Factors affecting influencer marketing campaigns among startup firms

Table of Contents

Chapter 1: Introduction
1.1 Introduction
1.2 Background of the study
1.3 Rationale of the research
1.4 Aims and objectives of the study
1.5 Question of the study
1.6 Significance of the study
1.7 Structure of the research study
1.8 Summary

Chapter 2: Literature review
2.1 Introduction
2.2 Conceptual frameworks
2.3 Aspect of the marketing campaign
2.4 Overview of influencer marketing in start-up firms
2.5 Theories of influencer marketing
2.6 Methods of selecting an influencer
2.7 Role of marketing campaigns in start-up firms
2.8 factors affecting influencer marketing campaign
2.9 Strategies of marketing campaign
2.10 Impact of influencer marketing campaign in startup firms
2.11 Challenges in influencer marketing campaign
2.12 Literature gap
2.13 Summary

Chapter 3: Research methodology
3.1 Introduction
3.2 Research onion
3.3 Research philosophy
3.4 Research approach
3.5 Research design
3.6 Research methods
3.7 Sampling Methods
3.8 Data collection method
3.9 Data analysis method
3.10 Data validity and reliability
3.11 Ethical consideration
3.12 Gantt Chart
3.13 Chapter summary

Chapter 4: Findings and analysis
4.1 Introduction
4.2 Quantitative analysis
4.2.1 Survey analysis
4.2.2 SPSS Analysis
4.3 Summary

Chapter 5: Conclusion
5.1 Conclusion
5.2 Linking with objectives
5.3 Recommendations
5.4 Limitations of the study
5.5 Future scope of the study

Reference

Appendices
Appendix 1: Questionnaire
Appendix 2: Gantt Chart

Acknowledgement

It is great opportunity for me to conduct study on “Factors affecting influencer marketing campaigns among start-up firms” which gives me the prospect to explore many factors in the field of marketing. In this regard, I would like to show my debt gratitude to all people who have guided me with immense support and motivation as well. I would like acknowledge my professors with my debts thanks for guiding and supporting me during the study. I would also like to show my gratitude to my peers and family members for their immense support throughout my study.

Thanking you

Sincerely,

Abstract

The study is based on the factors of the campaigns of the influencer marketing of the start-up business firms. In this aspect, the first chapter of the research has dealt with the study background of the influencer marketing in an effective note. Rationale of the dissertation is also described in a detailed manner. Objectives along with research questions are evaluated in the first chapter of the study. In this study, the research questions have been formulated for identifying the factors of influencer marketing among start-up firms. A structure of the entire research is also proposed in the first chapter of the dissertation.

The second chapter focuses on the concept of marketing campaign and the aspects of influencer marketing campaign. The theories related to influencer marketing campaign is discussed along with the selection process of influencer is discussed briefly. The impact and effect of influencer marketing campaign in start-up firms are analysed in the chapter. The researcher has shed light on the challenges of implementing influencer marketing campaign in a detailed manner.

The chapter 3 has described the methodology of the research project. This part is contained with research philosophy, quantitative research method by analyzing statistical tools, data collection process, sampling process of selecting 45 participants. The section has mentioned the ethical consideration about the study. It shows the validity and reliability process in SPSS analysis.

The fourth chapter is data analysis where the researcher has focused on primary quantitative method for analysing the accumulated data. The chosen sample size selected by the researcher in order to conduct the survey is 45 customers of Sweden. In this regard, it is to be mentioned that, quantitative analysis of data along with various statistical methods has made the study more reliable and viable. On a positive note, it can be commented that, accumulation of real time data through survey analysis has enhanced research authenticity to a considerable extent In the last and final chapter, the researcher ensured that the object and aim decided in the beginning of the study is study is fulfilled in the literature review and data analysis part of the research. Based on the result gathered on data analysis the researcher has suggested effective recommendations to improve influencer marketing by start-up firms. The limitations like time limitations or data authenticity related limitations and future scope for evaluating more factors of the research has also been discussed in the end.

List of figures

Figure 1.1: Preference of customers

Figure 1.2: Business growth of Swedish start-up firms

Figure 1.3: Proposed structure of the study

Figure 2.1: Conceptual Framework

Figure 2.2: Cooperative principle

Figure 2.3: Conversion Theory

Figure 2.4: Challenges in influencer marketing

Figure 3.1: Research Onion

Figure 3.2: Research Philosophy

Figure 3.3: Research Approach

Figure 4.1: Question 1

Figure 4.2: Question 2

Figure 4.3: Question 3

Figure 4.4: Question 4

Figure 4.5: Question 5

Figure 4.7: Question 7

Figure 4.7: Question 7

Figure 4.8: Question 8

Figure 4.9: Question 9

Figure 4.10: Question 10

Figure 4.11: Question 11

Figure 4.12: Question 12

Figure 4.13: Question 13

Figure 4.14: Question 14

Figure 4.15: Question 15

Figure 4.16: Question 16

Figure 4.17: Question 17

List of tables

Table 4.1: Question 1

Table 4.2: Question 2

Table 4.3: Question 3

Table 4.4: Question 4

Table 4.5: Question 5

Table 4.6: Question 6

Table 4.7: Question 7

Table 4.8: Question 8

Table 4.9: Question 9

Table 4.10: Question 10

Table 4.11: Question 11

Table 4.12: Question 12

Table 4.13: Question 13

Table 4.14: Question 14

Table 4.15: Question 15

Table 4.16: Question 16

Table 4.17: Question 17

Table 5.2.1: Recommendation 1

Table 5.2.2: Recommendation 2

Table 5.2.3: Recommendation 3

Chapter 1: Introduction

1.1 Introduction

The marketing campaign is one of the essential aspects of brand promotion of the company to sustain business in the potential marketplace. In this regard, it has been found that the influencer marketing campaign can be useful for the start-up business in a country like Sweden to increase the profitability in the latent marketplace in a systematic note. In this context, the research needs to be conducted for understanding the attitude of the consumers towards a brand in an effective note. It is likely to state that start-up business firms need to evaluate the preference of consumers for running the business in a successful manner. In addition to that, it is possible to elucidate that start-up business firms need to focus on brand promotion by considering the market opportunities in Sweden. As for this reason, it is required to utilize influencer marketing campaigns. Certain factors affect the influencer marketing campaigns in a country like Sweden among start-up business organizations. This chapter is going to focus on the objectives as well as questions of the study to gather data for conducting the study.

1.2 Background of the study

It can be possible to state that the marketing campaign of the company can be useful for managing the business in the potential marketplace. From the point of view of Egertz, Almström & Truong (2019), it can be evaluated that influencer marketing is one type of marketing strategies that help to identify the influence of the people on a brand of the organization or industry. In this regard, it has been recognized that a start-up business in the mentioned country can utilize the strategies of influencer marketing for establishing the brand value in a systematic format. It is required to state from the study Landqvist & Lind (2019) that influencer marketing always tries to change the perception of the behavior of potential consumers for increasing sales in the marketplace. In this context, it has been found that a Swedish organization has invested around 500 million SEK in the process of influencer marketing. There are certain factors of campaigns of influencer marketing that can affect the business of start-up firms in the mentioned country.

Abbildung in dieser Leseprobe nicht enthalten

Figure 1.1: Preference of customers

(Source: sweden.se, 2020)

From the above statistics, it has been found that 92 per cent of people mainly want to buy products on the basis of the recommendations of other people. As for this reason, influencer marketing can take place to change the perception of the consumers in the marketplace. In this context, some factors can affect the decision of the customers in the context of influencer marketing. The wrong selection of influencer can have a negative impact on potential customers. It sometimes reduces the customer base of the company in the market (Landqvist & Lind, 2019). As for this reason, the negative influence of the influencer is one of the crucial factors in the campaign of influencer marketing for start-up business in Sweden.

1.3 Rationale of the research

In this context, the issue of an influencer marketing campaign is regarding the authenticity of the influencer in the Swedish start-up business in the potential marketplace. In this aspect, it is possible to elucidate that transparency in the of the influencer need to be measured before starting the campaign of influencer marketing for a start-up business (Brunius& Lind, 2017). It has been identified that start-up business firms can maintain the business sustainability by enhancing the base of the target consumers in the market. It is also effective for the purpose of market expansion in an effective note.

This is the issue because lack of transparency of influencer in the campaigns of influencer marketing for the start-up business can decrease the brand value in the target marketplace. In this context, it has been recognized that consumers in the target marketplace need to be properly influenced by the influencer so that the sales of the company can be enhanced in the country.

