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Influencer Marketing: A branding possibility or threath?
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis aims to create an understanding for how influencer marketing is used within the fashion industry. The main focus is to investigate the coexistence of a short-sighted, sales driven focus and a long-term, brand building focus among operating actors. The empirical collection was achieved with a qualitative method, through in-depth interviews with nine industry professionals. The respondents have different backgrounds and positions, but with a mutual denominator of operating within the field of influencer marketing. A wide and including perspective is adopted, to gain a comprehensive picture, and respondents represents different agents from the field, including the brand, the influencer, the platform/network agency and the consulting firm. A theoretical framework including Bourdieu’s field, McCracken’s transfer of meaning and complementing brand management theories were used to analyse results from interviews. Findings illustrated how traditional marketing attitudes predominantly influenced how the strategy is used, presenting a paradox between the short-sighted, sales driven perspective and the long-term, brand building perspective - different agents attempts to execute influencer marketing in a sustainable way to reach the consumer, but occasionally fails to communicate a trustworthy and authentic message. Five themes are identified: The struggle of development, Degree of brand control, The authentic influencer, From personal recommendation to calculated business strategy and The commercialisation of branded content, which all contains contrasts that confirmed the paradox. The findings presented can be of relevance for agents who operate within the field of influencer marketing in the fashion industry, with an aim of reaching the consumer and avoiding the commercial aspects connected with traditional advertising. 

Place, publisher, year, edition, pages
2018.
Keywords [en]
Influencers, influencer marketing, branding, brand management, authenticity
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-22100OAI: oai:DiVA.org:hb-22100DiVA, id: diva2:1372531
Available from: 2019-12-11 Created: 2019-11-25 Last updated: 2019-12-11Bibliographically approved

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CiteExportLink to record
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Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • text
  • asciidoc
  • rtf