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Jasmin Farouq
Former Member
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Farouq
First name
Jasmin
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PublicationManaging Influencer Marketing CooperationsIncreasing fragmentation of media consumption, growing popularity of ad blocking software, declining trust in advertising messages - addressing the consumer is progressively challenging. The growing social media users reflect the massive interest in direct and authentic communication. The phenomenon of rising digital influencers is largely supported by these circumstances. Influencers have built an engaging community and display a close connection to targeted customer segments can help companies with authentic and relevant content. As a result, influencer marketing is strongly changing and shaping corporate marketing strategies. While the number of companies that are gaining experience with influencer marketing is growing steadily, the approach taken by companies is still often characterized by its exploratory nature. At the same time, the analysis of cooperations between influencer and corporations is still nascent in research. Building an understanding of influencer cooperations represents a gap in the application-oriented marketing literature. This dissertation aims to investigate the use, mechanics and structure of influencer cooperations in order to derive recommendations for the management of influencer cooperations. In particular, it explores which factors describe and constitute influencer collaborations, which types of influencer cooperations are currently used and how they differ. Qualitative expert interviews with marketing managers and influencers are conducted to create an empirical basis. Based on this, a quantitative survey with 210 influencers is performed to depict their existing collaborations with corporations. By means of a factor analysis, the relevant factors of influencer collaborations are extracted. Through a cluster analysis, five different types of influencer collaborations are identified and confirmed with a discriminant analysis. The types show that the manifestations of cooperations with influencers can significantly differ - and thus illustrate the importance of a structured and conscious approach and management of influencers and influencer cooperations in corporations.Type: doctoral thesis
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PublicationType: newspaper articleJournal: Marke 41Issue: 3