Influencer Marketing on Instagram

Abstract

Date Author(s) Iman Veissi Degree programme International Business Report/thesis title Influencer Marketing on Instagram Number of pages and appendix pages 35+1 This thesis is a desktop study done to explore Influencer marketing on Instagram. The idea for this thesis came up when I was trying to think about a new and innovative marketing method. Having friends who are working to become influencers, this topic seemed to form itself. Instagram was chosen as it is one of the most noticeable platforms for influencer marketing. The introduction gives a more detailed view on the background of this thesis and influencer marketing. In the introduction, keywords, the research question and investigative questions are introduced. The theoretical framework introduces the honeycomb framework, 5P’s of marketing mix and influencer marketing. This chapter explains the meaning of these marketing methods. The research methods explain the methods used for this thesis, how the data was collected and the limitations and trustworthiness of the data. A method used for data in this research was secondary data collection, using research with same topic done in the last year or two. The empirical findings explain the data found through research that other companies have done recently, giving the perspective of the marketing specialists and consumers. It is discussed how Instagram marketing is seen by consumers and how many marketers have taken action towards influencer marketing. In the analysis part, the collected data is introduced through theoretical frameworks and it is explained how the data is applied to the theory frames. Analysis explains how influencer marketing could be used in influencer marketing, focusing on Instagram as a platform. Influencer marketing was applied to 5P’s marketing mix from marketer’s perspective. In the last part, discussion, conclusions are presented, how influencer marketing has a mixed perception, but people find it trust worthier than traditional ads. Further recommendations for future research is made such as exploring the legality and how truly effective this marketing method is in bigger scale. Reflection of the writing process has also included in the last part.