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Dissertations / Theses on the topic 'Micro-influencer'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.

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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the

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2

Miklos, Nemo, Petter Rollof, and Gustav Sporre. "Relationer inom digital makrnadsföring : Varför små företag kan ha nytta av micro-influencers." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76718.

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Sammanfattning Titel: Relationer inom digital marknadsföring - Varför små företag kan ha nytta av micro- influencersFörfattare: Nemo Miklos, Petter Rollof och Gustav SporreHandledare: Carina Lejonkamp Examinator: Kaisa LundKurs: Kandidatuppsats 15hp. Företagsekonomi III – Marknadsföring. Ekonomprogrammet, inriktning marknadsföring, VT 2018. Syfte och forskningsfrågor Vårt syfte är att undersöka hur små företag kan dra nytta av att utveckla relationsmarknadsföring i sin digitala marknadsföringsplan samt klargöra matchningsprocessen inom influencer marketing. Studien tar utgång

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Fabbri, Francesca <1994&gt. "L’influencer marketing. Efficacia all'interno del processo decisionale e differenze tra macro e micro influencer." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13878.

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Questo lavoro ha come obiettivo quello di analizzare il nuovo strumento denominato “influencer marketing” e di evidenziare le principali differenze tra micro e macro influencer. La quarta rivoluzione industriale, infatti, ormai ha portato ad una digitalizzazione talmente diffusa e capillare che il marketing non può più ignorare in termini di efficacia i cambiamenti della pubblicità tradizionale e delle opportunità che la rete offre. L’analisi dei dati più recenti dimostra come la quasi totalità delle aziende ha intenzione di utilizzare nei prossimi anni una strategia collegata ai social networ

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4

Cotrina, Salcedo Sandra Rafaela, and Rodríguez Francisco Arbaiza. "El storytelling de una micro influencer de Instagram en la construcción de imagen de marca." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655603.

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Las nuevas tecnologías han ocasionado grandes cambios en nuestro contexto. Las marcas las han implementado como herramientas útiles como el marketing de influenciadores, los cuales se clasifican por rubro o cantidad de seguidores. La presente investigación cualitativa tiene como objetivo analizar la influencia del storytelling de mamás blogueras, y a su vez micro influencers, de Instagram en la construcción de imagen de marca, en el caso de Specialized Perú. Se desarrollará un diseño fenomenológico, ya que este nos permite conocer el fenómeno desde el punto de vista del individuo, mediante la

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5

Harrison, Lisa M. "What makes a micro-influencer? Converting the personal branding strategies of successful social media users into a professional development program." Thesis, Queensland University of Technology, 2022. https://eprints.qut.edu.au/233168/1/Lisa_Harrison_Thesis.pdf.

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This DCI thesis investigated the professional practices of micro-influencers in the Creative Industries: influential social media users emerging in engaged smaller online communities. Presented in two projects, the first project develops a theoretical model to define five dimensions of micro-influence identifying the skills, knowledge, and capabilities that shape communication practices in contemporary culture. Project two is a micro-course ‘The Introduction to Micro-Influence for Creative Professionals’ which translates the model into a teachable creative artefact that enables individuals to

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6

Lundberg, Amanda, and Amelie Wiklund. "Influencer Marketing : En kvalitativ studie om vilka faktorer som är viktigast vid samarbete på Instagram." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69543.

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Användandet av sociala medier ökar kraftigt och har under de senaste åren blivit en viktig del i människors vardag. Detta ger företag en möjlighet att använda sig av sociala medier i sin marknadsföring och är en av de mest populära strategierna just nu är när företag samarbetar med influencers i sin marknadsföring. Detta kallas influencer marketing. Dock finns det svårigheter för företag att hitta rätt influencer att samarbeta med och det finns olika faktorer som behöver värderas innan ett samarbete startar. Forskningsfrågorna som har besvarats i denna studie är vilka faktor

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7

Olsson, Emmie, and Julia Thor. "Söndagsbrunch och fredagslunch : En semiotisk bild- och textanalys av influencers matbilder på Instagram samt responsen från följarna." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38979.

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Den här studiens problemformulering grundar sig i de underliggande maktstrukturer som finns på den sociala plattformen Instagram. Studien fokuserar på hur framstående Instagramprofiler, så kallade influencers, presenterar sina matbilder. Syftet är att undersöka vad influencers matbilder kommunicerar, och se vad det finns för underliggande meningar i bilderna och dess bildtexter. Dessutom vill vi öka förståelsen för hur bilderna kan mottas av följare på Instagram genom att titta på kommentarsfälten. Tidigare forskning inom området visar att unga användare av Instagram ofta gilla-markerar det de

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8

Pérez, Chuctaya Luis Miguel. "Los micro influencers en Tik Tok como promoción de la recordación de marca en millennials. Caso Adidas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653575.

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En el entorno digital, las personas tienen más poder sobre lo que quieren ver y lo que no. Por ello, las marcas buscan mantenerse en la mente del consumidor sin ser rechazados. En ese aspecto, los micro influencers poseen ciertas características de comunicación más cercanas y empáticas con el público que los sigue. El propósito de este estudio fue identificar cómo el uso de la marca Adidas por micro influencers de la red social Tik Tok promueve la recordación de marca en los millennials. Se hizo uso de un enfoque cualitativo por medio de entrevistas a profundidad. Se tomaron como variables a l

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9

Pärlhem, Elias, and Johan Rutberg. "Influencer Marketing : A mixed method study on the effectiveness and spread of influencers." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70012.

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This mixed method study set out to investigate how businesses in the fashion and apparel industry can optimize working with two types of influencers; micro-celebrities who rely on their personality to influence, and opinion leaders who rely on their expertise to influence. This was explored through three different research questions. The first research question was a quantitative look at influencers on Instagram, to see if there were any difference in effectiveness and spread between opinion leaders and micro-celebrities. The second and third research questions were a qualitative look through

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10

Hermansdotter, Mikaela, and Jesper Cederlind. "Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare : En kvalitativ studie om unga influencers på mobilappen TikTok." Thesis, Stockholms universitet, Marknadsföring, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-164994.

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Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medve

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11

Salahiya, Sema, Blerina Latifaj, and Natalia Freudenberg. ""Estetiskt tillfredställande" : En kvalitativ studie av kvinnliga micro-influencers estetiska strategier för deras Instagram-flöde." Thesis, Jönköping University, Tekniska Högskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53891.

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Purpose – This study aims to explore the relationships between aesthetics and micro- influencers’ Instagram feed along with its effects on follower engagement. Based on the assumption that there is a common practice for micro-influencers who are familiar with aesthetics. Although micro-influencer content has attracted increased interest on Instagram, relatively little is known about influencers’ aesthetic strategy. Method – The present study addresses this gap by examining how feed aesthetics are associated with micro-influencers aesthetic strategy and what elements contribute to feed aestheti

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12

Horanage, Chathushee Purnima Jayamila, and Miia-Riikka Hautala. "Does The Content Format Matter? : A study of how Social Media Micro-Influencers’ content format persuades the followers’ information processing route in the Engagement and Purchase Intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85963.

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The increased importance of social media influencers in marketing activities has been evident in recent years. The purpose of the thesis was to understand the cognitive processing of social media micro influencers’ content and the resultant behavioral outcome of follower engagement and purchase intention. Specifically, it has aimed to evaluate if the format of the content had an impact on cognitive processing and ascertains the resultant outcomes of engagement and purchase intention. Elaboration likelihood model (ELM) adapted to social media, was used, and adopted in the study in order to unde

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13

Reis, Oscar, and Lydia Svensson. "Is trust just a number? : En kvalitativ studie om trovärdigheten och inställningen till influencers och micro-influencers på Instagram bland människor i åldrarna 18-25 år." Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40878.

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14

Hansson, Jonas, Filip Hjertqvist, and Adolfsson Malcolm Sanchez. "Doez size matter? : A qualitative research on micro influencers creation of brand awareness for startups." Thesis, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104824.

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Influencer marketing has in recent years developed as a new concept for both companies and individuals. Social media has presented a new way for companies to market themselves. The emerge has produced influencers and nowadays influencers need to be divided into different levels according to the number of followers. Companies have proven that they easily look blindly at the number of followers, which has meant that the emergence of micro influencers has not received the publicity it deserves. The purpose with this degree project is therefore to investigate micro influencers and see the brand aw

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15

Santos, Maria Inês Sousa. "Impacto das redes sociais na conversa entre as marcas e o consumidor." Master's thesis, 2017. http://hdl.handle.net/10400.14/23571.

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Este trabalho foi realizado no âmbito do estudo do conceito influencer marketing, com o objectivo de entender de que forma é possível potenciar os resultados das parcerias desenvolvidas entre as marcas de moda e as fashion influencers na plataforma Instagram. O trabalho de investigação é iniciado com uma revisão de literatura abrangendo os diferentes temas inerentes a este trabalho, como a evolução dos conceitos social media e influencer, o aparecimento do influencer marketing como nova técnica de word-of-mouth, a análise do processo de decisão de compra e a aplicação específica dos conceitos

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Tracana, Mariana Alves. "Social media influencers and consumers’ purchase intentions through influencer branded content: micro vs. macro influencers." Master's thesis, 2020. http://hdl.handle.net/10071/22310.

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The rise in social media brought several challenges and opportunities for brands and companies. These platforms brought new ways of communicating and interacting with consumers. Enabled brands to be present in the everyday life of consumers, engagement with them in ways never possible before. Influencer marketing has proven its way through this demanding environment and has been gaining “supporters” across different areas of business. However, yet little is known about what the criteria is to select the right influencers to drive higher levels of influence. Thus, the purpose of this diss

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17

Almeida, Marta Neto de. "Influencer marketing on Instagram : how influencer type and perceived risk impact choices in the beauty industry." Master's thesis, 2019. http://hdl.handle.net/10362/71585.

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Dissertation report presented as partial requirement for obtaining the Master’s degree in Statistics and Information Management, with a specialization in Marketing Research and CRM<br>The rise of social media networks brought a new generation of influencers (micro-influencers), which became one of the biggest current digital marketing tendencies. Micro-influencers, compared to traditional celebrities, give brands a unique opportunity to get closer in a more natural way with their target audience, originally spreading the message of the company and bringing to light their products. Extending pa

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Pereira, Daniela Silva. "Ser influencer : retratos sociológicos de influencers portugueses." Master's thesis, 2021. http://hdl.handle.net/10400.14/35054.

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Esta dissertação foi realizada no âmbito do estudo de um fenómeno em ascensão, os digital influencers, com o intuito de proporcionar à sociedade contemporânea conhecimento daquilo que é, efetivamente, ser um influencer. Os objetivos específicos desta investigação passam por conhecer quais as motivações dos influencers; determinar se as condições de partida facilitam, ou não o aparecimento de disposições para ser influencer; analisar a relação que existe entre a remuneração dos influencers e a autenticidade das suas publicações; compreender as caraterísticas sociodemográficas dos seus seguidore

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19

Silva, Gleyce Kelly de Oliveira. "A influência das redes sociais e dos micro-influencers na decisão do consumidor: setor da restauração." Master's thesis, 2021. http://hdl.handle.net/10400.26/38267.

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A presente dissertação é elaborada no âmbito do mestrado em ciências empresariais e tem o objetivo de perceber qual a influência das redes socais e dos micro-influencers na decisão do consumidor, no setor da restauração, através do estudo realizado com consumidores que utilizam as redes socais e com micro-influencers que partilham conteúdo sobre restaurantes. Por meio da análise dos resultados, verificou-se que as redes sociais e os micro-influencers atuam de forma significativa quanto à influência na escolha do consumidor no setor da restauração. Não só pelo facto de partilharem conteúdos vis

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Jäkel, Lena Johanna. "How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions." Master's thesis, 2020. http://hdl.handle.net/10400.14/29723.

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This study aims to investigate the impact of using influencers on Instagram as a communication tool for sportswear brands. While exploring this research field, brand attitude and the newly developed construct of brand coolness were evaluated for their effects on purchase intentions. Moreover, the current study evaluates whether the number of influencers´ followers influences the results. For that matter, an experimental study was conducted with comparison between subjects among three groups. Those three groups were designed to test brand attitude, brand coolness and purchase intentions

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Silva, Mariana Luísa Góis da. "O papel dos micro-influencers no processo de tomada de decisão do consumidor na Hotelaria." Master's thesis, 2019. http://hdl.handle.net/10400.26/32693.

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A presente dissertação tem o intuito de compreender qual o papel desempenhado pelos micro-influencers no processo de tomada de decisão do consumidor na hotelaria, através do estudo do perfil de alguns micro-influencers que partilhem conteúdos sobre hotéis portugueses, de forma a perceber, quais as características e fatores que contribuem para a influência da escolha de um hotel por parte do consumidor, e também, através do estudo do perfil do consumidor que segue estes micro-influencers, de forma a entender a sua motivação bem como os fatores que tornam a sua escolha influenciável. Para o efe

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Neves, Rita Paiva. "The effects of micro and macro-influencers on Instagram skincare campaigns." Master's thesis, 2020. http://hdl.handle.net/10071/21858.

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Influencer Marketing is a strategy increasingly sought after by companies and considered by several marketers as an effective strategy. The presence of the beauty sector in digital channels, using the tools available (including digital influencers) has contributed to its growth while promoting the brand and fighting one of the main difficulties of consumers: understand how and when to use the products. Although several authors have highlighted the advantages of collaborating with digital influencers, marketers continue to refer to one of the main difficulties to identify the most approp

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