Browsing by Subject "Influencer marketing"
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Item Restricted A cross-cultural comparison of influencer marketing campaign strategy on Instagram between German and Indonesian influencer(2020) Gunawan, Gloria Stephanie; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration"Influencer marketing is a highly relevant topic in digital marketing worldwide. It has proven to efficiently gain awareness and drive sales, especially on social media like Instagram. This study explores the influencer marketing campaign strategy on Instagram, looking at influencer's side in two different countries: Germany and Indonesia. Starting with the introduction of influencer marketing, influencer's characteristics, and Instagram as the sole platform analyzed in this study; this paper compares the influencer marketing development and national cultures of the two countries. The national culture comparison in this paper is based upon Hofstede's six dimensions, which will be reflected later in a marketing context. Methodological approaches to answer the research questions are elaborated afterward. The implication of the results is later discussed along with the recommendation for future studies surrounding this topic. The conclusion is drawn to point out the differences and similarities between German and Indonesian influencers in their strategies to promote campaigns on Instagram."Item Restricted An analysis of influencers in the fashion industry in times of the corona pandemic(2020) Sivrikaya, Elif; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments."Item Restricted Under the influence of #sponsored : the development of advertising to influencer marketing in regard to how this particular method is engaging targeted audiences in today's digital world(2019) Humphries, Georgia Mae; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper highlights the necessity for fashion and lifestyle brands to adopt the modern digital world of marketing, including one of the forefront methods, influencer marketing. Beginning with an overview of the development advertising has seen to reach the point where influencer marketing has become one of the most effective ways to promote products and services to a targeted audience, the paper illustrates why brands should be engaging and investing in campaigns. The different forms of campaigns are then discussed with insights as to which are most beneficial for various business scenarios, followed by the four 4 M's of influencer marketing, offering a structure for companies to achieve optimum results. Common issues are brought up for which solutions are then provided later in the paper. Methodology subsequently covers strategies surrounding data collection and considerations. The results of the study are observed and reflected upon with critical analysis of the topic in the discussion section, which concludes the paper answering the question as to how this method is beneficial to brands wishing to directly engage their audience."