Abbildung in dieser Leseprobe nicht enthalten

Figure 1.2: Business growth of Swedish start-up firms

(Source: sweden.se, 2020)

From the aforementioned graph, it is possible to analyze that growth of the start-up firms in the country is rapidly increasing. As for this reason it is required to focus on the business expansion by meeting the needs of the consumers. In this context, it has been identified that the influencers can influence people in the market to purchase products or service of the firms. If the influencers are not authentic, it can create negative impacts on the brand by considering the reduction of the consumer’s base in the marketplace.

This is an issue now because, it has been found that fake influencers can influence target consumers in a negative manner. It is required to evaluate that start-up firms sometime lose its consumers base in the marketplace due to fake influencers. In addition to that, it has been detected from the study of Neves & Liljeblad (2017) that sometimes marketers fail to select real influencers for the campaign of the influencer marketing. It is possible to explain that, in recent days, the factors of marketing are changing at a gradual rate. In this regard, it is possible to explain that marketing campaign needs to focus on the brand value enhancement in the marketplace. As for this reason, it is required to focus on the preference of the customers in the market. In this aspect, it is possible to elucidate that influencer marketing mainly recognizes people who can have a deep influence on the target customers of the product or brand in the latent marketplace (ncbi.nlm.nih.gov, 2020). In this aspect, it is required to manage the needs of the target consumers in order to augment the brand value in a systematic method.

The current study sheds light on the factors of the campaign of the influencer marketing of the start-up business. In this regard, different aspects of the influencers marketing need to be described in a detailed approach.

1.4 Aims and objectives of the study

The current study has some aim as well as objectives to conduct the entire dissertation in an effective note. The aim along with objectives of the research is outlined below:

Aim

The aim of this research is to identify and examine the factors that impact influencer marketing campaign success in route to a positive customer attitude.

Objectives

- To investigate the authenticity of marketing content in case of influencer promotional method
- To analyze the method of selection of influencer for the promotional impact
- To determine different platforms used by Influencer and their popularity in promotional aspect

Hypothesis:

H0: Influencer marketing techniques do not usher significant impacts on consumer behaviour in Sweden

H1: Influencer marketing techniques usher significant impacts on consumer behaviour in Sweden

1.5 Question of the study

In this research, the main question of the study is mentioned below:

1. Which factors influence the success of influencer marketing campaigns en route to generating a positive customer attitude towards the brand?

In this context, some sub research questions can be formulated for conducting the study. Sub questions are listed below:

1. What factors can be considered for selecting influencer in order to promote brand in the marketplace?
2. What are the impacts of content authenticity over the customer’s attitude towards a brand?
3. What are the effects of social media platform over the customer’s attitude towards a brand?

1.6 Significance of the study

In this context, it is likely to evaluate that campaigns of influencer marketing in a country like Sweden are quite effective to increase the brand value in a positive manner. In this aspect, it can be possible to state that influencer marketing can be useful for driving the message of the brand to the marketplace of the country. In addition to this, it can be elaborated that campaigns of influencer marketing focus on a large market to increase the level of profitability of the business. Certain factors affect start-up firms in Sweden during the time of the campaigns of influencer marketing. It has been identified that the factors need to be managed in an effective manner for sustaining the business of Swedish Start-up business in a significant approach. The present study is quite significant in this context for identifying the factors of campaigns of influencer marketing.

1.7 Structure of the research study

The proposed structure of the study is described below:

Chapter 1: Introduction

This chapter deals with the objectives, rationale and questions of the study.

Chapter 2: Literature review

In this section, previous knowledge of the study is critically discussed.

Chapter 3: Methodology

In this chapter of the dissertation, philosophy as well as design of the research is described. Moreover, data analysis process is also evaluated in this section of the study.

Chapter 4: Findings and analysis

Collected data has been analysed and discussed in this section.

Chapter 5: Conclusion and recommendations

Some recommendations have been provided in this chapter. Along with this, future scope of the study is also described in this section of the dissertation.

Abbildung in dieser Leseprobe nicht enthalten

Figure 1.3: Proposed structure of the study

(Source: Created by the researcher)

1.8 Summary

It can be summarized that certain factors occur in the context of influencer marketing campaigns among start-up companies in Sweden. The current chapter has described a detailed background of the campaigns of influencer marketing among Swedish start-up firms. In this chapter, questions of the study have been formulated in an effective approach. In addition to that, the objectives of the study along with the study aim have been described in a detailed note. Moreover, the entire structure of the study has been designed in this chapter.

Chapter 2: Literature review

2.1 Introduction

Several articles along with some books have been used to review the factors that influence the influencer marketing campaign in startup firms. The chapter has helped the researcher to establish theoretical contexts after analyzing existing journals, articles and others. In this chapter, the key aspect of marketing campaign along with the concept of influencer marketing campaign has been discussed. Methods of selecting an influencer and his role in the marketing campaign are properly analyzed in the chapter. In addition to this, the challenges of influencer marketing campaign have also been presented in the research project.

2.2 Conceptual frameworks

Abbildung in dieser Leseprobe nicht enthalten

Figure 2.1: Conceptual Framework

(Source: Created by researcher)

2.3 Aspect of the marketing campaign

The marketing campaign can be referred to as a chain of activities for providing information about products or services to the target audience. The campaign also helps to remind as well as engage more customers in the concerned firms. Marketing campaign is an effectively planned and organized process which is executed with the help of technologies in various mediums such as TV, social media, radio, and magazine and so on. Marketing campaign mainly focuses on gaining customer trust which helps to increase the brand value of firms (Multiplier.nz, 2020). It is very crucial for start-up firms in order to engage more customers and earn more revenue. There are some important aspects on which marketing campaign is based on. They are-

Target market

It is very important to identify suitable target market for an effective marketing campaign. A clear process of acknowledging target customers is the key to a successful marketing campaign. For example, marketing campaign regarding chocolates can entice children, not older people. Here the target market is the children. The campaigns are designed accordingly to allure and engage target market primarily (Agnihotri et al. 2016 p.172).

Making of list

After successful identification of target market, preparing a proper list is the second stage of marketing campaign. The list includes information of all the concerned persons who are important for delivering an effective campaign, such as designers, sponsors, market researchers and so on.

Value Proposition

Value proposition is about analyzing information from the target audiences’ point of view. As per the view of Key & Czaplewski, (2017 p.325), it provides proper direction to the market campaigns. The problems that customers can face are analyzed in this stage to promote a jargon-free campaign.

Delivery method

It is one of the important stages of the marketing campaign. Different people react differently to a campaign based on their choice, value demand and others. Therefore various mediums including email, web pages, and social media are used to deliver the information about campaigns.

Following up

As per the view of It is the most crucial stage of marketing campaign as it analyzes the result of marketing campaign. The customers get a pool of information regarding various products or services. Following up with the campaign ensures customers attraction and success of marketing campaign.

2.4 Overview of influencer marketing in start-up firms

Influencer marketing is about identifying a bunch of people who influence a number of audiences in order to increase sales and revenue. It seeks to build a strong relationship with the customers for increasing the number of loyal consumers. According to Baumöl, Hollebeek & Jung (2016 p.200), influencers deliver the key messages of firms to the customers to assure their engagement. This marketing can be done in two ways, content marketing and social media marketing. In the age of social media dominance, the influencers connect with a range of people through social media platforms, such as YouTube, Face book, Whatsapp and others for their promotional aspects. In case of content marketing, the companies either make content for the influencers or the influencers make appropriate content to inspire customers (Xiao, Wang &Chan-Olmsted, 2018 p.189). Start-up firms require a number of influencers in order to get recognized in the market.

Influencer marketing can be divided into two divisions and they are as follows-

Earned influencer marketing

It refers to the existing relationship of customers with influencers. In this type of marketing, influencers promote products or services based on their personal experience. The social and personal growth of influencer is assured in this type of marketing (Chou, 2019 p.9). For startup firms, loyal and benefited customers can act as influencers and promote their products or services.

Paid influencer marketing

Paid influencers are sponsored to present content on different platforms. For the promotional activity of influencers, the budget plays a vital role in this context. Therefore, start-up firms must include this activity after analyzing their financial condition. Pre-roll advertising; messages can appear in the content as a part of marketing in the promotional procedure of paid influencers.

2.5 Theories of influencer marketing

Incorporating proper influencer marketing campaign is crucial for the systematic growth of any organization. There are many theories associated with influencer marketing to achieve the goal of organizations effectively. In this context, the theories like social influence theory and conversion theory and so on can be incorporated for understanding the influencer marketing in a significant manner.

Cooperative principle

Cooperative principle is used by the influencers to communicate with the target audience. In this process, influencers adopt the simplest ways of delivering contents to customers for their easy understanding of information. The cooperative attitude helps to engage customers more efficiently. In this aspect, it has been found that cooperative attitude can be useful in order to increase consumer involvement in the process of marketing. It is also helpful for promoting brand in the potential marketplace of the country effectively. Communication plays a pivotal role in this theory as prompt and open communication leads the way of influencing customers. Cooperation of influencers with customers promotes loyalty, trust and ensures the growth of business organizations. The principle stands upon four factors, quantity, quality, relevance and manner.

