencer who is well established and value driven.
In order to understand the key factors I need to research why brands choose to use influencers in their activities and what are the reasons driving their decision making in choosing a specific influencer. The research approach is constructive research and data is collected using interviews and benchmarking.
Findings of the research show that value based influencer marketing requires careful preparation both from the brand and the influencer perspective. Influencer marketing is a mutual growth journey with mutual business goals. Relationship building between the brand and the influencer is essential. Brands should do a proper research for the suitable influencers before the collaboration, however, this is still often overlooked. Influencers should communicate their brand position and values clearly in all their actions to reach brands with similar values. All brands, influencers and activities are unique and therefore universal objectives and measurement cannot be set.
In order to understand the key factors I need to research why brands choose to use influencers in their activities and what are the reasons driving their decision making in choosing a specific influencer. The research approach is constructive research and data is collected using interviews and benchmarking.
Findings of the research show that value based influencer marketing requires careful preparation both from the brand and the influencer perspective. Influencer marketing is a mutual growth journey with mutual business goals. Relationship building between the brand and the influencer is essential. Brands should do a proper research for the suitable influencers before the collaboration, however, this is still often overlooked. Influencers should communicate their brand position and values clearly in all their actions to reach brands with similar values. All brands, influencers and activities are unique and therefore universal objectives and measurement cannot be set.