The growth within internationalization has changed the world at a rapid pace, with businesses expanding into foreign markets on a daily basis. Similarly, to the growth within internationalization, social media has changed how marketing activities are conducted throughout the world. Influencer marketing has been one of those drivers of growth, changing the way that brands market themselves on a global basis. Therefore, there is a need to understand the relationship between internationalization and influencer marketing but determining the role that internationalization plays in the way that influencer marketing is used within businesses that plan on expanding to new markets. In relation to how traditional marketing tools are adapted through the use of influencer marketing during the internationalization process. For the data collection two interviews were conducted along with one questionnaire with 109 respondents. The study has followed the same structure as can be seen in the frame of reference, according to two main subjects: Internationalization and E-marketing. The findings gathered through the questionnaires showed that credibility was highly valued in relation to that the use of local influencers was preferred to increase trust and credibility between the brand, influencer and their target audience. Along with credibility being more valued by the respondents than an influencer's network size. The findings from the interviews show that the use of influencer marketing is greatly dependent on the needs and preference of the individual market. While one brand preferred a more united front, yet still adapting to the Chinese market in terms of using local influencers and social media platforms. The other brand favored using local influencers in their different markets in order to best reach their consumers. Influencer marketing was used by the two brands to build brand awareness in new markets, through different influencer networks, yet the size of the network was not important for one of the brands, instead it was the connections within the network that were important.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:ltu-85284 |
| Date | January 2021 |
| Creators | Näsberg, Victoria |
| Publisher | Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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