The benefit of using influencers as a marketing tool for a fashion brand : Case study: FloralPunk
Nguyen, Hien (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112223626
https://urn.fi/URN:NBN:fi:amk-2022112223626
Tiivistelmä
The core aim of the thesis is getting knowledge of how people are influenced by influencers and its im-pact on today’s fashion trends and fashion industry, evaluate the impact and their inspiration on the cus-tomer’s minds and how a fashion brand can use that as a tool for their marketing plan.
The theoretical framework addresses the role of each type of Influencer in corporate communications as well as influencer marketing in general. The thesis described the benefits and limits of Influencer market-ing before moving on to Influencer's effect on consumer behaviour and views. According to the theoret-ical framework, influencer marketing influences consumer behavior and assists customers in making purchasing decisions, as well as making the relationship between fashion brands and customers more intimate by creating new experiences with a friendly appearance in the eyes of customers. Furthermore, it sparks discussion and nearly never makes a fashion company appear terrible.
The framework played a significant role in assisting in conducting qualitative interviews with the com-pany's representative, Ms. Julia. Thanks to the theoretical framework, there was a clear understanding of vision of leaders in using influencer marketing as a marketing strategy instead of in house marketing and from there have a comprehensive answer to the question of whether to use influencer marketing when running a business.
The theoretical framework addresses the role of each type of Influencer in corporate communications as well as influencer marketing in general. The thesis described the benefits and limits of Influencer market-ing before moving on to Influencer's effect on consumer behaviour and views. According to the theoret-ical framework, influencer marketing influences consumer behavior and assists customers in making purchasing decisions, as well as making the relationship between fashion brands and customers more intimate by creating new experiences with a friendly appearance in the eyes of customers. Furthermore, it sparks discussion and nearly never makes a fashion company appear terrible.
The framework played a significant role in assisting in conducting qualitative interviews with the com-pany's representative, Ms. Julia. Thanks to the theoretical framework, there was a clear understanding of vision of leaders in using influencer marketing as a marketing strategy instead of in house marketing and from there have a comprehensive answer to the question of whether to use influencer marketing when running a business.