Influencer marketing as a marketing tool

Biaudet, S. (2017). The process of creating an Influencer Marketing Campaign on Instagram. Degree Thesis. Yrkeshögskolan Arcada

Biaudet (2017) states that influencer marketing is the most significant new approach to marketing since the level of trust built between aninfluencer and a consumer is much stronger and brands cannot build the same connection alone. Research shows that influencers recommending products are considered more trustworthy by consumers compared to other forms of marketing. Influencer marketing has also proved to be the most cost effective form of online consumer marketing. Consumers are more educated today and most of them do not trust marketing messages. As a result, influencers have become the link to authenticate products by first using them. A message from an influencer is considered more authenticate, credible, and likeable. A study shows that 73% of Finnish Instagram users follow influencers and one thirds of that population which has been exposed to influencer marketing made a purchase (Biaudet, 2017).

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