Abbildung in dieser Leseprobe nicht enthalten

Figure 2.2: Cooperative principle

(Source: Lagrée et al. 2018 p.2)

Amplification Hypothesis

Amplification hypothesis refers to knowledge boundary of the influencers. The audience tends to prefer the influencer more who has adequate and clear knowledge about his content. In this theory, the hypothesis of facts encourages influencers to motivate consumers (Lagrée et al. 2018 p.2). In order to influence customers in an effective way, the contents of the influencers must be practical. The start-up firms can provide samples of their products to the influencers for accurate promotional activity.

Conversion Theory

This theory suggests that consumers tend to choose products or services that are limited in number. The brand value increases with the scarcity of products. It has been revealed from various studies that, big brands often use this theory to increase their reputation in the market (Foroudi et al. 2018 p.272). However, in the case of start-up firms, scarcity can negatively influence their business growth. The consumer can find alternative ways or sources to avail specific products. Customer satisfaction rate decreases and it can hamper the overall growth of start-up firms. The stages of using conversion theory can be seen in the below figure.

Abbildung in dieser Leseprobe nicht enthalten

Figure 2.3: Conversion Theory

Source: jstor.org, 2020

Social Influence Theory

This theory revolves around the dominance of social media in modern days. In the era of digital media, most users depend on the opinions of influencers, friends which are available in the social media platforms. In this context, it can be evaluated that social influence theory is useful for understanding the factors of influencing aspects for the potential consumers in the latent marketplace. It is possible to explicate that social media platforms help to influence preference of the target customers in the market (Lou & Yuan, 2019). As for this reason, it is feasible to change the perception of the customers by using the opinion of the influencer in the process of product promotion through marketing. Therefore, marketers use influencers to reach to a wide range of audience through social media. According to John (2019 p.125), a number of promotions in various social media are done to influence a large audience base. Promotions of start-up firms can be done and using the theory, the firms can progress significantly.

Priming

The theory of priming is about relying on contents of influencers. Advertisements often generate irritation among users and therefore they are more likely to block advertisements. Therefore, marketing through advertisements can be a backdrop sometimes. On the other hand, users tend to be connected with influencers and their contents (Coll & Micó, 2019 p.88). For promotional activities of products, influencers are the best way to reach the customers as priming can be avoided through this. Although start-up firms are more likely to rely on advertisements, They can also sponsor influencers to influence people effectively.

Reciprocity Norm

In influencer marketing, reciprocity is an integral part. The audience feels connected with influencers and as a result, they abide by the influencers to an extent. Taking advantage of reciprocity norm, influencers influence the decision-making process of the customers. They encourage people to purchase certain products and ensure effective promotional activity.

2.6 Methods of selecting an influencer

It is very crucial to select appropriate influencers for a successful marketing campaign. The selection process varies from organization to organization. There is no strict rule of choosing an influencer; however, some aspects can be kept in mind while selecting an individual. Firstly, the chosen influencer should share similar organizational values. For example, an influencer who creates contents about modern technologies cannot be suitable for delivering contents regarding stationery goods. Moreover, important metrics should be considered in case of influencer marketing campaign. A large number of followers can be alluring for the firms but influencer should be chosen related to the product’s value, brand image, internal budget and others (Pappas, 2016 p. 93). Start-up firms should be very critical in the process of selecting influencer for their financial limitation and wish of sustainable growth. Different types of influencers and marketing content are beneficial for different types of firms. It is very important to acknowledge the suitable type of influencer for accurate and related contents. This helps the firms to have a range of customers easily.

2.7 Role of marketing campaigns in start-up firms

Effective marketing campaign paves the way of enhancement for start-up firms. The need for recognition in the markets gets fulfilled by the appropriate market campaigning of startup firms. Marketing campaign helps in the product development of the firms. As per the view of Haider et al. (2017 p.7), it ensures the arrival of product-related information to the customers. Appropriate marketing campaign grabs the attention of the customers and assures the growth of sale. In context of start-up firms, proper marketing campaign increases their revenue significantly. They can promote their services with the help of appropriate marketing campaign to allure customers. On the other hand, customers acknowledge the launch of products or services through campaigns of start-up firms (He et al. 2016 p.149). The sphere of business activities increases with the help of a successful marketing campaign.

2.8 factors affecting influencer marketing campaign

Various factors are affecting the process of influencer marketing campaign. The factors are-

Product type- Product is the most crucial factor of any business. Choice of product is important and based on that appropriate promotional activity is required to engage customers. Marketing campaign can differ based on the type of products. For example, promotional activity of branded products is different from promotions of non-branded or cheap products. However, in case of influencer marketing campaign, influencers are not chosen as per the organizational value and therefore are unable to connect with customers appropriately. Start-up firms are choosing influencers depending on their budget and in most cases; influencers are unable to connect with the products and services. This reflects in their content and customers are not abruptly influenced.

Market type- Types of consumers impact the promotional activities of an organization largely. Customer choice, knowledge, profession, education, income influences the decision-making process. In the case of influencer marketing campaign also, these factors impact the choice of customers regarding purchasing items. According to Wang & Kim (2017 p.17), depending on the type of market, influencers are required to change their strategies to allure more customers. However, inability of doing so affects promotional activity.

Market size - Marketing campaign to a large extent depends on the size of the market. For a large number of buyers, promotional advertisements are done. Regarding this matter, influencers play a very important role in engaging a number of people. However, a number of consumers have different preferences regarding contents. Insufficient amount of engaging contents are affecting the marketing campaign. This leads to decreases of revenue in some cases.

Competition in the market- In the emerging market competition, it is required for the organizations to ensure an effective marketing campaign for the promotions of products. However, a number of influencers in the market are affecting g the systematic process of the campaign. Several studies have shown that the market competition has given rise to a number of influencers who are paid to promote different products, services and others. People tend to get confused about products and services for a large number of promotional activities from the influencers’ end.

2.9 Strategies of marketing campaign

Marketing campaign requires some effective strategies in order to allure a range of customers. Proper marketing strategy ensures increased revenue, systematic functioning of organization, the establishment of brand, improved loyalty of customers and others. Several strategies can be taken to assure a successful marketing campaign. They are as follows-

1. Call to action- The primary goal of marketing campaign should be addressing the queries of customers. The number of satisfied customer increases with the rate of quick responses. It is very crucial to provide adequate information to customers to increase their attention to products (Felix, Rauschnabel & Hinsch, 2017 p.119). The responses should be clear, concise and user-friendly. The call to action approach also helps the organization to assess the number of interested respondents to an extent.

2. Hyper targeting- Every marketing campaign should focus on a target market instead of campaigning randomly. In the age of social media, the information should be accurate enough to have an engaging customer base. Providing valuable information for the selected target market is necessary as the information can be accessed with the help of a fingertip. Identification of a relevant group of people for promoting products is important to save money, effort and time. This promotional strategy helps to connect with the audience more efficiently.

3. Easy sharing- Marketing campaign should include such information that can be accessed or understood easily. The main criteria of the marketing campaign are to circulate information related to products among the users. Siddiqui & Singh (2016 p.72) have opined that valuable yet understandable information helps the consumer to share it among their friends, families and others. The information of the campaign should intrigue the consumers. Visual representation plays a major role in engaging more customers and it is also easy to share. Therefore, with the help of modern technologies, the marketing campaign can use imagery for their promotional activities.

2.10 Impact of influencer marketing campaign in startup firms

Influencer marketing campaigns have a major participation in growth of organizations. For start-up firms, Influencer marketing campaign often helps to generate a significant amount of revenue (Alalwan, 2018 p.66). From the market reports, it can be seen that with the emerging trends of influencers in social media, the sales of products in start-up firms have significantly grown . In Addition, it can be said that influencer marketing campaign helps to increase the return on investments. Based on the view of Lim et al. (2017 p.20), the trust factor between the influencer and follower determines this growth as consumers tend to be convinced with the marketing strategies of the influencers. The privilege of influencer marketing campaign is that it covers all age group for promotional activities. In recent days, consumers are more likely to rely on the reviews of the influencers and for this reason; influencer marketing campaign is becoming a trend.

