THE RISE OF INFLUENCER MARKETING FOR AN ONLINE
BRAND BASED IN CAPE TOWN
Stefan Fyfer
201706387
9802046228086
Damelin Mowbray Campus
2019
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,DECLARATION OF AUTHENTICITY
Plagiarism and Copying
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Plagiarism is the use of other people's work without acknowledging the original work. Plagiarism is stealing somebody’s
intellectual property. It is pretending that someone else’s work is your own. Committing plagiarism is unacceptable to
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How is plagiarism committed?
i) Cutting and pasting from electronic sources or copying from books, magazines, journals, etc. content,
diagrams, tables, phrases & quotations in one’s own document.
ii) Copying from the work of another student.
iii) Allowing a fellow student to copy your work.
iv) Using too many direct quotations
v) Rewriting someone else’s ideas in your own words (paraphrasing) without referencing the source.
How can you avoid plagiarism?
• If you use any secondary sources from books or the Internet while completing your assignments, you need to
reference the original source, otherwise, you will be accused of plagiarism and disciplinary action will be taken
against you by the College.
• Carefully and accurately acknowledge the source that you used to obtain information and ideas from. As you
read, write down the details of the sources. Supply a list of references at the end of your essay, report or
assignment.
• You may talk to other people to help you work through the assignment, as long as the work you submit will be
your own work and not an assignment completed for you by another person, or one that you have copied from
the learning material.
• You are not allowed to copy verbatim (word-for-word) from the learning material and submit this as your own
work. You are not allowed to use the same examples that have been used in the learning material and submit
this as your own work.
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unsupervised, the examiner must be convinced that it is all your own work. For this reason, you must complete the
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Please complete the declaration of authenticity below for all assignments:
DECLARATION OF AUTHENTICITY
I....................................................... ...............................
Full Name & Surname ID number
Hereby declare that the contents of this assignment are entirely my own work.
........................................................ ...........................
Signature Date
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,ABSTRACT
Marketers for brands are constantly searching for next most effective marketing tactic in order to
reach well defined audiences. Social media has proven to be a highly effective platform for brands
to work with when being compared to more traditional marketing methods. Due to the rapid
evolution of social media, social media influencers have grown in numbers and are gaining
popularity by brands for their unique marketing capabilities.
The pursued objective of this thesis is to fully understand how an online brand based in Cape Town
utilises influencer marketing and how it is aligned with their marketing strategy. Research is
conducted on aspects such as the benefits, difficulties, trust, return on investment, limitations,
positive effects on cashflow as well as the distinctiveness of influencer marketing through
Instagram.
During the literature review of this research study a theoretical context on influencer marketing
through instagram will be examined, followed by in-depth interviews on the Veldskoen brand
regarding their involvement with influencer marketing through Instagram.
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, ACKNOWLEDGEMENTS
It gives me great pleasure to express my appreciation to everyone who supported me in the
completion of this thesis, it would not have been possible without the help and dedication of the
people in my surroundings.
I would first and foremost thank Monique Manuel, my thesis supervisor who paved the way from
beginning to end. Monique Manuel was the only person willing to accept my demand for help and
would like to thank her for the time and effort she has put into this thesis, especially for her patient
guidance and useful feedback. I admire her dedication for her profession and students.
Alongside that, I would like to thank the Chief Marketing Officer, the Media Marketing Manager
and the Warehouse Supervisor at Veldskoen for making time for, and participating in the interviews
that were executed in the context of this thesis.
And finally, a word of thanks to my family, particularly my parents, who continuously stood by my
side during the development of this thesis.
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