Creator or billboard? An interview study based on influencers’ participation and impact in a clothing company’s campaign. The purpose of this study is to examine six influencers’ experiences of participating in a clothing company's campaign. The aim is to acquire a deeper understanding of what impact the influencers have in the campaign. The method used is qualitative interviews with six of fifteen influencers who participated in a clothing company's campaign in October 2017. The influencers were given the ability to freely interpret what the company’s lifestyle meant for them by creating movies, pictures and text. The People’s Choice and two-step flow theory are used to mark the influencers’ impact on their networks, where they are working as opinion leaders. The Theory of Practice gives an understanding for how the influencers are positioning themselves with the company and also contributes with the concept of “social capital”. Trust in today's society shows a world which is changing quickly and the importance for companies to create relationships. Impression management helps with an understanding about the creation of oneself, and branding, identity, image and reputation gives an understanding about the creation of the company. The results are that they are given the opportunity to interpret and put their own interpretations on the company’s campaign even though there are implicit power structures who control the campaign. The influencers get to create freely - as long as they make a material that corresponds with the company's impression management, branding, identity, image and reputation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-146313 |
| Date | January 2018 |
| Creators | Törnqvist, Alexandra, Horneij, Sofia |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper, Umeå universitet, Institutionen för kultur- och medievetenskaper |
| 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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