Influencer Advertisement Impacts on Consumer's Preferences - A Finnish Perspective
Kumar, Sunjey (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060320289
https://urn.fi/URN:NBN:fi:amk-2024060320289
Tiivistelmä
The study investigated the impact of influencer advertising on consumer preferences in Finland, focusing on the evolving landscape of digital marketing. The task was to assess how influencers shape consumer behavior and decision-making processes within the Finnish market. The objectives included examining the credibility of influencers, engagement levels, alignment between influencers and consumers, and consumer preferences influenced by targeted marketing strategies.
A qualitative research method was employed, utilizing semi-structured interviews with Finnish consumers to collect comprehensive data. Thematic analysis was conducted to identify key patterns and themes from the interviews.
The results indicated that influencer credibility significantly enhanced brand recognition and trust among Finnish consumers. Detailed and authentic reviews provided by influencers were highly valued, fostering a sense of trustworthiness. High engagement levels, characterized by frequent and meaningful interactions, strengthened the connection between consumers and brands, thereby influencing purchasing decisions. Alignment between influencers and consumers in terms of lifestyle and values was crucial in establishing trust and relatability, making influencer endorsements more impactful. Consumer preferences were notably shaped by targeted marketing strategies such as exclusive deals and personalized content, which increased the perceived value and appeal of promoted brands.
In conclusion, understanding the factors that influence consumer behavior is essential for optimizing influencer marketing strategies. The study provided insights that can help marketers enhance their approaches and achieve higher returns on investment in the Finnish market. The findings emphasized the importance of credibility, engagement, alignment, and targeted marketing in shaping consumer preferences through influencer advertising.
A qualitative research method was employed, utilizing semi-structured interviews with Finnish consumers to collect comprehensive data. Thematic analysis was conducted to identify key patterns and themes from the interviews.
The results indicated that influencer credibility significantly enhanced brand recognition and trust among Finnish consumers. Detailed and authentic reviews provided by influencers were highly valued, fostering a sense of trustworthiness. High engagement levels, characterized by frequent and meaningful interactions, strengthened the connection between consumers and brands, thereby influencing purchasing decisions. Alignment between influencers and consumers in terms of lifestyle and values was crucial in establishing trust and relatability, making influencer endorsements more impactful. Consumer preferences were notably shaped by targeted marketing strategies such as exclusive deals and personalized content, which increased the perceived value and appeal of promoted brands.
In conclusion, understanding the factors that influence consumer behavior is essential for optimizing influencer marketing strategies. The study provided insights that can help marketers enhance their approaches and achieve higher returns on investment in the Finnish market. The findings emphasized the importance of credibility, engagement, alignment, and targeted marketing in shaping consumer preferences through influencer advertising.