Influencer marketing effects on sales and sales-related actions
Toivanen, Janne (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052514145
https://urn.fi/URN:NBN:fi:amk-2023052514145
Tiivistelmä
This bachelor’s thesis study researched the effects of influencer marketing on sales and sales-related actions in Finland and the aspects that influence the effectiveness of influencer marketing campaigns. The research question was built based on two objectives: What impact does influencer marketing have on possible sales and which social media and influencer details affect consumer’s buying behaviour? This research study focused on Finnish consumers but used data from other countries to compare and conclude the findings, while analyzing how the influencer, the followers and influencer’s posts impacted the effectiveness of influencer marketing. The perspective of B2B and B2C marketing was taken into consideration to obtain most accurate perspective on the topic. The theoretical section of this study was collected from reliable sources such as articles, books, online publications and other studies that were related to social media marketing, influencers, digi-marketing, social media and influencer marketing. Therefore, the aim of this research was to give a broad but current perspective of the topic and the conclusion were drawn by comparing the findings between source.
The key findings indicated that influencer marketing is a viable way for brands to increase sales and to increase engagement, brand awareness and interest around the brand and their social media accounts in Finland. The study concluded that influencer originality, relatability, follower base size and sponsor salience increased the effectiveness, while excessive amount of posts decreased it. Additionally, the study found that Finnish consumers are one of the world’s most active social media users and that businesses have begun to implement more online marketplaces due to a growing online community. Findings also indicate that influencer and platform selection are in key roles regarding the success of influencer marketing campaigns and that consumers are beginning to trust influencers more in their purchase decisions.
These findings have important implications for marketers designing influencer marketing campaigns, as well as to academics and researchers studying this marketing strategy.
The key findings indicated that influencer marketing is a viable way for brands to increase sales and to increase engagement, brand awareness and interest around the brand and their social media accounts in Finland. The study concluded that influencer originality, relatability, follower base size and sponsor salience increased the effectiveness, while excessive amount of posts decreased it. Additionally, the study found that Finnish consumers are one of the world’s most active social media users and that businesses have begun to implement more online marketplaces due to a growing online community. Findings also indicate that influencer and platform selection are in key roles regarding the success of influencer marketing campaigns and that consumers are beginning to trust influencers more in their purchase decisions.
These findings have important implications for marketers designing influencer marketing campaigns, as well as to academics and researchers studying this marketing strategy.