The importance of Influencers and Celebrities in inbound marketing for Finnish fashion brands
Infante, Jenna-Matilda (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052915343
https://urn.fi/URN:NBN:fi:amk-2023052915343
Tiivistelmä
Objectives of this thesis to observe, evaluate, and understand the importance of influencer and celebrities in inbound marketing for Finnish fashion brands. Comparing various sources, real-life situations, studying a survey and an interview to understand the importance of influencers and celebrities in inbound marketing.
This study is divided into three parts of theoretical research, quantitative research, discussion
and conclusion. Theoretical research covers essential information on inbound marketing within
the fashion industry, influencer marketing and consumer psychology. Theoretical research is based on various sources of literature and relevant articles. Theoretical part also includes rele vant real-life situations to support the theoretical research.
To support this study, a survey was made to understand consumer behaviour with influencers on social media. The results and key findings of this survey are displayed and discussed to observe this behaviour. Results of this quantitative research are valuable to this research.
Major findings of this study are discussed to evaluate and analyze the theoretical and quantitative research to understand the importance of influencers and celebrities in inbound marketing for Finnish fashion brands.
This study is divided into three parts of theoretical research, quantitative research, discussion
and conclusion. Theoretical research covers essential information on inbound marketing within
the fashion industry, influencer marketing and consumer psychology. Theoretical research is based on various sources of literature and relevant articles. Theoretical part also includes rele vant real-life situations to support the theoretical research.
To support this study, a survey was made to understand consumer behaviour with influencers on social media. The results and key findings of this survey are displayed and discussed to observe this behaviour. Results of this quantitative research are valuable to this research.
Major findings of this study are discussed to evaluate and analyze the theoretical and quantitative research to understand the importance of influencers and celebrities in inbound marketing for Finnish fashion brands.