本研究目的在探討代言人的選用策略、代言人代言數量、產品涉入程度與廣告效果之間的意涵；分析人口統計變數對廣告效果的差異性；檢定產品涉入程度、代言人代言數量多寡之間對廣告效果的關係。根據量化分析及質化訪談的研究分析，對代言人的選用策略提出整合研究建議。 研究方法採取量化的實驗法及質化的深度訪談進行，以實驗法進行的過程，先針對代言人代言數量多寡進行人選的前測，再與涉入程度高低不同程度的商品搭配，設計出一組3*2的實驗組合。透過統計檢定導出結論，再輔以實際廣告業界當中，從廣告主及廣告代理商的深度訪談佐證，最終再提出名人代言的選用策略建議。 根據實驗的結果統計歸納，摘要四點結論如下： 一、名人多品牌大量代言等於高知名度，廣告效果仍佳。 二、代言人代言數量過多導致推荐疲乏雖然存在，但對廣告效果影響有限。 三、在商品涉入程度的關係中，名人代言策略建議用在低涉入產品中，高涉入產品效果較差。 四、代言人的選擇應考慮目標對象的性別及教育程度進行遴選標準。 根據廣告主及廣告公司等業者的訪談，提出八項建議如下： 一、依據代言人性格及品牌關聯，為名人量身打造廣告，破解可能的推薦疲乏。二、經由代言人成為「品牌大使」的角色，發揮品牌精神。 三、為避免折損名人價值，名人應嚴選合作品牌，與品牌適配結合。 四、創造虛擬偶像或素人明星為操作代言人的奇兵策略。 五、整合性名人代言的傳播決策路徑 六、避免喧賓奪主效應，發展名人與品牌之間的雙贏及共生關係。 七、用名人自己平常慣用的語言及消費者認同的語言來溝通。 八、理性與感性建立品牌人格化模式。 / The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson. Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification.

Made available in DSpace on 2016-10-13T14:10:04Z (GMT). No. of bitstreams: 1 Mariana Hammel Brandao.pdf: 4096788 bytes, checksum: c1a710c0656636f319558f66fd21ae06 (MD5) Previous issue date: 2016-03-29 / What is common among individuals is the fact that all are consumers and their consumption decisions affect the economic environment in the local and global level. So to Schiffman and Kanuk (2000), consumer behavior is a bit of much importance for marketing. In a globalized market, it is increasingly important to understand the dimensions that balance consumer preferences between global and local brands (Schuiling & Kapferer, 2004; Ritzer, 2007). Much of the sales of sporting goods has been influenced by the endorsement of celebrities and athletes in the sport, which can impact the consumer's attitude toward advertising, brand and purchase intent (Carlson, Donavan, & CUMISKEY, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considering the celebrity endorsement and brand studies, this work has as main objective to verify the impact of celebrity endorsement with the intention of buying products from global and local brands. The specific objectives are: i) verify that the celebrity endorsement impacts the intention of buying products from global and local brands; ii) identify the type of celebrity (global and local) impacts at different levels, the intention of buying products from global and local brands, considering the involvement with the product; iii) analyze the impact of celebrity endorsement with the intention of buying products from global and local brands, considering ethnocentrism. To answer the proposed problem, an investigation was carried out with the quantitative methodology and designed an experiment that allowed to understand the relationships of cause and effect between the study variables. Experiment participants were 244 Brazilian consumers. Respondents were divided into 6 groups, and 2 were control groups and 4 were experimental groups. Through the experiment, it was observed that the prestige of global brand more influence on purchase intent than the celebrity endorsement. Added to this, there was no statistical evidence that the global celebrity impacts more than the local celebrity. Finally, we discuss the results and offer up possibilities for future studies. / O que é comum entre os indivíduos é o fato de que todos são consumidores e as suas decisões de consumo afetam o ambiente econômico, no âmbito local e global. Sendo assim, para Schiffman e Kanuk (2000), o comportamento do consumidor é um pouco de muita importância para o marketing. Em um mercado mais globalizado, há cada vez mais importância em compreender as dimensões que balançam as preferências dos consumidores entre marcas globais e locais (Schuiling & Kapferer, 2004; Ritzer, 2007). Grande parte das vendas de artigos esportivos tem sido influenciada pelo endosso de celebridades e atletas do esporte, que pode impactar a atitude do consumidor em relação à propaganda, marca e intenção de compra (Carlson, Donavan, & Cumiskey, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). Considerando o endosso de celebridade e os estudos de marca, este trabalho tem como principal objetivo verificar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais. Os objetivos específicos são: i) verificar se o endosso de celebridade impacta a intenção de compra de produtos de marcas globais e locais; ii) identificar se o tipo de celebridade (global e local) impacta, em níveis diferentes, a intenção de compra de produtos de marcas globais e locais, considerando o envolvimento com o produto; iii) analisar o impacto do endosso de celebridade na intenção de compra de produtos de marcas globais e locais, considerando o etnocentrismo. Para responder o problema proposto, foi realizada uma investigação com a metodologia quantitativa e elaborado um experimento, que permitiu entender as relações de causa e efeito entre as variáveis do estudo. Participaram do experimento 244 consumidores brasileiros. Os respondentes foram divididos em 6 grupos, sendo que 2 eram grupos de controle e 4 eram grupos experimentais. Por meio do experimento, observou-se que o prestígio da marca global influência mais na intenção de compra do que o endosso da celebridade. Somado a isso, não houve evidência estatística de que a celebridade global impacta mais do que a celebridade local. Por fim, discutem-se os resultados e oferecem-se possibilidades para futuros estudos.

