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The power of Digital marketing - Influencers impact on purchase intention

A qualitative study among students at LTU

Written by D. Hannu, M. Johannisson

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: Digital Marketing According to Smith (2011), digital marketing is the practice of using digital distribution to promote products and services. Since the advent of the World Wide Web, the development of marketing technology and digital media has made it easier for companies to communicate with customers (Chaffey & Ellis-Chadwick, 2019). In today's digital marketing environment, companies need to manage multiple digital marketing interactions to reach customers. These interactions require the use of:-Digital devices: Through the use of smartphones, laptops, tablets, desktop computers, TVs, gaming devices or virtual assistants, customers can interact with companies. -Digital platforms: These interactive platforms are mainly carried out through these devices, such as Instagram, Facebook and Google. -Digital media: Digital marketing provides multiple channels for communication and attracting customers. In practice, these interactions are usually combined. For example, platforms (Facebook, Instagram, YouTube, etc.) are mainly consumed on various devices such as smartphones, laptops, TVs or gaming devices (Chaffey & Ellis-Chadwick, 2019). It can be said that from the perspective of marketers, digital media has affected consumers' tentacles in a positive way (Smith, 2011). According to Smith (2011), advertisers spend hundreds of millions of dollars on advertising on websites that contain high traffic. The upgrade of digital marketing is a direct response to the development of using the Internet as a tool for buying and selling goods and services (Smith, 2011). Due to digital marketing, the Internet has become a pulling medium, and consumers can determine the content in their field of vision. This is a major shift, because consumers are now extracting the information they need from the vast amounts of available information. (Smith, 2011). Current digital marketing research focusing on mobile devices shows that it can be an effective marketing tool based on five characteristics (Wang, Malthouse and Krishnamurthi, 2015): 1. Portability 2. Personal relationship with the owner 3. Networked, instant information 4. Text and visual content 5. Integration of functions and services According to Wang et al. (2015), these five characteristics give customers the opportunity to create "life on the screen" and place it anywhere Interact with the brand any time. Based on the mobile lifestyle already adopted in today's society, consumers may provide brands with additional opportunities to build relationships with them and interact with them more frequently (Wang et al., 2015). 2.2 Influencermarketing According to Ryan's "Understanding Digital Marketing" book, "An influencer is a person who can influence others with his own ideas and opinions with above-average ability" (2016, p. 136). Through their social platforms, they managed to create an audience by themselves. 3.8 During the interview, the influencers showed participants pictures of well-known influencers. The reason for this is to allow participants to have a direct attitude and expression towards influencers. The influencers presented to the group were previously determined through the brainstorming session of the research group. Both female and male influencers were chosen to address the issue of prejudice, including gender. 3.9 The interview setup and the participants in the implementation of the interview shall be sampled according to the previously specified method through self-selection. The location of the interview was uniquely adjusted for each participant. Because the natural environment may be an important factor when conducting the interview to make the participants full of confidence (David & Sutton, 2016). This resulted in many different locations, including the homes of participants and researchers, while other locations were done at LTU. Some interviews were also conducted in a virtual way through digital platforms. Initially, the meeting started with some ice-breaking conversations to create a relaxed atmosphere between researchers and participants. If the interview is conducted in the form of a physical meeting, participants will receive coffee or other beverages. The researchers asked for permission to record the session for later transcription. 3.10 Data analysis David and Sutton (2016) explained two important aspects when considering qualitative analysis. How should the data collection process be integrated and what the research is trying to achieve (David & Sutton). Qualitative data collection usually consists of a large amount of textual material. The purpose of the analysis process is to reduce these materials and narrow the scope through organization and selection (David & Sutton). In order to analyze the collected data, a special analysis was carried out. Thematic analysis is based on making certain themes emerge from the data (David & Sutton, 2016). This is done by systematically recording how different topics appear in the data through coding (David & Sutton, 2016). For analysis, all interviews conducted were transcribed. Summarize all records to summarize the data collected. In the process, certain themes of creating patterns among the interviewees were also identified. These themes include negative or positive attitudes toward influencers, the impact of subjective norms on participants, and final purchase intentions. Then apply the empirical data to the theoretical framework for subsequent analysis. Each component of the theoretical framework is studied and linked to the collected data. 3.11 Transparency When establishing qualitative research papers, it is important to maintain transparency in the data collection process. The author needs to record the empirical data collected from the interview in the form of reflection. Read Less