CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
PREDICTING THE FUTURE OF INFLUENCER MARKETING: How Public Relations Experts perceive and measure the impacts of Influencer Marketing in their organizations. A Critical Study reflecting the discussions and future thinking of this particular phenomenon
Stockholm University, Faculty of Humanities, Department of Media Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The body of marketing is drastically changing, pushing frontiers in numerous of domains, geographically, behaviourally and strategically with much enhanced technology in an increasingly globalized world. As this phenomenon pushes forward on many fronts, it is worthwhile to ask what will happen in the near future in this field. In today’s society ‘Influencer Marketing’ is known to be an incredibly popular and successful marketing tool, where one might be wondering: What is a plausible future in this area? What are the potential threats and challenges (if any) that we may encounter? What drives Influencer Marketing in organizations and what questions do they have about its impacts and measurements? I am hoping to fulfil this gap with the assistance of Critical Future Studies, Inayatullah (1990,1998) Luke Goode, Michael Godhe (2017,2018) in analysing the various facts and information that are being addressed and most importantly critically assess what is being missed. This Master thesis is a critical study, reflecting the future thinking and strategies relating to Emotional Branding, Danny Brown, Sam Fiorella (2013) made by experts in the fields of Public Relations, using a quantitative content analysis and semi-structured interviews. The chosen methods demonstrate two distinctive results, the content analysis showing a rather positive overview whereas the semi-structured interviews unpack the complexities and challenges in Influencer Marketing and has a negative stance towards its future. Future Studies, is a rigorous branch of study, where unfortunately no one can know for certain what the future holds, however I believe that it is important that we acknowledge values and invite scholars to join this critical dialogue about possible futures and the way we can imagine and discuss the future. The results in this thesis also further demonstrates the necessity in studying this branch of study due to the contradicting answers that are being addressed in the analysis. This thesis also intends to signify that it will not be closure but an encouragement to consider the impetus for a much larger conversation.

Place, publisher, year, edition, pages
2019. , p. 110
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:su:diva-172674OAI: oai:DiVA.org:su-172674DiVA, id: diva2:1349060
Supervisors
Examiners
Available from: 2019-11-08 Created: 2019-09-06 Last updated: 2019-11-08Bibliographically approved

Open Access in DiVA

GUSTAVA BRA MASTER THESIS(948 kB)31 downloads
File information
File name FULLTEXT01.pdfFile size 948 kBChecksum SHA-512
4de611daefd5d093c324afbc46500cc73ba63957e7a224b8d248f11dd3f1c3cfc1c679d238ef364ec1cd24be6532ec8951f88f77429a9d6fdd3715d975788ad7
Type fulltextMimetype application/pdf

By organisation
Department of Media Studies
Humanities and the Arts

Search outside of DiVA

GoogleGoogle Scholar
Total: 31 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 140 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf