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
| dc.contributor.advisor | Lieb, Manfred G | |
| dc.contributor.advisor | Mantel, Peter | |
| dc.contributor.author | Humphries, Georgia Mae | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.contributor.other | Berlin International University of Applied Sciences | |
| dc.date.accessioned | 2019-11-13 | |
| dc.date.accessioned | 2025-11-28T13:26:19Z | |
| dc.date.available | 2025-11-28T13:26:19Z | |
| dc.date.issued | 2019 | |
| dc.description.abstract | "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." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | Abstract -- INTRODUCTION : General introduction -- Need and justification -- Research aim -- Research questions -- BACKGROUND : Wave of digitalization and the formation of online marketing -- Instagram, and how it can be used for brands -- What does it take to be an influencer -- LITERATURE REVIEW : What is influencer marketing? -- Best fit campaigns and choosing the best for a brand -- Why collaborate with influencers on campaigns? -- Four M's of influencer marketing : Make ; Manage ; Monitor ; Measure -- Potential issues : Discovery and selection ; Response rate ; Deciding control ; Fake news ; Fyre Festival : case study -- METHODOLOGY : Research strategy -- Sample considerations -- Limitations and restrictions -- RESULTS : Summary and reflection of interviews -- Quantitative data -- DISCUSSIONS : Implications -- Analysis : PESTEL analysis -- Future : Technological advances ; Influencer groupings ; Increase in regulations -- Recommendations to firms : Constant strategy ; Focus ; Platforms and agencies -- CONCLUSION -- Resources -- APPENDIX : Interview with Influry employee -- Interview with Collabary employee -- Additional diagrams -- Explanation of statistics and KPIs directly taken from Collabary -- Explanation of results from personal Instagram page | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/534 | |
| dc.language.iso | eng | |
| dc.subject | Specific sectors, industries | |
| dc.subject | Social media marketing | |
| dc.subject | Consumer behaviour | |
| dc.subject | Wholesale and retail trade | |
| dc.subject | Influencer marketing | |
| dc.subject | Fashion industry | |
| dc.title | 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 | |
| dc.type | Thesis |
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