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Influencer marketing from a sensory marketing perspective

Social Media Influencers’ impact on the lack of tangibility online

Written by C. Håkansson, F. Magnusson

Paper category

Bachelor Thesis

Subject

Business Administration>Marketing & Sales

Year

2020

Abstract

Thesis: The development of digital marketing The development of the retail e-commerce market is growing, which makes the development of this industry highly competitive (Statista, 2019). The growth of the industry can also be seen in how online shopping has become a natural part of most people's daily life (Bucko, Kakalejčík and Ferencová, 2018). In addition, research shows that the growth of the online market continues to increase, which may be related to the so-called digital age in today's market. The "digital man" of this era (Svenskhandel, 2018) leads a digital life, reading his papers on a tablet in the morning, working in front of the computer, and ending the day on social media (Svenskhandel, 2018). In addition, since the beginning of e-commerce in 1995, the demographic structure of Internet users has undergone significant changes. At the time, the typical customers who used the Internet were educated young people (Doherty & Ellis-Chadwick, 2010). However, the digital market now covers the world, which makes it very important to determine the consumer's target market (Doherty & Ellis-Chadwick, 2010). As far as the Swedish population is concerned, most people in particular use social media, and this number is increasing every year, even more with the increase in daily usage (Svenskarna och internet, A, 2018). Statistics from the past ten years show that the frequent use of different social media platforms has increased significantly (Svenskarna och internet, A, 2018). Social media is a broad concept, and daily use is increasing. Social media is described as a collection of communication channels, which is a two-way communication that allows users to directly communicate with each other through video, text, and pictures (NE, 2020; Wahldén, 2009). In addition, research shows that 7 out of 10 Swedes use the Internet to watch videos and movies every day (Svenskarna och internet, B, 2018). YouTube is the most used platform for videos and movies. 87% of Internet users in Sweden use YouTube (Svenskarna och internet, B, 2018). YouTube is an online community where users can share their own videos or watch others' videos. YouTube’s goal is to give everyone a voice and direction in the world. The company is studying the four factors that define a company's identity: freedom of speech, freedom of information, chance of success, and finally affinity. YouTube’s approach is that everyone should have the opportunity to express themselves, obtain information for education, and have the opportunity to understand what is happening in the world. The company provides customers with a wide range of products, including YouTube Kids, YouTube Music, and YouTube Originals, which are all existing products (YouTube, A, 2020). The community continues to provide security for its users and has developed extensive policies to maintain an environmentally friendly space on YouTube. 1.1.3 Social media influencers in the context of marketing Social media influencers (SMI) “represent a new type of independent third-party spokesperson” (Freberg, Graham & McGaughey, 2010, p.90.), which companies can use as Effective spokespersons (Freberg et al., 2010). SMI's marketing technology is a tool used by companies in influencer marketing to reach customers and promote products in digital channels (Kemp, McDougal, and Syrdal, 2018). Therefore, since it is a relatively new technology, so the concept of SMI. Therefore, there is relatively little information about the extent to which SMI affects customer perception (Freberg et al., 2010). However, the key point is that SMI is persuasive on its social media platforms, as evidenced by the success that SMI has enjoyed on digital platforms. This is calculated based on the number of daily blogs, likes and followers, etc. (Freberg et al., 2010). The advantage of using SMI to market and promote products is that it makes it easier for companies to control product promotion and target specific target groups (Schwemmer & Ziewiecki, 2018). Taking the media platform YouTube as an example, product promotions are displayed in videos called haulsandinlook books. These are video formats for content creators to display products (such as clothes or cosmetics) in front of the camera (Schwemmer & Ziewiecki, 2018). As Schwemmer and Ziewiecki (2018) explained: "The entire video may be made in the usual style of Youtuber, but the production or distribution of the content is controlled by the brand" (page 4). Product promotion can take different forms, such as asking viewers to purchase specific products shown in the video, actively talking about products or testing products, and sharing personal views on this (Schwemmer & Ziewiecki, 2018). Compared with other paid advertisements, the online celebrity marketing market is growing rapidly and continuously developing. Finally, the strategy also allows companies to promote products in a more honest way (Kemp et al., 2018). 1.1.4 Five sensory sensory marketing is another form of marketing compared with traditional mass marketing. Here, one or more of the five senses of the consumer: touch, sight, hearing, smell and taste are used to market something to consumers (Hussein, 2019). The senses are responsible for collecting information and sending it to the brain to understand the consumer's perception of the surroundings (Bradford, 2017). Touch is the sensation of communicating with the brain through several sensations (including temperature, pressure, and vibration) that the skin responds to. Vision is perceived by the eyes. It uses a complex process including several stages inside the eyes to record information. Hearing collects vibrations in the middle ear, which can then be interpreted by the brain. The fourth sense is smell, which can detect more than 1 trillion smells (Bradford, 2017). Read Less