2.11 Challenges in influencer marketing campaign

Advancement of technology and the increased use of smart phones and internet system have initiated the scope of online marketing and influencer marketing. Implementing appropriate campaign of influencer marketing has a lot of challenges associated with it. Some of the main challenges in influencer marketing faced by the organisations are discussed below:

Choosing the appropriate influencer

The ability of a brand in identifying the right influencer delivers success in a marketing campaign. According to Gräve (2019) in choosing an influence, there are various options available however in choosing the appropriate one, a brand niche with engagement, audience demographics and optimal reach to achieve its campaign goals. Choosing an inappropriate influencer for a brand can cause loss of brand reputation, time and money.

Building and retention of strong relationships with influencers

After selecting an appropriate influencer for a brand, the next step involves developing an effective influencer relationship. However, it is difficult because a constant flow of opportunities for partnership comes in the way of influencers which can make loyalty difficult for maintenance (Tobin, 2018). Moreover, retention of relationships also involves perks and monetary compensations to the influencers which are difficult to maintain.

Measuring of ROI is difficult

The success of influencer marketing system can be measured by the ROI achieved by an organisation. However, measurement of ROI is very difficult because influencer marketing does not come with guaranteed results so organisations have no way to be assured of the sales rate and popularity improvement of the brand. There are various marketers’ strategies that can be used to measure marketing ROI only to a certain extent. According to Zietek (2016), setting up realistic KPIs and benchmarks can also be helpful for the organisations to overcome this challenge in an organisation.

Meeting the guidelines of FTC

For the enforcement of proper advertisement disclosure in various mediums, the Federal Trade Commission (FTC) has become very strict because of the popularity and marketing growth of the influencers. Therefore abiding by the rules and regulations of FTC has become extremely important, however, navigation of the guidelines continues to be very difficult (Woods, 2016). The brand therefore also needs to consider proper marketing agencies to keep up to the latest updates and guides of FTC.

Abbildung in dieser Leseprobe nicht enthalten

Figure 2.4: Challenges in influencer marketing

(Source: Zietek, 2016)

2.12 Literature gap

The researcher in analysing and evaluating the impact and important factors relating to influencer marketing campaign has experienced a few significant problems in the study. The researcher, first of all, felt that the information available on the subject matter is very limited to draw a deep conclusion. In the study of Thomas (2019), the researcher identified a gap as the study discussed and analysed about the importance of position side of influencer marketing in the era of social media however failed to show the negative impacts of it in the organisations. Similarly in the study of James (2017), the researcher identified that focuses have only been laid on the ways influencers and brands are escaping from disclosure laws and failed to highlight the advantages gained by the organisations from influencer marketing. In this regard, some gaps in the previous literature have been found the researcher in order to conduct the study in an effective note. It has been identified that the researcher does not get adequate theories from the gathered articles and books regarding influencer marketing and its impact on the attitude of the consumers for selecting a brand in the marketplace. Moreover, the researcher needs to evaluate more factors in further study for understanding the main factors which can be considered in influencer marketing. In addition to that, the research hypothesis needs to be understood by evaluating this study in a more significant note. The researcher in this study has fulfilled these gaps to deliver adequate knowledge of the subject.

2.13 Summary

The benefits of using a proper marketing campaign in the context of start-up firms are discussed in this chapter. The major strategies of a successful marketing campaign are analyzed for promoting the growth of start-up firms. Moreover, the trend of influencer marketing campaign in modern days and its impact on start-up firms is also presented in this chapter. The researcher has shed light on the challenges of implementing successful influencer marketing campaign in start-up firms. The factors that affect the growth of influencer marketing campaign in the context of start-up firms are analyzed briefly in the chapter to provide a clear understanding of the topic.

Chapter 3: Research methodology

3.1. Introduction

The chapter has provided in-depth knowledge about the data collecting process and approaches that are used in justifying the purpose of the research topic. Along with this, the chapter has justified research philosophy, sampling methods, research design, the validity and reliability of the data related to influencer marketing campaigns. The accessibility issues and ethical considerations of the study are also discussed in this chapter.

3.2. Research onion

Research onion is a framework that portrays different stages involved with the research project. The research onion has helped the researcher to find out a suitable way to fulfill the desired outcome for this study. Through this image, the researcher has described all the tools and techniques of the study (Sahay, 2016). It has provided a clear and detailed clarification about the effective progress in influencer marketing campaigns. The framework has helped to understand both the outer and inner layers of the research project. There are some stages in Research Onion such as- Research Philosophy, research approach, research strategies, and many more stages. Each of the stages has different types that are considered based on the purpose of the research (Chiappero et al. 2018). The framework shows different types of data collection process through which the researcher can analyze the data related to the topic. Therefore, it is identified that to achieve the goal of a research project the researcher needs to follow all the steps based on Research onion.

Abbildung in dieser Leseprobe nicht enthalten

Figure 3.1: Research Onion

(Source: Saunders et al. 2009, p.52)

3.3. Research philosophy

Research Philosophy is a process of gathering, utilizing and analyzing proper data for the study. It also helps to develop the nature, source, and ideas of the research project. There are three types of Research Philosophy for research projects such as- Realism, Interpretivism, Positivism (Campbell & Goldsworthy, 2017). Realism is a branch of research philosophy that portrays scientific queries related to the study. Realism helps to disclose the core reality and objectives of the study. Another type is Interpretivism that shows the differences between humans and social actors. The approach portrays social roles based on own realization. The last one is Positivism, the approach shows natural science based on observation of social entity. In this approach, the study develops on the basis of hypothesis development and data collection (Morgenthau, 2017).

Justification of selected Research Philosophy

For this study, the researcher has selected Positivism as the research philosophy. As the study influencer marketing campaign based on quantitative data, therefore, the statistical calculation has helped a lot. Positivism provides proper patterns and trends to the study. As the study Influencer marketing campaign is based on primary data, therefore, positivism provides quantifiable data about the research. Alone with this, the research project is based on surveys that provide statistical information related to the market. Through the research, it has identified that the market only works with a highly focused audience who can provide relevant feedback. The influencer marketing campaigns focused on the target audience and values their choice. Positivism also provides priority to the values; it presents objective data to the researcher about the study.

Abbildung in dieser Leseprobe nicht enthalten

Figure 3.2: Research Philosophy

(Source: Campbell & Goldsworthy, 2017)

3.4. Research approach

In order to conduct the research projects, the researcher generally follows three types of Research Approaches such as- deductive, inductive and adductive. The Deductive approach helps to develop a hypothesis based on the existing theory and then it designs the research strategies (Grinchenko & Shchapova, 2020). In the Inductive approach, the researcher proposed new and valid strategies and theories for the study. For this, the researcher needs to observe particular patterns, thesis, and regulations of the existing theory. On the other hand, the Abductive approach addresses the weakness of the deductive and inductive approaches (Pandey, 2019).

Justification for selected Research Approach

In this study, the researcher has selected the Deductive approach. The current research is based on existing theories and concepts of the influencer marketing process. Therefore, the researcher has not provided any new theories or strategies for the study. Therefore, the researcher has not cultivated any new strategies or theories. For this research approach, the researcher has easily analyzed the operational terms and the specific market variables regarding the study influencer marketing. The researcher has used different ideas and strategies to conduct the marketing process of influencers. By using the existing theories and concepts about the study the researcher has examined the outcomes of the market based on the market demand. As the study is based on a quantitative method therefore the researcher has correlation analysis and regression process to analyze the research.

Abbildung in dieser Leseprobe nicht enthalten

Figure 3.3: Research Approach

(Source: created by the researcher)

3.5. Research design

Research Design defines a strategic way to define the methods and procedures of the research. It helps to collect and analyze the proper variables of the research. According to Nguyen et al. (2016) there are three types of research design such as- Explanatory, Exploratory and Descriptive. Exploratory research design plays a vital role in the marketing process and business. It discovers various ideas and statistical insights into the study. Descriptive research is generally based on online surveys. The research design is preplanned and structured. On the other hand, Explanatory research focuses on the problems which were not researched properly. It provides a proper model for the research based on the priorities and operational strategies (Boehner & DiSalvo, 2016).

Justification for the selected Research Design

As for this study, the researcher has decided to choose descriptive design for evaluating numerous factors that can be useful to understand the influencer marketing in a collective note. In this research, the descriptive design has been selected because; it helps to analyze data in a quantitative manner. By analyzing data in a statistical manner, it is possible for the researcher to meet the research objectives in a systematic approach within the given period of time. It can be possible to state that factors which affect the influencer marketing campaign among start-up companies, can be analyzed as well as discussed by using descriptive design of the research. It helps to analyze data in a numeric format by using statistical tool. Moreover, exploratory as well as explanatory design of the research has been rejected. Explanatory design does not help to analyze data in a statistical format. On the other hand, exploratory design cannot describe each variables of the study in an effective note. As for this reason, descriptive research design is quite justified.

