Influencer marketing as part of digital marketing
Hanhisuanto, Elsi (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202304185488
https://urn.fi/URN:NBN:fi:amk-202304185488
Tiivistelmä
The goal of the thesis was to create recommendations for adapting influencer marketing into the case company’s Rokua Health & Spa Hotel’s digital marketing efforts. The case company offers wellbeing and accommodation services in the area of Rokua and operates in the hotel service industry. Additionally, the case company offers various seasonal activities and wellbeing services in the hotel area and facilities.
The theory section starts with introducing the basic concepts of social media and social media marketing, to introduce the benefits of the marketing method and different forms of content marketing executed in social media marketing. Further in the theory influencer marketing is introduced, by explaining who influencers are and why do their actions matter in marketing. Different influencer categories and most relevant social media platforms for influencers are introduced to bring a further understanding of the concept. Service marketing and its functions are explained as the case company offers products in the service sector.
The empirical section of the thesis uses qualitative research method and a study of already existing material. The research is done by conducting semi-structured interviews by interviewing case company employees to understand the current situation of social media marketing in the company. Study of the existing material uses benchmarking method to further understand the phenomenon of influencer marketing and how it is done by influencers.
Through the data collection and analysis of the research conducted, the author came up with recommendations for the case company on how they could implement influencer marketing in the future as part of their social media marketing efforts.
The theory section starts with introducing the basic concepts of social media and social media marketing, to introduce the benefits of the marketing method and different forms of content marketing executed in social media marketing. Further in the theory influencer marketing is introduced, by explaining who influencers are and why do their actions matter in marketing. Different influencer categories and most relevant social media platforms for influencers are introduced to bring a further understanding of the concept. Service marketing and its functions are explained as the case company offers products in the service sector.
The empirical section of the thesis uses qualitative research method and a study of already existing material. The research is done by conducting semi-structured interviews by interviewing case company employees to understand the current situation of social media marketing in the company. Study of the existing material uses benchmarking method to further understand the phenomenon of influencer marketing and how it is done by influencers.
Through the data collection and analysis of the research conducted, the author came up with recommendations for the case company on how they could implement influencer marketing in the future as part of their social media marketing efforts.