Execution of influencer marketing campaigns on social media

Abstract

This qualitative explorative study was conducted to investigate how businesses can optimize working with influencer. The topic of influencer marketing has been receiving increasing academic attention, however studies have not yet covered various aspects of it. Thus, the purpose of the thesis was to explore how brands can better identify influencers for their influencer marketing campaigns on social media, investigate managerial practices of influencer marketing brands from different industries can apply and identify ways of measuring the success of the influencer marketing campaigns. The study identified the main issues and challenges of influencer marketing and through literature study and qualitative semi-structured interviews with the influencer marketing practitioners discovered ways how to tackle these challenges. The main theoretical and practical application of the thesis is that influencer marketing practitioners should not pay attention only to numerical and tangible things. More focus should be placed on the fit between influencer and the brand as well as on building long-term relationship. The empirical study also advances the understanding of the role of a manager in influencer marketing collaborations. As the result of the study the practical framework with the steps to follow in order to execute influencer marketing campaign on social media was created.