3.6. Research methods

There are two types of Research Methods in case of any research projects, such as- Qualitative Research method and the Quantitative research method. Qualitative research is based on non-numerical data. Here, the researcher collects data based on the observations and interviews of a particular person, group or organization. On the other hand, Quantitative research is based on statistical calculations which can be provided through the surveys. In this research process, the researcher surveys the market, employees, customers and so on (Hosseini, Ivanov & Dolgui, 2019).

Justification for the selected Research Methods

In order to justify the matters related to the studies, the researcher has selected the Quantitative research method. By using a quantitative research method the researcher has surveyed and collected the information related to the study. As the information is based on real facts and experiments, therefore, the researcher doesn’t need to provide too much time to analyze the matter. For the study influencer marketing campaigns the researcher has selected this method because it provides statistical data and reliable information about the study. The method provides a general view of the market instead of focusing on a particular group. Therefore, the researcher can easily analyze the overall demographic data about the influencer market campaigns. As the researcher collects data based on the surveys, sometimes they need to focus on some confidential matters of the study which can be possible in this research method only. The researcher never provides personal information about the interviewers and survey candidates.

3.7. Sampling Methods

The sampling process is significant for the statistical analysis of the research project. The researcher used this process to analyze a large number of the population who are supporting the matter and who is not (Puy et al. 2018). There are two types of sampling process such as- Probability Sampling and Non-probability sampling. The probability sampling process is based on the statistical references of a group. There are four types of sampling in probability sampling such as- simple random sample, systematic sample, stratified sample and cluster sample.

Justification for the selected Sampling Methods

For this study of the influencer market campaign, the researcher has selected the Simple random sampling process. With the help of this sampling process, the researcher can provide an equal chance to every member of the population. The project is based on the quantitative data; therefore, the researcher needs statistical calculations which are not possible without the simple random sampling process. The sample size of the research is 55 customers. The researcher has established this sampling process for the influencers’ marketing process because it has helped to identify those individuals who can provide proper information about the study. For the market analysis, the researcher needs proper demographic data which they can apply to justify the entire population and random sampling provide this opportunity. For the survey process, the researcher has included SPSS as a sampling technique. This process has provided statistical information about the customers of the market or products. For applying the sampling process the researcher does not need too much experience or knowledge, therefore, it can be done with easy ways.

3.8. Data collection method

There are two types of Data Collection Methods used in the research projects, such as - Primary Data and Secondary Data. Dreyer, Macedo& Velentgas (2019) has stated that with the help of Primary data, the researcher collects data from the primary sources like interviews, observations, surveys. These types of data provide valid and realistic information about the research. On the other hand, Secondary data is based on journals, articles, websites, and books. This type of data is recorded by the government departments and the organization.

Justification for the selected Data Collecting Method

In order to establish the researches of the study related to influencer marketing, the researcher has chosen Primary Data collection methods. This type of data helps to analyze the basic criteria about the topic. Through the observation process, the researcher has observed the markets of influencers also analyze the campaigning process and its importance. In a general context, the researchers always use primary data because it provides current data based on the situation. The researcher has prepared close-ended questionnaires for the survey to collect the primary data from the customers. As the project is based on a quantitative approach, therefore, it needs statistical evaluation of the customers which can be done only through the primary data collection methods. Therefore it is identified that this source is more reliable than other sources because through secondary resources like books and journals the researcher can get old data about the topic. However, with the help of primary data the researcher can take interviews of the customers and get to know the views about the product and market.

3.9. Data analysis method

There are two types of data analysis methods in the research projects in this research project such as- Qualitative data analysis and statistical data analysis by using quantitative data. The researcher has used a Quantitative data analysis method for the research (Brunsdon, 2016). As the project is based on the surveys therefore the quantitative data analysis methods help them a lot to find out the proper and valid information about the study. The researcher has used the SPSS analysis to establish the research. Through the SPSS process, the researcher can import data from the other sources also can include excel spreadsheets to justify the sampling process.

With the help of Correlation analysis, the researcher has established correlation between dependent as well as independent variable of the study. It is useful for understanding the significance of the correlation between research variables. It shows a strong degree of association between two variables. The researcher has used Regression Analysis to empower the statistical power between two variables. In SPSS analysis it is the next process after correlation (Wang, Gao, & Li, 2018). The researcher generally used this to identify the value of the variables based on the other one. On the other hand, the researcher has also used Descriptive Analysis which is significant for the first step in the statistical analysis. It has provided the idea of data distribution and the identification of proper variables.

3.10. Data validity and reliability

In order to conduct a successful research project, the researcher needs to maintain proper data validity and reliability. Validity in the data collection method shows the proper design and methods of the research through the SPSS analysis (Chiappero-Martinetti et al. 2018). Through this process, the researcher can justify the findings related to the study and the internal consistency of the research. On the other hand, Reliability provides a statistical and psychometric score of the study. It shows that research is accurate and reproducible compared to other researches. Through the SPSS analysis, the validity provides proper questionnaires to measure the degree and research instrument. The researcher has included Cronbach’s alpha test to measure the reliability of the project. It is a proper method to understand the statistical value of reliability.

3.11. Ethical consideration

The current study regarding influencers marketing campaign has considered its ethical ground throughout the research. The ethical consideration is the basic framework of this study. It shows that the researcher has maintained proper ethics during the research. The research has maintained all the ethical issues such as- it has not revealed any kind of confidential data during the survey. The researcher has not provided any kind of personal data about the 55 respondents who have provided their personal views about the influencer marketing process. Therefore, it is analyzed that the researcher has used those data only for academic purposes. The researcher has not revealed any of the information to the other organization or other people. For the proper data, the researcher has never forced anyone who is not interested in the research project. Therefore, it can be said that the entire research has maintained the ethical issues of the research project.

3.12. Gantt Chart

[Refer to appendix 2]

3.13. Chapter summary

The chapter is based on the methodology of the research project. The research onion has described different parts of research. The research has included Positivism philosophy because it provides statistical calculations. In order to establish the study, the researcher has included deductive research methods that have helped to analyze the existing theories of the study. With the help of exploratory research design, the research has provided statistical insights into the study.

The research has included 55 customers for the sampling process; therefore, the researcher has used simple random sampling through which every customer has got proper and equal chance during the survey. As it is a survey-based study therefore the researcher has used primary data to analyze the aspects of the research project. Based on the methodology it is identified that the research is under the quantitative data analysis process. Therefore, the study has included SPSS analysis, Correlation analysis, Regression, and descriptive analysis. The project has included data reliability and validity process; it has also maintained proper ethical issues during the research. Here are some limitations that the3 researcher has faced during the research.

Chapter 4: Findings and analysis

4.1 Introduction

This chapter deals with proper accumulation and evaluation of data in the quantitative method using the survey method. In understanding the impact of marketing with influencers in the new start-up organisations the researcher has focused on the graphical representation of the quantitative data gathered with the help of the software called SPSS. The variables of the research topic identified are social media, the trustworthiness of the influencers, and the authenticity of the content and behaviour of the consumers. The relationship between these variables and influencer marketing have been analysed using correlation, descriptive, T test and regression method to gather a deeper conclusion in the end.

4.2 Quantitative analysis

4.2.1 Survey analysis

Q1. What are the factors that needed to be considered while selecting the influencer?

IS Q1. The influencer should be attractive enough to pull down people.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.1: Question 1

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.1: Question 1

(Source: created by the researcher)

IS Q2. The trustworthiness of influencer should be ascertained.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.2: Question 2

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.2: Question 2

(Source: created by the researcher)

IS Q3. Influencer should be familiar with products, so that people can associate the product and influencer positively.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.3: Question 3

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.3: Question 3

(Source: created by the researcher)

IS Q4. Influencer should be selected on basis of age and gender suitable for the product endorsement.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.4: Question 4

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.4: Question 4

(Source: created by the researcher)

Analysis

It is possible to explain from the above survey that there are certain factors which can influence people to buy a product or service in a marketplace. In this context, it has been found from the aforementioned survey that 44 percent people think that influencer for the purpose of marketing needs to be chosen on the basis of gender as well as age in order to product endorsement. In addition to that, it has been identified from the responses of the participants that trustworthiness of the influencer is required. As for this reason, it is likely to elucidate that influencers need to be familiar with the product or service. Around 33 percent of people strongly agree with this. However, 5 people think that attractive influencers are not needed in order to encourage customers to purchase products in the latent marketplace.

Q2. What are the impacts of content authenticity over customer’s attitude towards brand?

