This report aims to investigate how Public Relation-firms sees the value of influencer marketing and how they measure that value. Influencer marketing is a phenomenon which is on the rise in today's digital marketing society and understanding the value it can add is therefore of great importance. We seek to find those answers in this study by using theories like word of mouth marketing, brand value and viral marketing which can be seen as core aspects of what influencer marketing really is. The study is conducted with a qualitative approach and seven interviews were performed to gather information about the phenomenon. Since there are many definitions and perceptions of value it is difficult to present one clear answer regarding what the value of influencer marketing is and how you should measure it, which applies to everyone within the field of influencer marketing. However, some general trends such as building brand value, reach and liability are some values of influencer marketing which have been identified throughout the conducted study. Depending on what is seen as the value of influencer marketing different measurements are used to try to evaluate the situation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-417887 |
| Date | January 2020 |
| Creators | Brattström, James, van Krieken, Arvid |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| 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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