influencer marketing case study pdf

The beauty influencer industry is a crowded space, meaning it can be tricky for brands to break through and achieve ROI. In order to stand out in the crowd, established beauty brands like Olay can leverage Instagram influencer marketing coupled with good old-fashioned cause marketing to share a unique message. 15

This case is an abridged version of the fictionalised case INSTAGRAM INFLUENCER MARKETING: CREATING A WINNING STRATEGY - ISB241, written by Abhishek Rishabh, Doctoral Student at Indian School of Business ... He found numerous studies supporting an interesting trend in influence marketing. Specifically, instead of employing a single big ...

marketing. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. This study examined what strategies have made influencer marketing such a successful public relations tool and how the use of social media has allowed brands and consumers to connect on a ...

7. Society6. 8. GOODFOODS. 1. Nike Air Vapormax. Nike is the world's leader in manufacturing and supplying athletic wear and sports equipment. And in 2017 alone, they generated more than $34 billion globally. But they're not just one of the leading brands in the world; they're also among the top users of influencer marketing.

This research aims to identify important dimensions and sub-dimensions of influencer marketing that influence consumer's purchase intention by expanding on the TPB and social learning theory using a qualitative study. Influencer marketing being a contemporary idea is best suited for a qualitative methodology, since the authors are still ...

influencer marketing from a long-term perspective are missing, apart from Fink et al. (2020), this thesis aims to contribute by adding knowledge to this field (Mediakix, 2021). This thesis will be conducted through a mixed methodology case study, examining the

Quiz's use of influencer content — on its website and social channels — led to a 276% increased time on site, a 23% higher average order value, and a 154% increase in conversion rates, making them one of the great influencer marketing case studies we've seen. You can read it in full here. 3. RIMMEL.

This article explores how and why Starbucks engages online influencers to popularize their products. By looking at Starbucks's corporate communications and the way they deal with journalists, we'll get an idea of why and how influencer marketing works for the company.

INFLUENCER VIDEO ADVERTISING IN TIKTOK. 1. T. ik Tok is among the major online platforms blurring the line between content and commerce. Some creators of TikTok videos, known as influencers, simultaneously entertain their audiences and sell them products. Our research team studied the difference between TikTok influencer video ads that drive ...

Previous studies on influencer marketing m ainly consider influe ncer-consumer fit (Casaló et al. , 2020) or influencer -brand fit (Breves et al. , 2019; Kim & Kim, 2020) separately,

Industry reports have indicated an increase in the use of influencer agencies. The influencer marketing agency Linqia (2019) reported that 86% of brand marketers used influencer marketing in their ...

Vidan and Das (2021) revealed that social media gave birth to influencer marketing, which is 11 times more effective than traditional advertising due to the increased number of internet users.

Evolution of Influencer and Rise of Influencer Marketing Marketing literature has only recently seen the rise of the term influencer. Until date, the word influencer lacks a single theoretical definition. According to Brown and Hayes (2008), influencer marketing is the act of an external person who influences the consumers buying choices.

globally through a thorough analysis of the research and case studies. We also examine the moral and legal issues that arise when cross-cultural influencers work together. This paper offers practical insights for marketers looking to leverage influencer marketing in multicultural settings by examining growing trends and successful initiatives.

Influencer marketing practices in B2B are not as well researched as in B2C, yet industry reports suggest that influencer marketing has the potential to help B2B organisations to develop and maintain relationships with a wide range of stakeholders (Business Insider, 2021 ). Indeed, Thaichon, Liyanaarachchi, Quach, Weaven, and Bu (2020) suggest ...

4.2 Topical perspective. The productivity of topical research in social media influencer marketing has evolved over the years (Fig. 5). Noteworthily, the extant literature on social media influencer marketing has been largely predicated on "communication management", "centrality", and "viral marketing" up to 2018.

Marketing Leaders Agreed that influencer marketing was a high or top priority for their marketing calendar for 2021 More importantly, the INCA survey showed that decision-makers unanimously forecast strong growth in influencer marketing budgets, with at least 50% of respondents indicating a budget hike of 25-36%. 84% Brand Marketers

(Hennes and Mauritz), this case study focuses on how this brand uses social media and especially influencer marketing to promote its brand and gain communication about its brand from our perspective. The main goal here is to address influencer marketing as a more than reliable marketing strategy, especially for fashion brands.

Earned media is the free, favorable publicity gained through promotional efforts as opposed to paid media, which is publicity gained through paid promotion and advertising. 2 Success is also gauged by the increased website traffic, volume of online discussions, and positive sentiment in those discussions.

The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and ...

The case study "Influencer Marketing" by Trend and Warby Parker highlights the potential of influencer content marketing, even when working with a limited budget. The "Wearing Warby" campaign involved influencers wearing Warby Parker glasses during their daily activities, providing a glimpse of the brand's products in use.

In fluencer Marketing Effectiveness. Fine F. Leung , Flora F. Gu , Yiwei Li, Jonathan Z. Zhang, and Robert W. Palmatier. Abstract. In fluencer marketing initiatives require firms to select and ...

Abstract: Influencer marketing has become a well-known and commonly used method in today's social media-driven marketing environment. Influencer marketing and lifestyle branding must be used effectively, which requires an understanding of consumer perceptions. The purpose of this thesis was to examine how Turkish consumers perceive