CA Q1.The content should match the localized requirement & understanding.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.5: Question 5

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.5: Question 5

(Source: created by the researcher)

CA Q2.Content should be personalized as per the targeted customers.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.6: Question 6

(Source: created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.7: Question 7

(Source: created by the researcher)

CA Q3.Content should be able to grab the emotions of targeted customers.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.7: Question 7

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.7: Question 7

(Source: Created by the researcher)

CA Q4.Content should be able to meet the requirement diversification of approaches.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.8: Question 8

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.8: Question 8

(Source: Created by the researcher)

CA Q5.Co-Creation and trust should be major factor in content creation to impact the customer brand attitude.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.9: Question 9

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.9: Question 9

(Source: Created by the researcher)

CA Q6.Content should provide ethical and honest explanation of the product.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.10: Question 10

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.10: Question 10

(Source: Created by the researcher)

Analysis

It can be evaluated from the above tables, that there are certain impacts of the authenticity of the contents on the attitudes of consumers towards brand. In this aspect, it has been detected that 15 people strongly agree that content of the influencers needs to match with the requirement of local market. On the contrary, 5 people think that trust as well as co-creation is not the essential factors to affect the attitude of consumers towards a brand in the marketplace. In addition to this, it is possible to explain that ethical as well as honest explanation is needed in order to influence consumers in the country. In this regard, 5 people remain neutral.

Q3. What are the effects of social media platform over customer brand attitude?

SMP Q1. Social media used for promotion should be popular.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.11: Question 11

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.11: Question 11

(Source: Created by the researcher)

SMP Q2. Social media should be supportive to all user platforms.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.12: Question 12

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.12: Question 12

(Source: Created by the researcher)

SMP Q3. The applicable social media should be legality.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.13: Question 13

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.13: Question 13

(Source: Created by the researcher)

SMP Q4. Social media should be capable to conduct viral marketing.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.14: Question 14

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.14: Question 14

(Source: Created by the researcher)

Analysis

It has been evaluated that social media has some potential effects on the perception of the customers in the consumer marketplace. In this context, it is required to explicate that 30 people think that social media is one of the popular platforms in order to promote products among target people. It can be stated that 10 people do not agree with the statement in this context. It is necessary to focus on the perception of the target customers in order to promote products or service in the latent marketplace of the country in an effective note.

Q4. What will be the impact of influencer marketing over consumer attitude?

EI Q1. Influencer informs customers regarding usage of the products.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.15: Question 15

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.15: Question 15

(Source: Created by the researcher)

EI Q2. Influencer attracts the customers to focus on products marketed by them.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.16: Question 16

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.16: Question 16

(Source: Created by the researcher)

EI Q3. Influencer can change the attitude of customers towards products positively.

Abbildung in dieser Leseprobe nicht enthalten

Table 4.17: Question 17

(Source: Created by the researcher)

Abbildung in dieser Leseprobe nicht enthalten

Figure 4.17: Question 17

(Source: Created by the researcher)

Analysis

In this aspect, it is said that there are some impacts of marketing with the help of influencers on the attitude of the potential customers in the marketplace. It can be possible to state that 33 percent of people strongly agree that influencers during brand promotion inform customers about the product usage in a detailed note. Moreover, it has been found that 44 percent people strongly agree with that influencers can attract target consumers for focusing on the service or products advertised by the company. In addition to that, it is required to focus on the attitude of the potential customers for increasing the sales of the products n the marketplace.

4.2.2 SPSS Analysis

Descriptive statistics

Abbildung in dieser Leseprobe nicht enthalten

Analysis: Correlation is considered to be one of the most useful and common statistics. A correlation is a single number that is mostly used for describing the degree of relationship between two variables. Here, the statistical method is considered to be powerful tool as it is able to evaluate the relationship among various variables whether dependent or independent. In the above correlation table, the independent variable is marketing campaign of influencer and dependent variables are content authenticity, influencer selection, influencer impact and social marketing platform. The Pearson value of social marketing on influencer campaign is 0.250. As this value is more than 0.0, hence it is known as linear correlation. The pearson value of the above statistical analysis is near to the unit value. As for this it can be possible to explain that the DV as well as IVs are significantly correlated to each other. In addition to that, this table shows that Correlation is significant at the 0.01 level (2-tailed). It means the variables are linearly correlated. Thus, from the entire table, it can be seen that all the variables has a significant effect and hence considered to be important for influencer marketing.

Simple linear Regression analysis

Regression analysis is one of the statistical analyses that help to establish a relationship between dependent as well as independent variables in the research. In this context, the researcher has conducted a regression analysis with the help of SPSS.

Abbildung in dieser Leseprobe nicht enthalten

Analysis: It has been found from the above statistical table that R square value is 0.347 which is significant for this study. It is because; the value of R square is near to the unit value. In this context, it has been identified that regression is 30.435. It helps to describe that influencer marketing is strongly dependent on social media marketing, influencer impacts as well as content authenticity. On the other hand, the coefficients describe the beta value in a systematic manner. In this aspect, it has been detected that beta value of social media platform is 0.538 which is near to the unit value. It describes that there is a significant liaison between DV and IVs of the study. As for this reason, it can be said that there is a positive impacts of social media on the influencer marketing for encouraging the perception of the consumers regarding a brand in the marketplace.

Reliability analysis

Reliability analysis helps to understand whether the collected data set is reliable or not for the study. In this context, reliability tests in SPSS can be conducted.

Abbildung in dieser Leseprobe nicht enthalten

Analysis: In order to measure internal consistency, Cronbach’s alpha can be measured in SPSS for understanding the reliability level of the chosen set of data. In this context, it has been found there are total five items for the reliability analysis. It has been found that the value of Cronbach’s alpha is 0.458. It establishes that the chosen set of data has internal consistency and this is reliable to conduct the study in a collective note. It helps to understand that the dependent variable as well as independent variable is related to each other. In this context, the data set of 45 participants is reliable to conduct the current study in the stated topic effectively.

T-test analysis

T-test helps to analyze hypothesis of the research in a significant note. In this regard, the researcher has formulated two hypotheses at the beginning of the study.

Abbildung in dieser Leseprobe nicht enthalten

Analysis: From the above table, it has been recognized that test value is 0. It indicates that the researcher can accept alternative hypothesis in order to get expected outcomes at the end of the study. In this context, if the value of T is rising, it means the null hypothesis cannot be rejected. In this aspect, 95 percent confidence interval indicates that the researcher can accept alternative hypothesis i.e. H1 for the current study. Moreover, it is required to focus on the value of test in an effective note.

4.3 Summary

This chapter has analysed the quantitative data gathered in the study to fulfil the objective and aim of understanding the impact of influencer system of marketing. The researcher has conducted interviews to gather practical and statistical data to provide a depth to the study. The use the SPSS software helped in understanding the effectiveness of influencer marketing for a start-up brand. Analysis of data helped in understanding a strong relationship between the important factors of social media, content authenticity, and trustworthiness and consumer behaviour in the study. The influence of independent variable on the dependent variable is understood by regression analysis and the descriptive analysis helped in describing the distribution of data from the quantitative survey method.

Chapter 5: Conclusion

5.1 Conclusion

In order to conclude, it can be said that influencer marketing strategy plays an important role for any organization. Apart from that, the study also provided a brief detail about the influencer marketing strategy. Thus, it is inferred from the study that influencer marketing is the strategy that is mainly responsible for identifying the people who have strong influence on the target audience as well as brand’s industry. It is further observed that in an influencer marketing strategy, a brand is responsible for forming partnership with the influencer and in the meanwhile, the influencer is agreeing to expose the audience to the content of a brand. In addition to that, the current study also shows the importance of social media platforms and their effect over the attitude of any consumer. From the entire study, it can also be observed there is a major impact of content authenticity over the customer brand attitude. By making the contents authentic, an organization can earn a huge profit and thus achieves competitive advantage. In the above study, a survey is conducted with the help of SPSS tool which shows how the consumers are responding to various aspects. Thus, on the basis of the SPSS analysis, different kinds of statistical analysis are done in the current study. In this context, the research questions can be answered by linking the gathered data with the objectives of the study in a systematic note. From the information gathered and knowledge developed from the study, it has been found that the success of marketing by influencers does not solely rely upon the popularity of the influencers or the strategy adopted by the brand. It is the communication of the brand, reputation of the brand and the quality of products offered by the organisation that plays an important role. In this chapter, the researcher focuses on the result to link them with objectives to ensure they are fulfilled and provides effective recommendations on the ways start-up companies can improve their marketing system using influencers.

