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Predicting the Future of Influencer Marketing

How Public Relations Experts perceive and measure the impacts of Influencer Marketing in their organizations

Written by G. Brag

Paper category

Master Thesis


Business Administration>Marketing & Sales




Master Thesis: This question will also be asked to selected 80 public relations companies using the theories of word-of-mouth, emotional branding, and critical future research. More specifically, this question will try to analyze how these PR companies are related to emotions and why they think emotions are important. This question will also evaluate the key strategies these PR companies use to reach their audiences and their impact on young consumers, teenagers, and adolescents known as "Gen Z". This question will also involve critical future research and try to analyze which future visions are prioritized, who benefits from it, and whose future is excluded and missed. R3-What is the natural role of social media? Major public relations companies and commercial companies want to make a profit so that they can sell their products to a wide range of potential buyers. Since influencer marketing and word-of-mouth strategies have proven to be extremely powerful and are successful tools for brand awareness and sales, PR companies are constantly seeking new ways to further expand and enhance their marketing strategies to achieve more benefits without prioritizing The interests of consumers-existence and health. Parallel research on the impact of social media on influencer marketing is on the rise, pointing out the negative impact on its users and how these platforms affect our health. A major focus is the younger generation who grew up on social media platforms. Recent studies have shown that spending too much time on social media such as Instagram may be the root cause of depression and anxiety, which is fundamentally in conflict with the vision and beliefs of public relations companies. "Researchers have proposed a new phenomenon called Facebook depression, which is defined as depression when pre-adolescents and teenagers spend a lot of time on social media sites such as Facebook and then begin to show the typical symptoms of depression. .3 (Selfhoud, Branje, Delsing, ter Bogt & Meeu, 2009, Juszczyk 2015: 82) "The intensity of the online world is considered to be a factor that may trigger depression in some teenagers. "4(Juszczyk, 2015:82) This question will be based on interviews with public relations agencies and public relations companies and internal public relations consultants from big brands and small businesses (such as start-ups) to understand their vision and strategies for influencer marketing and future plans. And seek a balance with social media whether healthier media is possible. Choose quantitative content analysis and qualitative semi-structured interviews, and ultimately complement each other. The first method will extract the key from public relations insights that discuss future trends in influencer marketing Sentences-With the help of Atlas.ti, sentences will be further broken down into keywords, so they are “codes.” The coding will collect the most repeated terms in the report to give clear statistical results. In the future research of post-structure , This is also called "deconstruction". Future research is a broad field of research, and this paper will specifically evaluate the discussions of public relations companies regarding their vision and their expectations for future trends in influencer marketing. "Critical future research investigates the scope and limitations of imagining and debating different potential futures in public culture. It asks about imagined futures—usually secretly—based on the past, present, and values ​​and assumptions that represent deviations from the current social trajectory. .'2 (Good, Godhe 2017: 108) Research and prediction are not from ancient times: in ancient civilizations, "experts" calculated agricultural products and made reasonable plans. The idea of ​​progress is the core of future use and demand. The Bible is a prophecy. A typical example of written texts about the future of mankind. In other words, predicting, predicting, and writing about the future is as old as human history. Why do we study the future and the idea of ​​the future simply for the purpose of survival, to a large extent Society leads to a better direction. In history, we study the past and learn from it to shape a better future and avoid disasters. Deconstruction is of course crucial in the work of critical future research, but it Not only relying on the limitations of futuristic texts and imagination, but also critically raising questions such as "Which future is privileged?" "Which questions about the future are more desirable?" 5 (Inayatullah 1999: 2) "Who can talk about the future in an authoritative and legal way? Who imagines the future that is considered possible or reasonable, Who is silenced or dismissed as unrealistic and unrealistic? Who benefits from promoting a specific future vision? 6 (Gidhe, Goode 2018: 153) Content analysis also does not analyze everything in the text. Instead, it passes Make a subjective choice to rely on certain dimensions or aspects in the text:'It shows that the dimensions chosen for analysis are more important than the other dimensions that are not chosen.'7 (Hansen, Machin 2013:88) In this particular case, this The research will rely on Atlas.ti software to find the most repeated keywords and topics among 80 public relations companies. Semi-structured interviews are a continuation of the first part, which essentially deepens the findings of content analysis. Five Swedish interviewees Will be selected from well-known public relations companies in Stockholm, Sweden, as well as internal public relations and marketing experts in the field of fashion, beauty and lifestyle public relations experts/consultants. The author and theory that this paper will rely on is Goode Luke from the field of critical future thinking , Michael Godhe8(2017, 2018) and Sohail Inayatullah9(1999).-The scientific theorist wrote: " the social learning system. Read Less