What makes a successful influencer marketing campaign : a study in social media influencer field in fishing, hunting and outdoor niche in Finland and Sweden
Taskila, Joel (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2025073180456
https://urn.fi/URN:NBN:fi-fe2025073180456
Tiivistelmä
This study examines the phenomenon of influencer marketing concentrating on the market of fishing, hunting and outdoor from the influencer perspective. The key focus point of this study is the Finnish and Swedish market, although writer is accepting the role of united European market and international nature of trends in social media and their influence towards market in Finland and Sweden.
The thesis uses qualitative constructive approach to achieve its objectives. Theoretical information was collected from variety of literature sources, online and previous academical studies. Information about the social media influencers and company representatives was collected by semi-constructed qualitative interviews. By combining and cross examining, the gathered academical knowledge and the practical experience-based knowledge the hypothesis of this study was able to be tested, and final conclusions drafted.
This study presents a framework of best practices for creating and monitoring an Influencer campaign: what are the things that marketer should be aware of before starting influencer marketing and what are potential pitfalls and dangers in influencer marketing.
The thesis uses qualitative constructive approach to achieve its objectives. Theoretical information was collected from variety of literature sources, online and previous academical studies. Information about the social media influencers and company representatives was collected by semi-constructed qualitative interviews. By combining and cross examining, the gathered academical knowledge and the practical experience-based knowledge the hypothesis of this study was able to be tested, and final conclusions drafted.
This study presents a framework of best practices for creating and monitoring an Influencer campaign: what are the things that marketer should be aware of before starting influencer marketing and what are potential pitfalls and dangers in influencer marketing.