5.2 Linking with objectives

Objective 1: To determine the authenticity of marketing content in case of influencer promotional method

Effective influencer promotional methods required a degree of thoughtfulness and authentic resources in the creation of quality content. Therefore in order to fulfil this objective in the study, the researcher has linked the objective in survey question 2 and 8 and in the literature review. In the digitally evolved market, manipulative technique of developing marketing content not only annoys the customers but also takes away their interest from the product. Therefore even from the information gathered in literature review, it is seen that authentic marketing content, on the other hand, educates and entertains customers. It works effectively to build the trust of the audience and helps in the formation of a loyal and strong relationship with the brand. According to Gan et al. (2019), marketing strategies that genuinely try to serve the customers without any manipulation or shady techniques can be considered as authentic content. Authentic content as per Haapasalmi (2017) can be determined by avoiding self-promotion, involvement of personal touch in the content and by the uniqueness of the content.

Objective 2: To analyze the method of selection of influencer for the promotional impact

This objective to understand the promotional impact of influencer marketing on an organisation has been fulfilled by the researcher in question 3, question 4, question 5 and question 8 of the survey questionnaires. Both the result gathered and in the literature gathered it has been found that the popularity of the influencers can impact positively on the performance of the organisation. According to the study of Dahlqvist & Preiksaite (2018), influencer marketing for a start-up organisation helps to reach a larger audience in the countries. It provides with effective scope to use various social media mediums to improve brand popularity and recognition in the customers. The return on investment can increase significantly because of the rise in customers influence because of influencer marketing system. A company can measure their improvement in ROI by the sales and traffic elements in the market and among the customers. Identification of these methods in the selection of influencers fulfilled the objective of the study.

Objective 3: To determine different platforms used by Influencer and their popularity in promotional aspect

This objective to determine the platforms that would be effective for the promotional aspects of the influencers, the researcher has fulfilled in the survey questionnaire 1 and 10. Even the literature gathered for the study highlighted that different social media platforms have become the most preferred tactics for influencer marketing to connect with the target audience of a brand. Different platforms according to James (2017) are just the tolls that brands and influencers use to amplify their strategies of campaigning and marketing. The common and the most used social media platforms can be considered the best platforms for influencer marketing in the promotional aspect. It helps organisations and start-up brands to attract a large number of audiences which further helps in the improvement of sales rate in the organisation. In the opinion of Zeljko, Jakovic & Strugar (2018) platforms provide extensive data of different influencers. They are screened by the brands for their high-quality engagement with customers and reach. The result evaluated in this study also evaluated similar results as per the literature review. Therefore this objective has been linked and justified with secondary information in the study.

5.3 Recommendations

In this regard, some recommendations can be provided to the start-up firms for using influencer marketing in an effective manner for promoting brands in the marketplace.

Recommendation 1: Developing long term commitments with the influencers

Abbildung in dieser Leseprobe nicht enthalten

Table 5.2.1: Recommendation 1

(Source: Created by researcher)

Recommendation 2: Value and focus on engagement with customers than reaching them

Abbildung in dieser Leseprobe nicht enthalten

Table 5.2.3: Recommendation 3

(Source: Created by researcher)

5.4 Limitations of the study

In the completion of this study, the researcher has faced a number of limitations. The researcher felt that the time allocated for the research was not sufficient to fulfil the requirements of the study effectively. As for this reason, time limitation of the research is considered here. On the other hand, the researcher has felt that the secondary information available were very limited. Additionally, the research skill of the researcher creates another limitation as the study can be conducted in a more effective note within the given time. There were not enough authentic and relevant journals, books and articles available to provide the study with great detail. The researcher does not find adequate reliable as well as authentic information during the research study. Additionally conducting survey took a lot of time and resources in the study and provided with a limited amount of information to contribute to the study.

5.5 Future scope of the study

From the result evaluated in the study, it can be stated that the study is very comprehensive and can be elaborated with the help of more qualitative and quantitative research. Availability of more relevant secondary sources of information would help to contribute more depth and explore further on the research topic. The research widens scope for future study on some other factors of influencer marketing. Some suggested factors are on-brand messaging and content quality and so on can be considered for further study in the future. It would help to analyse the factors affecting marketing campaigns in more detailed and explained manner. Thus, with more availability of resources and time, there is further scope for the study of this research to understand the effectiveness and importance of influencer marketing for start-ups.

Reference

Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180. Retrieved on 17th January, 2020 from: http://modir3-3.ir/article-english/isi311-51551.pdf

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. Retrieved on 7th January, 2020 from: https://fardapaper.ir/mohavaha/uploads/2019/03/Fardapaper-Investigating-the-impact-of-social-media-advertising-features-on-customer-purchase-intention.pdf

Baumöl, U., Hollebeek, L., & Jung, R. (2016). Dynamics of customer interaction on social media platforms. Electronic Markets, 26 (3), 199-202. Retrieved on 14th January, 2020 from: https://link.springer.com/article/10.1007/s12525-016-0227-0

Boehner, K., & DiSalvo, C. (2016, May). Data, design and civics: An exploratory study of civic tech. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 2970-2981). Retrieved from: https://scholar.google.com/scholar?cites=302397717961548101&as_sdt=2005&sciodt=1,5&hl=en

Brunius, C., & Lind, I. (2017). Lowering entry barriers in a digital era: A qualitative study about the Swedish fashion industry’s international expansion with Affiliate Marketing. Retrieved on 13th January, 2020 from:http://www.diva-portal.org/smash/get/diva2:1145401/FULLTEXT01.pdf

Brunsdon, C. (2016). Quantitative methods I: Reproducible research and quantitative geography. Progress in Human Geography, 40(5), 687-696. Retrieved from: https://scholar.google.com/scholar?cites=10713265435656626638&as_sdt=2005&sciodt=1,5&hl=en

Campbell, T. D., & Goldsworthy, J. (2017). Judicial power, democracy and legal positivism. Routledge. Retrieved from: https://scholar.google.com/scholar?cites=7004178083068794909&as_sdt=2005&sciodt=1,5&hl=en

Chiappero-Martinetti, E., Von Jacobi, N., Maestripieri, L., Giroletti, T., Ziegler, R., Van der Linden, M., & van Beers, C. (2018). Primary data collection in case of social innovation: templates for a mixed method, multi-level approach. Retrieved from: https://scholar.google.com/scholar?cluster=15648952057031782932&hl=en&as_sdt=1,5&as_ylo=2016&as_vis=1

Chou, C. M. (2019). Social media characteristics, customer relationship and brand equity. American Journal of Business, 10 (1). 1-12 Retrieved on 11th January, 2020 from: https://www.articlegateway.com/index.php/AJB/article/download/1950/1851

Coll, P., & Micó, J. L. (2019). Influencer Marketing in the Growth Hacking strategy of digital brands. Observatorio (OBS*), 13 (2), 87-105. Retrieved on 17th December, 2019 from: http://www.scielo.mec.pt/scielo.php?script=sci_arttext&pid=S1646-59542019000200005

Dahlqvist, J., & Preiksaite, S. (2018). How competing brands are being communicated through Influencer Marketing: A qualitative study aimed to explore how consumers evaluate an influencer communicating competing brands. Retrieved on 13th January 2020 from: http://www.diva-portal.org/smash/get/diva2:1214730/FULLTEXT01.pdf

Dreyer, N. A., Macedo, A. F., & Velentgas, P. (2019). Primary Data Collection for Pharmacoepidemiology. Pharmacoepidemiology, 342-354. Retrieved from: https://scholar.google.com/scholar?q=related:4ed9OpV_I3UJ:scholar.google.com/&scioq=primary+data+collection&hl=en&as_sdt=1,5&as_ylo=2016&as_vis=1

Egertz, L., Almström, J., & Truong, B. (2019). Influencer marketing: What if everything revolves around the consumer’s self-esteem: A study about the purchasing behaviour of Swedish women in relation to influencer marketing. Retrieved on 11th January, 2020 from: https://hj.diva-portal.org/smash/get/diva2:1320638/FULLTEXT01.pdf

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. Retrieved on 12th January, 2020 from: https://fardapaper.ir/mohavaha/uploads/2017/10/Elements-of-strategic-social-media-marketing.pdf

Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271-282. Retrieved on 9th January, 2020 from: https://www.sciencedirect.com/science/article/pii/S0747563217306489

Gan, T., Wang, S., Liu, M., Song, X., Yao, Y., & Nie, L. (2019, October). Seeking Micro-influencers for Brand Promotion. In Proceedings of the 27th ACM International Conference on Multimedia (pp. 1933-1941). Retrieved on 13th January 2020 from: http://wiredspace.wits.ac.za/bitstream/handle/10539/28575/ETD%20MMSM%20Research%20report%20-%20845471.pdf?sequence=1&isAllowed=y

Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3), 2056305119865475. Retrieved on 10th January 2020 from: https://journals.sagepub.com/doi/pdf/10.1177/2056305119865475

Grinchenko, S., & Shchapova, Y. L. (2020). The deductive approach to Big History’s Singularity. In The 21st Century Singularity and Global Futures (pp. 201-210). Springer, Cham. Retrieved from: https://scholar.google.com/scholar?cites=2323991403394189086&as_sdt=2005&sciodt=1,5&hl=en

