The effectiveness of social media influencers as a marketing tool
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Course
Bedrijfseconomie
Level
VWO / Gymnasium
Social media consumes a considerable amount of time in our daily lives. This makes the platform interesting from a business perspective, as marketing strategists see this development as a marketing opportunity. As media and technology have become more advanced, companies can choose from a wider ran...
The effectiveness of social media influencers as a marketing tool
The effectiveness of social media
influencers as a marketing tool
PWS 2019 – Gigi Emanuels & Kiran Joeglal
,The effectiveness of social media influencers as a marketing tool
Gigi Emanuels & Kiran Joeglal
Under the supervision of Mr L. Oortman
Table of contents
Introduction
Summary
‘What is marketing through social media influencing and how is it relevant in the
present?’;
Why is social media such an appropriate platform for marketing through
influencers and how does the platform contribute to the effectiveness of social
media influencers?’;
‘Why are social media influencers considered an effective marketing tool?’
‘How is effective is social media marketing compared to traditional offline
marketing?’.
Conclusion
Bibliography
Logbook
Transcription interview Campina
PWS 2019 – Gigi Emanuels & Kiran Joeglal
,The effectiveness of social media influencers as a marketing tool
Introduction
Social media consumes a considerable amount of time in our daily lives. This makes the
platform interesting from a business perspective, as marketing strategists see this
development as a marketing opportunity. As media and technology have become more
advanced, companies can choose from a wider range of options to market their products.
The rise of social media has created a new trend in marketing that enables brands to
connect with consumers on a more intimate and organic level. This trend being the use of
social influencers: people who are compensated by companies to show, describe and
review its products and services on social media to encourage consumers to buy them.
Now, you can find people representing companies through branded content on personal
social media accounts, such as Instagram, Snapchat, Twitter, and YouTube. More than
ever, consumers are looking to fellow consumers to inform their purchasing decisions.
We decided to concentrate on this particular topic because of its current relevance and
upsurge. In addition, we ourselves stumble upon various forms of social media marketing
on a daily basis. Therefore, we would like to have a more thorough insight into the
mechanism of this type of marketing. Out of this curiosity, we drew up the following
research question that will likewise be the main focus of this thesis: “By what means are
social media influencers effective as a marketing tool?”.
In order to tackle our main research question, we constructed four sub-questions that
will be worked out in separate body paragraphs. Those sub-questions are:
‘What is marketing through social media influencing and how is it relevant in the
present?’;
Why is social media such an appropriate platform for marketing through
influencers and how does the platform contribute to the effectiveness of social
media influencers?’;
‘Why are social media influencers considered an effective marketing tool?’
‘How is effective is social media marketing compared to traditional offline
marketing?’.
Our research is interesting and relevant because of the fact that marketing on social
media through social media influencers is a relatively recent phenomenon. It is a new
topic which causes it to have a large amount of new developments and vague restrictions
and boundaries that we are intrigued by and that we would like to explore. Besides, we
already witness a lot of marketing on social media and we expect that marketing on social
media, through social influencers in particular, will play a significant role in the future as
well.
Through our research we hope to achieve a clearer understanding of what social media
influencing is, what partnerships between social media influencer are like, why a lot of
companies are switching to social media influencers instead of the traditional offline
PWS 2019 – Gigi Emanuels & Kiran Joeglal
, The effectiveness of social media influencers as a marketing tool
marketing, what social e what their daily tasks consist off, which type of marketing is
more effective and why.
In order to perform our research, we are going to look into already existing literature for
terms, articles and researches that have already been performed regarding our subject. By
doing this we hope to expand our knowledge about the topic. Also, we will visit
“Friesland Campina” and interview their marketing and social media team, in order to
get a better understanding of the way a company makes use of social influencers. Among
other things, we would like to find out what qualities' companies are looking for in a
social media influencer and how the process of a collaboration between the two parties
go down. We will also conduct our very own survey and process the data into statistics.
The survey will contain questions that will give us a clearer understanding of the
effectiveness of social media marketing per age group, and what social media platforms
are popular. All this information will be processed and covered in four body paragraphs
that together will make up the discussion.
In the first body paragraph the sub-question ‘What is marketing through social media
influencing and how is it relevant in the present?’ will be discussed. This sub-question
gives un understanding of what social media influencers are, how social influencers can
be used as a marketing tool and in what way marketing through social media influencers
is practiced. This sub-question is orchestrated to prepare and orientate the reader for the
rest of the paper.
The second body paragraph is on the sub-question ‘Why is social media such an
appropriate platform for marketing through influencers and how does the platform
contribute to the effectiveness of social media influencers?’. The body paragraph explores
all the effective qualities of social influencers that are beneficial to companies for
marketing. Through this sub-question we would like to research why companies consider
social media influencers as an effective marketing tool.
In the third body paragraph the sub-question ‘Why are social media influencers
considered an effective marketing tool?’ will be worked out. In this paragraph, we want to
find out why social media is so useful for companies, focussing on which platform is the
most effective to use for each age group. Therefore, there will be conclusions drawn about
which social media platform is the most used by each age group, the difference between
men and women and what the reasons of this could be.
For our fourth body paragraph on the sub-question, ‘How is effective is social media
marketing compared to traditional offline marketing?’, we will compare and contrast
other more traditional marketing ways to social media influencer marketing. And from
there we hope to have a clear contrast of the effectiveness of social media marketing
compared to other marketing forms.
Finally, we will draw a conclusion from all or body paragraphs to answer our main
question. Our conclusion will also include a reflective statement on our research process.
PWS 2019 – Gigi Emanuels & Kiran Joeglal
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