Influencer Marketing and Consumer Behaviour (2022)
Influencer Marketing and Consumer Behaviour Dissertation – With such an immense number of active users and small businesses on social media, a natural opportunity emerged: have relatable, genuine, everyday people use social media as an outlet to share products and services with people of similar interests. This began the concept that we now know of as influencer marketing.
Using social media influencers is a fast way to increase brand awareness for any size business and for countless industries. Influencer marketing has continued to steadily grow as an industry over the last few years. The influencer industry grew from being worth $1.7 billion in 2016 to being worth $6.5 billion in 2019. With an increased interest in using influencer marketing, more companies are planning to invest in this marketing technique.
In 2019, 17% of companies budgeted for influencer marketing and were preparing to spend $500,000 or more. Not only is there a growing interest in influencer marketing strategy for businesses, but the accessibility for such strategies is increasing as well. As a result, influencer marketing has not only affected businesses in a positive way; it has also swayed consumer behaviour and the decision-making process.
This study has practical implications that can be used within the social media marketing field for both new and established brands. This can help brands better target their niche market and learn effective uses of social media influencer marketing. If a brand’s target audience is mainly female then influencer marketing would be an effective way to increase brand awareness since results from the study indicate that women, more often than men, will look into a product that an influencer posts about. Also these same brands whose target audience is female, could expect to see an increase in sales if they used influencer marketing, based on the survey results that more women than men have purchased products or services from a brand that an influencer has posted about.
The aim of this dissertation is to evaluate how social media influencers impact consumer behaviour. This will be done by looking into business reports and studies relating to social media marketing and social media influencers. I will also be collecting original data through a Qualtrics survey based on consumer perceptions and personal experiences with social media influencers.
- 12,000 words – 44 pages in length
- Excellent use of literature
- Good analysis of subject area
- Well written throughout
- Includes survey questions
- Ideal for marketing students
1 – Introduction
Dissertation Aim
2 – Literature Review
Marketing
Digital Marketing
Social Media Marketing
3 – Influencer Marketing
Social Media Influencers
Influencer Tiers
Mega Influencers
Macro Influencers
Mid-Tier Influencers
Micro-Influencers
Nano Influencers
How Influencers Are Compensated
Influencer Marketing Friendly Platforms
Influencers Versus Brand Partners
4 – Impact of Influencers in The Decision-Making Process
Problem Recognition
Information Search
Evaluation Of Alternatives
Purchase
Post-Purchase Evaluation
5 – Case Studies
Fyre Festival
What is Fyre Festival?
Influencers Involved
How This Affected Consumer Behaviour
How This Impacted the Influencers Who Were Involved
Legal Perspective of Influencer Marketing
GLOSSIER
What is Glossier?
How Influencers Were Involved
How This Affected Consumer Behaviour
Legal Perspective of Influencer Marketing
6 – Primary Research
Research Objective
Sample And Procedure
Measures
Results
Insights
Effectiveness
Attitudes
Limitations
Recommendations
References
