This paper deals with influencer marketing and how it affects consumer buying behavior. Theoretical basics are explained, how social media marketing came into being and what influencers are in general. Opportunities for companies are highlighted and possible solutions are developed.
Influencers have many thousands of fans and are becoming increasingly important in society. The Internet has become a kind of exchange platform and is highly social nowadays. Our purchasing decisions are based on reviews or recommendations from friends and acquaintances. Social media, and especially influencer marketing, offers companies a completely new way to present and market their products and services.
Table of Contents
1. Introduction
2. Marketing
2.1 Definition of marketing
2.1.1 Origin of marketing
2.1.2 Objectives of marketing
2.2 Definition and development of Social Media Marketing
2.2.1 Influencer Marketing
2.2.2 Types of Influencers
3. Consumer behaviour
3.1 Types of purchasing decisions
3.2 Influence of influencers on purchasing behavior
3.3 Opportunities for companies
3.4 Practical example "NA-KD"
4. Conclusion
5. Bibliography
Objectives and Research Themes
This academic paper examines the evolution and strategic significance of influencer marketing within modern digital landscapes and its specific impact on consumer buying behavior. The research aims to identify how influencer-led communication shapes purchasing decisions and to analyze the opportunities and challenges this presents for companies in competitive markets.
- Theoretical foundations of marketing and social media development
- Classification of influencer types and their roles in consumer opinion formation
- Analysis of different consumer purchasing decision processes
- Evaluation of opportunities for brand awareness and targeted customer engagement
- Case study analysis of the fashion brand "NA-KD" regarding its successful influencer strategy
Excerpt from the Book
3.4 Practical example "NA-KD"
"NA-KD" is an online brand launched in 2015 by Jarno Vanhatapio91 was founded in Sweden and is now one of the twenty fastest growing companies in Europe with 1.8 million followers.92
Through well-known German fashion bloggers such as Caro Daur (Instagram: carodaur) or Farina Opoku (Instagram: novalanalove), the brand also prevailed in Germany and thus gained in large reach.94 The authentic product presentation of the bloggers linked to personalized discount codes of up to 20%, which could be redeemed on the homepage, created the opportunity for NA-KD to make itself popular and establish itself among Instagram users. In order to strengthen the bond between influencers and followers, NA-KD entered into cooperation campaigns with various bloggers. An example of this is fashion blogger Iva Nikolina Juric (Instagram: ivanikolina), who launched her own collection with NA-KD.95
The followers were able to identify with the blogger and feel connected to her, as well as automatically build a bond with the brand. NA-KD had such great success that after a few pop up stores, it opened its first physical store in Frankfurt in October 2018.96 "We want to give our followers the opportunity to get to know NA-KD offline”97 said Magnus Hjörne, Social Merchant and Business to Business Director at NA-KD.
Summary of Chapters
1. Introduction: Presents the rising importance of social media idols and introduces the research focus on how influencer marketing alters consumer behavior.
2. Marketing: Provides the theoretical background of marketing, the shift from seller to buyer markets, and the emergence of social media as a key communication channel.
2.1 Definition of marketing: Discusses the evolution of marketing philosophy and core objectives.
2.1.1 Origin of marketing: Examines historical market phases from production orientation to the current hyper-competition era.
2.1.2 Objectives of marketing: Distinguishes between quantitative and qualitative goals essential for corporate success.
2.2 Definition and development of Social Media Marketing: Explains the impact of Web 2.0 on user interaction and the emergence of social media marketing.
2.2.1 Influencer Marketing: Details the definition of influencers as opinion makers and the strategic goal of influencing consumer perception.
2.2.2 Types of Influencers: Categorizes influencers into Key, Social, and Peer influencers and distinguishes between macro and micro-influencers.
3. Consumer behaviour: Defines consumer behavior and the psychological processes involved in purchasing products.
3.1 Types of purchasing decisions: Outlines four decision types: habitualized, impulsive, limited, and extensive purchases.
3.2 Influence of influencers on purchasing behavior: Presents empirical data on how different age groups are impacted by influencer recommendations.
3.3 Opportunities for companies: Analyzes the benefits of influencer marketing regarding brand awareness, target group precision, and cost-efficiency.
3.4 Practical example "NA-KD": Illustrates the successful application of influencer marketing strategies using the Swedish brand NA-KD as a case study.
4. Conclusion: Summarizes the necessity for companies to adapt to new digital realities and embrace influencer-led trust building.
5. Bibliography: Lists the academic and internet-based sources used throughout the work.
Keywords
Influencer Marketing, Social Media, Consumer Behavior, Purchasing Decisions, Brand Awareness, Digital Marketing, Web 2.0, Target Group, Online Strategy, Brand Authenticity, Marketing Strategy, E-commerce, Customer Engagement, NA-KD, Opinion Leaders
Frequently Asked Questions
What is the core subject of this paper?
The paper explores the rise of influencer marketing and investigates how this strategy affects the purchasing behavior of consumers in the digital age.
What are the primary thematic areas covered?
The study covers the evolution of marketing, the basics of social media marketing, a detailed categorization of influencer types, and the psychological process of consumer decision-making.
What is the main research goal?
The goal is to understand the impact of influencer recommendations on buying decisions and to identify strategic opportunities for companies to leverage these digital relationships.
Which scientific methodology is applied?
The work utilizes a literature-based theoretical analysis combined with an empirical case study approach to evaluate practical applications of the marketing strategies described.
What does the main body of the text cover?
It provides a progression from general marketing definitions and the history of market shifts to the specific role of social media and influencers, followed by an analysis of consumer behavior patterns and a practical business case.
Which keywords characterize the work?
Key terms include Influencer Marketing, Consumer Behavior, Brand Authenticity, Social Media, and Purchasing Decisions.
How do macro and micro-influencers differ in their impact?
Macro-influencers offer a wide reach, whereas micro-influencers provide higher authenticity and engagement levels due to their closer bond with specific niche communities.
Why is the "NA-KD" case study included?
The NA-KD case study serves as a practical example to demonstrate how a brand can effectively use blogger cooperation and personalized discount codes to scale rapidly in a competitive fashion market.
How do consumer purchasing decisions change in the context of influencer marketing?
Influencer marketing often shifts the decision-making process by leveraging trust and emotional bonds, which can help companies transform potential leads into customers more effectively than traditional advertising.
- Quote paper
- Cindy Russmann (Author), 2018, Influencer Marketing and its Impact on Consumer Buying Behavior, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1185293
