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Identifying influencers on Instagram: Important factors to consider when identifying influencers to use for sponsorships and collaborations
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The growth of the Internet and social media has led to companies considering the use of influencers in sponsorships and collaborations on Instagram. The subject has been problematized and the gap found is a need for a framework combining different factors when identifying influencers, which resulted in the following research question; From both a company- and consumer perspective, which factors are important to take into account when identifying an influencer for sponsorships and collaborations on Instagram?

The purpose is first to identify and incorporate important factors discussed in previous research into a proposed framework, which aims to be used when identifying influencers to sponsor on Instagram. Second, after conducting the empirical research, the framework is extended depending on the new collected information. Background theories and concepts that lay the foundation to influencer marketing are presented. Also, previous frameworks regarding identification of influencers are introduced. The theoretical framework chapter is concluded with a proposed framework alongside introducing the factors.

Abductive research strategy is used as well as a method triangulation, using both a qualitative and a quantitative approach. The study is an explorative research due to conducting both a documentary analysis and a questionnaire. The factors studied have shown to be of different importance for companies and consumers.

The findings indicate that there are multiple types of influencers. The Updated influencer identification model consists of seven important factors; ideal, trust, popularity, productivity, managing sponsorships and collaborations, information content and visual aspect.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Identifying influencers, Sponsorships, Collaborations, Instagram, Influencer identification model, Social media, Social media marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-38264OAI: oai:DiVA.org:hh-38264DiVA, id: diva2:1260925
Subject / course
Business
Educational program
Study Programme in Business and Economics, 240 credits
Supervisors
Examiners
Available from: 2018-11-12 Created: 2018-11-05 Last updated: 2018-11-12Bibliographically approved

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Type fulltextMimetype application/pdf

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Business Administration

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf