Influencer marketing campaigns decoded

Disch, Jessica

Abstract

With the world amid the evolution of the digital age and the rise of social networking, it is more than evident that consumer behaviour has changed, and social media platforms like Instagram are used extensively for Marketing communications. This change has led to an expanding number of opportunities and challenges. Both academics and practitioners have acknowledged the increasing importance of social media influencers (SMI’s). Nevertheless, due to its contemporaneousness, the academic literature regarding this subject faces some limitations. To expand knowledge in this field, the present study explores marketing professionals’ knowledge towards SMI’s and SMI marketing campaigns on Instagram, respecting existing literature and identifying the most recent issues. A qualitative approach with purposive sampling is followed to achieve the study objectives. The research includes a two-phased approach and comprises eleven semi-structured interviews with luxury brand industry professionals, who have already executed SMI marketing campaigns. Thematic analysis helps to identify and analyse relevant factors of these interviews, where axial codes are defined, and selective themes clustered. The findings of this study highlight the importance of SMI’s, also in light of the somewhat quixotic challenge of the luxury social paradox. The principal value of this study is that it introduces a new Integrative Influencer Marketing Campaign (IIMC) framework, documenting all stages of an SMI campaign process and highlighting success characteristics.

Citation

Disch, J. Influencer marketing campaigns decoded. (Thesis). Edinburgh Napier University

• Thesis Type: Thesis
• Deposit Date: Mar 22, 2023
• Publicly Available Date: Mar 24, 2023
• DOI: https://doi.org/10.17869/enu.2022.3055212
• Keywords: Marketing Strategy, Luxury Social Paradox, Luxury Industry, Social Media, Social Media Influencer (SMI) Marketing, SMI Campaign
• Award Date: Aug 2, 2022