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Relationer inom digital makrnadsföring: Varför små företag kan ha nytta av micro-influencers
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Relations within digital marketing : Why small busniesses could benefit from micro-influencers (English)
Abstract [sv]

Sammanfattning

Titel: Relationer inom digital marknadsföring - Varför små företag kan ha nytta av micro- influencersFörfattare: Nemo Miklos, Petter Rollof och Gustav SporreHandledare: Carina Lejonkamp

Examinator: Kaisa LundKurs: Kandidatuppsats 15hp. Företagsekonomi III – Marknadsföring. Ekonomprogrammet, inriktning marknadsföring, VT 2018.

Syfte och forskningsfrågor

Vårt syfte är att undersöka hur små företag kan dra nytta av att utveckla relationsmarknadsföring i sin digitala marknadsföringsplan samt klargöra matchningsprocessen inom influencer marketing. Studien tar utgångspunkt i ett företagsperspektiv.

Med syftet som bakgrund har vi formulerat följande forskningsfrågor med fokus på influencer marketing riktat mot små företag.

  1. Vilken betydelse kan användningen av micro-influencers ha inom influencer marketing för små företag?

  2. Hur etablerar små företag relationer genom digital marknadsföring?

3. Vilka svårigheter kan uppstå i företagens utövning av relationsmarknadsföring?

Metod

Studien baseras på en kvalitativ forskning inom influencer marketing. Vår forskning grundar sig i en induktiv ansats med inslag av deduktion. Vår insamlade empiriska data består av tio semistrukturerade intervjuer med personer vilka har starka kopplingar till branschen.

Slutsatser

Resultatet av vår studie fastslår att matchningsprocessen är det centrala vid implementering av influencer marketing. Användningen av micro-influencers har bevisats vara en kostnadseffektiv marknadsföringsstrategi samtidigt ett slagkraftigt verktyg för att etablera relationer. Studien har även påvisat att nyckeln till en framgångsrik digital marknadsföring grundar i en kontinuerlig närvaro på sociala medier.

Nyckelord: Influencer, Micro-influencer, Influencer Marketing, Relationsmarknadsföring, Digital marknadsföring

Abstract [en]

Abstract

Title: Relations within digital marketing – Why small businesses could benefit from micro- influencersAuthors: Nemo Miklos, Petter Rollof and Gustav SporreTutor: Carina Lejonkamp

Examiner: Kaisa LundSubject: Bachelor thesis 15 credits. Business Administration III – Marketing. Business Administration and Economics Programme, specialization in Marketing

Purpose and research question

Our purpose is to research how small businesses can benefit from develop relationship marketing in their digital marketing plan as well as clarify the matching process within influencer marketing. The study’s starting point is from an enterprise perspective.

With the purpose as background, we’ve formulated the following research questions, focusing on influencer marketing aimed at small business.

  1. Which effect could the use of micro-influencers have on small businesses within influencer marketing?

  2. How do small businesses establish relations through digital marketing?

  3. What difficulties can arise when enterprises practice relationship marketing?

Method

The study is based on qualitative research of influencer marketing. Our research utilises an inductive approach whilst incorporating some deductive aspects. Our empirical data consists of 10 semi structured interviews with individuals whom have a strong connection to the influencer marketing industry.

Conclusions

The result of our study states that the matching process is of the highest importance when implementing influencer marketing. The use of micro-influencers has been proved to be a cost- effective marketing strategy whilst being a great tool for establishing relationships. The study has also demonstrated that the key to successful digital marketing is to be continuously present in social media.

Keywords: Influencer, Micro-Influencer, Influencer Marketing, Relationship Marketing, Digital Marketing

Place, publisher, year, edition, pages
2018. , p. 71
Keywords [sv]
Influencer, Micro-influencer, Influencer Marketing, Relationsmarknadsföring, Digital marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76718OAI: oai:DiVA.org:lnu-76718DiVA, id: diva2:1231632
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Presentation
2018-05-30, Gröndalsvägen 19, Kalmar, 13:00 (Swedish)
Supervisors
Examiners
Available from: 2018-08-08 Created: 2018-07-09 Last updated: 2018-08-08Bibliographically approved

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