Made available in DSpace on 2016-07-27T14:20:19Z (GMT). No. of bitstreams: 1 Beatriz Amalia Albarello.pdf: 905075 bytes, checksum: e0e94130b180eceaebf339232c8ad90d (MD5) Previous issue date: 2013-12-09 / Beliefs are general verbal formulations formed through experience and used to reduce complex judgments and evaluations in more simple thinking and rationale. Market beliefs express relations between firms, produtcs, brands and stores attributes, as such the consume relations that market actors maintain with such dimensions. The objective of the present study was detect and systematically describe retail consumer and seller s market beliefs from the female fashion market of Goiânia (GO, Brazil). Additionally, the study aimed interpret the findings using behavior-analytic conceptions and pointing to possible managerial implications of them. One hundred ninety seven (197) individuals, distributed in two non-probabilistic samples (97 consumers and 100 sellers), collaborate as participants. Consumers responded to a specific instrument elaborated to detect market beliefs (DCM-Q1C) and sellers responded to an analogous instrument, elaborated to measure perceptions about such beliefs (DCM Q2G). Data were analyzed in terms of the consumer and seller´s endorsement grade of beliefs, with the principal results showing: 1) endorsement grade variation depending on evaluation being done by consumers or sellers, with a general tendency of sellers present more elevated endorsement grade, 2) very discrete quantity of discrepant cases in the relations characterized by effective endorsement between the endorsement stati by consumers and sellers, and 3) relative small quantity of agreement in the relations characterized by effective endorsement between the endorsement stati by consumers and sellers. From considerations about the representational nature of the instruments used and obtained data, participants responding was interpreted as indicative of the probability of verbal formulations emissions (and not of actions), as phrased in the instruments items, in the consume environments. Recommendations about what sellers must or mustn t emphasize in persuasive talks to convince consumers to buy were done. The use of the behavior-analytic conceptual referential was possible, but only to enable interpretations and suppositions about functional relations, not verifiable, as known, with the method adopted. / Crenças são formulações verbais gerais formadas a partir da experiência e usadas para reduzir julgamentos ou avaliações complexas em pensamentos e raciocínios mais simples. Crenças de mercado expressam relações entre atributos de empresas, produtos, marcas e lojas, assim como das relações de consumo que os atores do mercado mantêm com estas dimensões. O objetivo do presente estudo foi detectar e descrever sistematicamente crenças de mercado de consumidores e vendedores do varejo de produtos de moda feminina da cidade de Goiânia (GO, Brasil). Adicionalmente, o estudo buscou interpretar os achados usando concepções analítico-comportamentais e apontar para as suas possíveis implicações gerenciais. Cento e noventa e sete (197) indivíduos, distribuídos em duas amostras não-probabilísticas (97 consumidores e 100 vendedores), colaboraram como participantes. Os consumidores responderam a instrumento específico para a detecção de crenças de mercado de consumidores (DCM Q1C) e os vendedores responderam a instrumento análogo, elaborado para medir percepções sobre tais crenças (DCM Q2G). Analisados os dados quanto ao grau de endosso das crenças por consumidores e vendedores, os principais resultados encontrados foram: 1) variação no grau de endosso das crenças dependendo e de se a avaliação é feita por consumidores ou por vendedores, com tendência geral dos vendedores a apresentar grau de endosso mais elevado do que o apresentado por consumidores; 2) discretíssima quantidade de casos de discrepância nas relações caracterizadas por endosso efetivo dentre os stati de endosso por consumidores e vendedores, e 3) relativamente pequena quantidade de concordância nas relações caracterizadas por endosso efetivo dentre os stati de endosso por consumidores e vendedores. A partir de considerações sobre a natureza representacional dos instrumentos utilizados e dos dados obtidos, o responder dos participantes foi interpretado como indicativo da probabilidade de emissão das formulações verbais expressas nos itens dos instrumentos (e não de ações), quando consumidores e vendedores entram em interação nos ambientes de consumo. Recomendações sobre o que vendedores devem ou não enfatizar nas suas falas persuasivas para convencer consumidores a comprar foram feitas. O uso do referencial conceitual da análise do comportamento foi possível, mas apenas para viabilizar interpretações e suposições sobre relações funcionais, não verificáveis, como se sabe, com o método adotado.

Syfte: Mänskligheten strävar alltid efter att utvecklas och kreativitet är en central del i processen då världen ständigt blir mer komplex. Forskning inom området kreativitet är således en nödvändighet för ett modernt och framåtsträvande samhälle. Likaså inom marknadsföring ges kreativitet utrymme då marknaden idag är hårt konkurrensutsatt och utsatt för ett överflöd av marknadsföring. Det är därför av stor vikt att differentiera sig från mängden för att bli uppmärksammad och kreativitet är en betydelsefull del i att göra marknadsföring synlig. Syftet med studien är att söka förståelse kring vilka kreativa marknadsföringskomponenter som bidrar till uppmärksamhet samt hur de påverkar graden av uppmärksamhet. Syftet är även att minska det existerande forskningsgapet inom området.Design/metod: En empirisk undersökning av uppmärksammade reklamfilmer har gjorts för att uppnå studiens syfte och inspiration är till stor del hämtad från kulturanalys. Studien innehåller en kvalitativ analys av nio reklamfilmer där fyra marknadsföringskomponenter med koppling till kreativitet har identifierats och analyserats. De komponenter som inkluderats i studien är originalitet, humor, storytelling samt kändiseffekt och tidigare forskning och teorier inom dessa områden har legat till grund för studien.Resultat: Resultatet av studien visar att samtliga marknadsföringskomponenterna återfanns i fem av de nio reklamfilmer som analyserades. Originalitet och storytelling återfanns i de fyra resterande reklamfilmerna. Samtliga av komponenterna konstateras därför bidra till att öka uppmärksamheten kring en reklamfilm dock i olika stor utsträckning. Originalitet och storytelling är tillsynes en nödvändighet medan humor och kändiseffekten är komponenter som kan öka chanserna ytterligare för en reklamfilm att nå stor uppmärksamhet. Studien har även resulterat i slutsatsen att humor i större utsträckning återfinns bland uppmärksammade reklamfilmer. Studien bekräftar även tidigare forskning som visar att oväntade element är den form av humoristisk reklam som till största delen återfinns i dagens reklam.Framtida forskning: För framtida forskning rekommenderas det att studien utökas med analys av fler mediekanaler, observationer under längre tidsperiod samt intervjuer med respondenter som för första gången utsätts för reklamen. Det för att öka överförbarheten samt trovärdigheten och göra studiens resultat mer generellt applicerbart inom marknadsföring. / Program: Civilekonomprogrammet