Haapasalmi, J. (2017). Advertiser Perception of Influencer Marketing: How do advertisers see the now and the future of influencer marketing in Finland?. Retrieved on 13th January 2020 from: https://www.theseus.fi/bitstream/handle/10024/129464/Janika%20Haapasalmi%20-%20Advertiser%20perception%20of%20influencer%20marketing%202017.pdf?sequence=1

Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M. A., & Sarwar, M. B. (2017). Marketing Management. Head, B, 22., 1-28. Retrieved on 16th January, 2020 from: https://www.academia.edu/download/53306577/MM_Report_To_Print.pdf

He, W., Tian, X., Chen, Y., & Chong, D. (2016). Actionable social media competitive analytics for understanding customer experiences. Journal of Computer Information Systems, 56 (2), 145-155. Retrieved on 10th January, 2020 from: https://www.researchgate.net/profile/Xin_Tian17/publication/301271315_Actionable_Social_Media_Competitive_Analytics_For_Understanding_Customer_Experiences/links/5a24966daca2727dd87e538c/Actionable-Social-Media-Competitive-Analytics-For-Understanding-Customer-Experiences.pdf

Hosseini, S., Ivanov, D., & Dolgui, A. (2019). Review of quantitative methods for supply chain resilience analysis. Transportation Research Part E: Logistics and Transportation Review, 125, 285-307. Retrieved from: https://scholar.google.com/scholar?cites=2361930845169442410&as_sdt=2005&sciodt=1,5&hl=en

James, T. (2017). The Real Sponsors of Social Media: How Internet Influencers Are Escaping FTC Disclosure Laws. Ohio St. Bus. LJ, 11, 61. Retrieved on 12th January 2020 from: https://kb.osu.edu/bitstream/handle/1811/88436/OSBLJ_V11N1_061.pdf?sequence=1

John, A. M. (2019). THE ROLE OF SOCIAL MEDIA INFLUENCERS IN DIGITAL MARKETING ERA-AN ANALYTICAL STUDY. Journal of the Gujarat Research Society, 21 (16s), 125-130. Retrieved on 14th January, 2020 from: http://www.gujaratresearchsociety.in/index.php/JGRS/article/download/2300/1913 jstor.org, 2020. Influencer marketing theory. Retrieved on 17th January, 2020 from: https://www.jstor.org/stable/25593721?seq=1

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60 (3), 325-333. Retrieved on 17th January, 2020 from: https://isidl.com/wp-content/uploads/2017/10/E5023-ISIDL.pdf

Lagrée, P., Cappé, O., Cautis, B., & Maniu, S. (2018). Algorithms for online influencer marketing. ACM Transactions on Knowledge Discovery from Data (TKDD), 13 (1), 1-30. Retrieved on 17th January, 2020 from: https://arxiv.org/pdf/1702.05354

Landqvist, M., & Lind, F. (2019). A start-up embedding in three business network settings–a matter of resource combining. Industrial Marketing Management, 80, 160-171. Retrieved on 12nd January, 2020 from: doi.org/10.1016/j.indmarman.2017.12.005

Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7 (2), 19-36. Retrieved on 7th January, 2020 from: https://www.magscholar.com/ajbr/ajbrv7n2/ajbr170035.pdf

Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19 (1), 58-73. Retrieved on 11th January 2020 from: https://www.tandfonline.com/doi/abs/10.1080/15252019.2018.1533501

Morgenthau, H. J. (2017). Positivism, functionalism, and international law. In The Nature of International Law (pp. 159-184). Routledge. Retrieved from: https://scholar.google.com/scholar?cites=427968959769514821&as_sdt=2005&sciodt=1,5&hl=en

Multiplier.nz, 2020. Marketing campaign roles and responsibilities. Retrieved on 12th January, 2020 from: http://multiplier.nz/marketing-campaign-roles-and-responsibilities/ ncbi.nlm.nih.gov (2020), What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research, Retrieved on 13th January, 2020 from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6901676/

Neves, M. A., & Liljeblad, P. (2017). The sought-after influencer–an explorative study of the influencer marketing practice. Retrieved on 11th January, 2020 from:http://www.diva-portal.org/smash/get/diva2:1212420/FULLTEXT01.pdf

Nguyen, L., Lang, D., van Gessel, N., Beike, A. K., Menges, A., Reski, R., & Roth-Nebelsick, A. (2016). Evolutionary processes as models for exploratory design. In Biomimetic Research for Architecture and Building Construction (pp. 295-318). Springer, Cham. Retrieved from: https://scholar.google.com/scholar?cites=9429363090960283577&as_sdt=2005&sciodt=1,5&hl=en

Pandey, J. (2019). Deductive approach to content analysis. In Qualitative Techniques for Workplace Data Analysis (pp. 145-169). IGI Global. Retrieved from: https://scholar.google.com/scholar?cites=2031748468262713749&as_sdt=2005&sciodt=1,5&hl=en

Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103. Retrieved on 12th December, 2019 from: https://sure.sunderland.ac.uk/id/eprint/6488/3/Marketingstrategies2nd%20Revised%20Manuscript.pdf

Puy, G., Tremblay, N., Gribonval, R., & Vandergheynst, P. (2018). Random sampling of bandlimited signals on graphs. Applied and Computational Harmonic Analysis, 44(2), 446-475. Retrieved from: https://scholar.google.com/scholar?cites=17816419286597484043&as_sdt=2005&sciodt=1,5&hl=en

Sahay, A. (2016). Peeling Saunder's Research Onion. Research Gate, Art, 1-5. Retrieved from:https://www.researchgate.net/profile/Arunaditya_Sahay2/publication/309488459_Peeling_Saunder's_Research_Onion/links/5813283508aedc7d89609ea8/Peeling-Saunders-Research-Onion.pdf

Siddiqui, S., & Singh, T. (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5 (2), 71-75. Retrieved on 10th January, 2020 from: http://www.academia.edu/download/53391796/social_media_1.pdf sweden.se (2020), Swedish market for start up business, Retrieved on 13th January, 2020 from: https://sweden.se/business/how-to-start-up-the-swedish-way/

Thomas, K. (2019). Key opinion leaders supercharged by the internet: paid doctor and patient influencers on social media. BMJ, 365, l2336. Retrieved on 12th January 2020 from: https://www.bmj.com/content/bmj/365/bmj.l2336.full.pdf

Tobin, J. (2018). Influencer marketing is under attack: Six reasons it still works. Forbes. Retrieved from https://www. forbes. com/sites/forbesagencycouncil/2018/06/01/influencer-marketing-is-under-attack-six-reasons-it-still-works. Retrieved on 10th January 2020 from: http://elaveresiu.com/s/Influencer2.pdf

Wang, N., Gao, X., & Li, J. (2018). Random sampling for fast face sketch synthesis. Pattern Recognition, 76, 215-227. Retrieved from: https://scholar.google.com/scholar?cites=11195808932529361329&as_sdt=2005&sciodt=1,5&hl=en

Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26. Retrieved on 17th January, 2020 from: http://www.simaara.com/uploads/doc.pdf

Woods, S. (2016). # Sponsored: The emergence of influencer marketing. Retrieved on 11th January 2020 from: https://trace.tennessee.edu/cgi/viewcontent.cgi?article=3010&context=utk_chanhonoproj

Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15 (3), 188-213. Retrieved on 13th January, 2020 from: https://www.researchgate.net/profile/Min_Xiao2/publication/326702602_Factors_affecting_YouTube_influencer_marketing_credibility_a_heuristic-systematic_model/links/5c36d4f6a6fdccd6b5a05061/Factors-affecting-YouTube-influencer-marketing-credibility-a-heuristic-systematic-model.pdf

Zeljko, D., Jakovic, B., & Strugar, I. (2018). NEW METHODS OF ONLINE ADVERTISING: SOCIAL MEDIA INFLUENCERS. Annals of DAAAM & Proceedings, 29. Retrieved on 14th January 2020 from: http://www.homeworkgain.com/wpcontent/uploads/edd/2019/08/20190611161139marketing_kayla_3.pdf

Zietek, N. (2016). Influencer Marketing: the characteristics and components of fashion influencer marketing. Retrieved on 11th January 2020 from: https://hb.diva-portal.org/smash/get/diva2:972106/FULLTEXT01.pdf

Appendices

Appendix 1: Questionnaire

Abbildung in dieser Leseprobe nicht enthalten

(Source: Created by the researcher)

Appendix 2: Gantt Chart

Abbildung in dieser Leseprobe nicht enthalten

(Source: Created by the researcher)

[...]