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Human Branding within Influencer Marketing

Isabella Lowengrip as a human brand

Written by S. Bahaduri, R. Yesilgul

Paper category

Bachelor Thesis

Subject

Business Administration>Marketing & Sales

Year

2019

Abstract

Bachelor Thesis: Influencer marketing innovation and technology have undergone a revolution in the human field. Individuals from all over the world are introduced to the online platform for advertising and marketing management (Alam & Khan 2019). In order to keep the company successful, it is very important to start an online business (Alam & Khan 2019). Due to social network interaction, the marketing scenario has undergone rapid changes. Influencer marketing is not only based on how many followers an individual has on their social media, but it is also more complicated than that. The framework is based on the relationship with the audience, but the principle is that influencers need to have a social network to connect and bring out knowledge (Ong 2018). According to Syrdal et al. (2019) There are two ways for companies to expand their brand. One is through macro influencers with thousands of followers. Micro influencers are called celebrities. Another approach is micro-influencers, who would rather have a niche target audience. It is individuals who create content about their lives, whether it is writing, blogging, or pictures of them using Instagram. Social network is a product of social media, it is a new form of individuals receiving and exchanging information and knowledge (Lou & Yuan 2019). Through emerging innovations and technologies, influencer marketing has evolved from the context of social media. Influencer marketing is a collaboration between an influencer and a brand, which is trusted by potential people who influence others (Syrdal et al., 2019). Lou & Yuan (2019) believes that online celebrity marketing is a marketing module, entities and brands invest in online celebrities, and introduce their brand image through their platforms and targeted at community brands. In addition, influencer marketing involves aligning with the brand, where influencers on social media platforms shape the awareness of their audience and in this way encourage certain types of behavior (Syrdal et al., 2019). 2.3. Brand awareness Social media is a platform for entities to share and promote activities to make the audience understand the brand (Tritama & Tarigan 2016). Brand awareness is a form of strategic investment that can build awareness within the brand line and create recalls. Tarigan & Tritama (2016) mentioned that it is very important for brands to introduce emotions. Consumers can trust and trust instead of just treating them as just sales. Yigit & Tigli (2018) mentioned that consumers buy products or services that they know well. Brand awareness is described as a spiritual force of existence, which measures the length of the brand line that consumers can recall. Although there are various brands on the market (Poulis et al. 2019) 2.4. Human brands Brands are usually associated with terms, designs, symbols, etc. that identify their market value (Saboo et al., 2016). In the past, the traditional way of using the term “brand” was associated with companies, services, and products, but now, through marketing communications efforts, humans are also classified as brands (Chang et al., 2013). Ahumanbrand refers to "any well-known person who is the subject of good marketing communications" (Thomson 2006, p. 104). According to Speed, Butler, and Collins (2015), human branding is still one of the latest topics in marketing and brand research, in which the theory is “new and relatively rare” (Thomson 2006, p. 137). Although it has played a huge role in recent marketing efforts, there is very little research on human brands. Other research conducted within the concept of human branding has been applied to various backgrounds, such as CEO (Cottan & Lehma 2018), including CEO brand identity (human and management), CEO brand reputation (human and management), and leading to CEO branding Differentiated CEO brand positioning, artist (Schroeder2015) and political leader (Speed, Butler & Collins 2015). Human brands as individuals have the ability to make an impact on a deeper level because they convey a certain degree of authenticity and effective human depth that non-human brands cannot intercept (Fournier and Eckhart, 2018). The human brand gives a strong personal connection, which is what the market needs to succeed in the commoditized community we live in today. The reason for the strength of this term is that the human brand has a social imprint in the family, friends and colleagues around us. This is where influencers have the greatest impact on us as consumers, because we are the cultural meaning that spreads in society. Part of (Fournier & Eckhardt 2018), much like a traditional marketing communication tool word of mouth. In this way, consumers feel an intimacy with a human brand and therefore form a “connection” as if they know the real person behind the brand, rather than the image they intentionally perceive (Fournier & Eckhardt 2018). Huang & Huang (2015) explained consumers' attachment to human brands as simple purchases of core products at the beginning, and later development through interaction and dialogue, leading to a deeper attachment to human brands. According to Huang & Huang (2015), this kind of attachment can be regarded as “secondary object” attachment or idolatry. Humanized brand is a unique phenomenon with brand identity that brand managers want to bring out and maintain (Centeno & Wang 2017). Today, visual elements play a greater role in advertising than verbal elements. The brand director wants to create a brand identity that is unique and different from the competitive market (Phillips et al., 2014). Read Less