Title:  The effects of online third-party opinions toward Consumer Purchasing Decision on cosmetics products in Thai market Seminar date: June 4th , 2012 Course: Master thesis in International marketing, 15 credits Purpose: The overall purpose of this research is to explain the understanding of the effects of online third-party opinions toward consumer purchasing decision process on cosmetics products in Thai market. This includes the investigation of effective used of online third-party opinions with regards to source credibility and product involvement, specifically toward cosmetics products. Theoretical framework: The theoretical framework of this research is based on literature concerning online third party opinion, consumer decision journey (CDJ), product involvement and source credibility. Methodology: Both quantitative and qualitative method was applied. And thus a questionnaire with 147 respondents on Thai market and two interviews of expert marketers were conducted. The respondents for questionnaire are Thai women with specific age range and criteria. Conclusion: The online third-party opinion plays the important role in nowadays in the marketing perspective. And it does affect the consumer purchasing decision process both pre-purchase and post-purchase stage. However, it mostly affects in Consider and Evaluation Stage. With regards to the product involvement and source credibility applying to cosmetics products, these two variables affect to the use of online third-party opinion. Online third-party opinion works best with high involvement product. However, low involvement product also be considered as suitable to use with online third-party opinion. For source credibility, both online expert and consumer reviews perform better when using with high involvement product comparing with low involvement one.

The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al., 2017). The purpose of this research is to investigate the interplay of Instagram micro-celebrities with brands of the social media marketing ecosystem with the aim to add to the understanding of the spotted contradiction. The research adopted the case study design. Some preliminary interviews with advertising agencies and brands allowed to construct two independent cases where Instagram influencers were used in campaigns by brands of different scale. Semi-structured interviews with brand owners, marketing specialists of advertising agencies, Instagram influencers, and their followers were used to collect qualitative data. The obtained information was further analyzed through the lens of Bourdieu’s social theory and Lacan’s theory of the four discourses. The research reveals that despite Holt’s conclusive extrapolations, stealth branding techniques are exponentially growing not only in their popularity but also in efficiency. The study also suggests that even though today’s consumers indeed require an appendage to the product being consumed in the form of symbol or particular tacit knowledge (post postmodern consumer culture according to Holt) the dialectical model provided by Holt seems to be hasty enough to build since we manage to distil some current processes characteristic not only for post postmodern and postmodern period but also for modern and pre modern ones.

Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-29T17:25:05Z No. of bitstreams: 1 Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Made available in DSpace on 2014-05-29T17:25:05Z (GMT). No. of bitstreams: 1 Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.

Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.

近年政府推廣政策的過程中不斷借重創新思維，嘗試抓住民眾的注意力，政府必須將人民視為顧客，盡力提供服務使民眾滿意，換言之，企業型政府治理模式必然包含「治理」甚至是「政策推廣」相關概念，在公部門推廣政策的同時，我們時常看到政府向企業學習行銷手法推廣公共政策。本研究嘗試向企業行銷學習，藉由文獻回顧以及檢視公共政策行銷實例，從「移情作用、自我指涉、自我認同」三個面向，探討虛擬代言（avatar endorsement）如何應用在公共服務推廣，及促使民眾了解政府政策並使用公共服務的意願為何。 本研究以高雄都會大眾捷運系統目前執行的虛擬代言為討論主題，研究方法採用準實驗設計，由於過去研究指出高雄捷運旅運目的多半為觀光旅遊，因此受試者招募以年輕族群為調查對象，以了解當前虛擬代言能否提高年輕族群的喜好程度、使用捷運系統意願、購買相關商品意願、以及對捷運品牌的吸引程度，招募受試者後，採用配對分派方法進行實驗，以利進行實驗組與控制組態度變化比較。研究發現不同學歷的受試者對於虛擬代言的想法有顯著差異，而虛擬代言能有效提升外縣市的受試者對於該公共服務的吸引程度，只是對於既有的客群掌握則有待加強。 / In recent years, governments start to emphasize the importance of policy promotion and policy marketing. Under the belief of treating people as customers, the ultimate goal is to draw people’s attention and to increase their satisfaction on public services. Normally, the entrepreneurial-oriented governments would spend more time and efforts on “good governance” and “policy promotion”. As a result, when the governments want to promote certain policies, they often try to learn from the private sector on their marketing strategies. This study aims at applying the policy marketing strategies to promote public policies, particularly the effects of avatar endorsement strategy. Using the case of Kaohsiung metro system, this study focuses on three different aspects, the transference, self-reference, and self-identity, to explore how avatar endorsement worked with regard to public policy promotion, as well as to understand how it performed on increasing people’s willingness to receive more public services. This research adopts a quasi-experimental design to understand how the current avatar endorsement strategy affect younger generations on four different attitudes and behaviors, such as brand attitude, purchase intention, brand association, and attraction to the Kaohsiung metro. Results show that people with different educational levels have significantly different attitudes toward avatar endorsement strategy. In addition, the avatar endorsement strategy may effectively enhance the attractiveness of public transportation service toward the younger generation. Policy and managerial implications for the governments are discussed in the thesis.

Influencer Marketing är relativt nytt och ingen naturlig del av de flesta företags strategier. Däremot ökar det i popularitet. Detta innebär att företag behöver ett hjälpmedel, en slags nybörjarguide, för att förstå grunderna i Influencer Marketing på Instagram. Denna uppsats ämnar att undersöka hur marknadsföringsstrategin kan användas av företag som vill marknadsföra miljövänliga livsmedel på Instagram, till Millennials. Med detta är målet att bidra till forskning och marknadsföring av Influencer Marketing och den hållbara konsumtionen. All teori som använts kan på något sätt kopplas till Influencer Marketing. I teoridelen redogörs det för Stealth Marketing, Product Placement, Celebrity Endorsement, electronic word-of-mouth, Influencer Marketing, visuell kommunikation samt Two-step flow theory. För att få både konsumenternas och influencernas åsikter och attityder har en trianguleringsmetod används. Den kvalitativa datan har utgjorts av intervjuer med influencers, eko-experter och expert på Influencer Marketing. Den kvantitativa datan samlades in med hjälp av en enkät för Millennials som följer influencers på Instagram. Empirin ger bland annat en tydlig bild av vad influencers värdesätter i ett samarbete med ett företag, vad eko-experterna säger om Influencer Marketing av miljövänliga produkter och hur påverkade Millennials anser att de blir av strategin. I analysen sammanfattas intervjuobjektens åsikter och jämförs med Millennials attityder. Detta diskuteras tillsammans med de teorier som tas upp i studien. Ändringar i den tidigare strukturen som presenteras i den teoretiska referensramen diskuteras i samband med Millennials attityd och hur samhället har förändrats. Ett stort fokus ligger på den dolda marknadsföringen, hur den idag är olaglig och ineffektiv på målgruppen. Studiens slutsats är att Influencer Marketing är en effektiv strategi för den utvalda målgruppen, som har en positiv attityd till strategin så länge marknadsföringen är ärlig och transparent. Studien sammanfattas i en ny demonstrerande figur av den teoretiska referensramen, med förslag på hur teorierna borde diskuteras i framtiden. Dold marknadsföring är inte längre relevant att diskutera, då både Millennials och influencers har en negativ attityd till en sådan marknadsföring. Celebrity Endorsement föreslås även ses som en del av Influencer Marketing, istället för enbart föregångaren, då Influencer Marketing idag skapar nya kändisar på en ny sorts plattform. Analysen sammanfattas även i en modell vars syfte är att visa hur företag, influencers och Millennials kommunicerar sinsemellan, följt av rekommendationer till företag eller andra intresserade som enkelt vill ta del av och använda vad studien kommit fram till.