The purpose of this study is to investigate influencer marketing through a qualitative study and look at the consequences and risks for brands. The study aims to facilitate companies' work with influencer marketing by investigating and highlighting possible risks in the subject. The study is based on a qualitative research method with a focus on a deductive approach. The empirical material has been collected through semi-structured interviews. A content analysis has subsequently been carried out to analyze the material and answer the research questions. The study's conclusion has identified three potential risk factors that could weaken a company's brand. The three risk factors are word-of-mouth, negative associations and entering collaborations with influencers that are not in line with the company's values. The study has distinguished two risk management strategies, the first of which is a comprehensive background examination of the influencer and the second is to be able to terminate a collaboration if the influencer's values are not in line with the company.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-56910 |
| Date | January 2022 |
| Creators | Jonsson, Stina, Renholm, Olivia |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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