I den nya tiden av digitala relationer har influencer marketing blivit ett attraktivt och kostnadseffektivt verktyg för företag att arbeta med. Influencer marketing innebär för företag ett mer kostnadseffektivt, trovärdigt och genuint sätt att öka sin försäljning eller sprida kunskap om sitt varumärke. Influencers agerande och arbete på sociala medier har ett betydande värde, för både företaget och slutkonsumenten. Detta marknadsföringssätt tas väl emot av kunderna tack vare en hög trovärdighet som genereras då influenser gör ett genuint arbete där de skriver om produkter de verkligen tycker om. Den höga trovärdighet av arbetet ligger dessutom till grund för om varumärket ska stärkas och kunden ska bli så pass påverkad att det leder till ett köp. Syftet med uppsats är att undersöka influencers arbete och värde vid marknadsföring på Instagram för att förstärka ett modeföretags varumärke. För att uppfylla syftet har två forskningsfrågor bearbetas och undersökts med hjälp av kombinerade metoder för att ge möjligheten att jämföra empiriskt material. Intervjuer har genomförts med parter både från ett företags perspektiv och aktuella influencers perspektiv. Studien har även utgått från perspektiv från kunden då en enkätundersökning gjordes. Samtliga perspektiv har analyserats och granskat för att få ett så trovärdigt resultat som möjligt. I studien framkom två starka och viktiga nyckelord för framgång inom arbete med influencer marketing; “trovärdighet och genuinitet”. För ett lyckat arbete mellan influencer, företag och potentiella kunder är det viktigt med ett genuint förhållande mellan samtliga parter. Sammanfattningsvis innebär influencer marketing ett mer kostnadseffektivt, trovärdigt och genuint sätt att öka sin försäljning eller sprida kunskap om sitt varumärke.

Influencer marketing passed through a significant development toward social media in last few years. Influencers, who are in power to influence through their channels, grew into more important part of brand marketing communication. The purpose of this thesis is an analysis of typical signs, tendencies and measurements of campaigns on certain current examples of biggest czech influencers.

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The subject of this graduate thesis is primarily identification of influencers on the social network Facebook, group FM VŠE. Furthermore, the thesis deal with verification of influence power of influencers and comparison with the power of less influential people at the Faculty of Management. Thanks to literature review from international environment is in the thesis described the term influencer and for the purpose of identification of influencers is there also description of the theory of social network analysis. Identification is performed by analysing of the social network Facebook and for verification of powerful of influence is used questionnaire.

This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.

Sammanfattning Titel: Konsten att välja rätt influencer Författare: Elin Thorén och Louise Strandberg Handledare: Navid Ghannad Examinator: Ulf Aagerup Typ av arbete: Examensarbete för kandidat i Internationell Marknadsföring Termin: VT 2020 Antal ord: 19 442Syfte: Syftet med denna uppsatsen är att få en bättre förståelse för hur företag identifierar och väljer influencers för att stärka sitt varumärke. Metod och material: Kvalitativ undersökning med fyra semistrukturerade intervjuer Huvudresultat: Samtliga fallföretag identifierar och väljer influencers med omsorg genom att försöka ta reda på om influencern är en bra match till deras varumärke och dess värderingar för att marknadsföringsmetoden ska ses som trovärdig. Det går även att konstatera att samtliga företag anser att influencer marketing stärker deras varumärke. Centrala begrepp: Influencer, Influencer Marketing, Varumärkesuppbyggande, Följare, Trovärdighet, Kommunikation, Kostnad / Abstract Titel: The importance in finding the right influencer Authors: Elin Thorén and Louise Strandberg Supervisor: Navid Ghannad Examiner: Ulf Aagerup Level: Bachelor thesis for a candidate in International Marketing Term: Spring term 2020 Nmber f words: 19 442 Purpose: The purpose of this essay is to gain a better understanding of how companies identify and select influencers to strengthen their brand. Method and material: Qualitative survey with four semi-structured interviews Main result: All companies identify and select influencers with care by trying to find out if the influencer is a good match to their brand and its values in order for the marketing method to be seen as credible. The study also indicates that all companies believe that influencer marketing strengthens their brand. Key concepts: Influencer, Influencer Marketing, Brand building, Followers, Credibility, Communication, Cost

Research Questions: How does influencer marketing affect online purchase intent?  How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent?   Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship.  Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase intent. Furthermore, the collected data could confirm that trustworthiness has a clear impact on online purchase intent, while expertise and attractiveness showed no significant impact.

Quantitative data analysis revealed that out of the two proposed hypotheses, consumers’ travel preferences have a positive effect on online travel purchases, while Instagram influencers’ travel recommendations did not have a positive effect on consumers’ online travel purchases. Despite that, male respondents experienced travel recommendations to be more influential than their own travel preferences when purchasing travel. However, the results indicate that there is a need for further research.

The aim of this thesis is to investigate whether there is a trust between social media influencers and their followers, and if so, to what extent. The methodological approach consists of an analysis of interview material, expert interviews and selected comment boxes on social media. By conducting qualitative analysis, this thesis examines audience reception to promotional content produced by social media influencers in collaboration with the Swedish interior design brand Royal Design. Based on the theories of parasocial interaction, two-step flow and opinion leadership, and modes of reception, concepts such as audience advertising response, relationship to influencers and the level of trust are investigated and concluded in order to find common patterns around audience reception to influencer marketing. The analysis shows that there is indeed a certain amount of trust towards social media influencers among the sample group especially if they recognise the influencer, however, the trust is not full and unconditional. The audience reception of influencer marketing content both in the interviews and comment boxes was mostly positive, and some respondents seemed to have developed sympathy towards social media personas featured in the advertisements, praising them for being personal and authentic. The results of the study imply that while the credibility and motives of influencer content are questioned by some, it is generally perceived as a more enjoyable alternative to traditional advertising formats.

The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in the interviews were consumers living in Sweden with knowledge of shopping-hauls. Twenty-five consumers participated in the interviews for the thesis, and they are all anonymous. The thesis has followed an inductive research approach to gain deeper understanding of the phenomena of shopping-hauls and receive new insights based on the respondents’ experiences. The literature review in this thesis includes theories about influencer marketing, sensory marketing, and online consumer behavior. Furthermore, the conceptual framework demonstrates the relationship between the mentioned theories. The empirical results of the thesis highlights challenges and opportunities which might occur when consumers make purchases online, as well as provides insights into how shopping-hauls are perceived by consumers. Based on these results, we created a three-step model for developing a strategy where shopping-hauls are used to reduce the consumer’s uncertainty when shopping online. The three steps are: Selection of influencer, identify the consumer, and evaluation.