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Att förstärka sitt varumärke via influencer marketing: En studie om hur och varför företag använder sig av influencer marketing för att förstärka sitt varumärke
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To strengthen brands through influencer marketing (English)
Abstract [en]

Influencer originally comes from the English word influence which means that you influence someone, for example in different purchases. Influencer marketing has over the years become a popular marketing strategy that companies use to strengthen and spread their brand. A person with a large network creates an influence with their followers and can influence their lifestyle decisions.

The purpose of this study is to find out how and why companies use influencer marketing to strengthen their brand. Furthermore, the authors study how the companies choose the right influencers in order to best strengthen the brand. To answer the question, the authors have made a qualitative study and interviewed three different companies that use influencer marketing: Boostified who is the intermediary between companies and influencers, Oscar Jacobson which is a clothing company and finally iDeal of Sweden who sells trendy phone accessories.

The study shows that companies market themselves through influencer marketing in order to spread brand awareness and to strengthen their brand. For the brand to be strengthened, it is important that influencers can stand behind the brand and genuinely like and feel connected to the product or service.

Place, publisher, year, edition, pages
2019. , p. 38
Keywords [en]
influencer marketing
Keywords [sv]
influencer marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-40566OAI: oai:DiVA.org:hh-40566DiVA, id: diva2:1351381
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-18 Created: 2019-09-15 Last updated: 2019-09-18Bibliographically approved

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fulltext(2072 kB)15 downloads
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CiteExportLink to record
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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