Impact of influencer marketing on brand associations
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Journal Title
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Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
67 + 16
Series
Abstract
In the competitive landscape of the audiobook industry, where service offerings and user experiences are often similar across providers, consumer perception of brands becomes a powerful differentiator. Brand associations are formed through various aspects linked to the brand in consumers' memories and play an essential role in shaping consumer behaviour. These associations help consumers in processing information, distinguishing brands from one another, and fostering positive responses and emotions that drive purchases. One way to build these associations is through influencer marketing, which has become a popular marketing method in the recent years. While previous research acknowledges the impact of influencers on brand associations, limited studies focus on how they do it. This thesis aims to uncover how influencers impact the creation of brand associations of consumers. Additionally, the aim of it is to understand what the other aspects are influencing the formation of these perceptions. The empirical qualitative data was collected with semi-structured interviews. The collected data was analysed with thematic analysis method following a theory-driven approach. The study results suggest that influencers shape brand perceptions through personal storytelling, evoking positive and emotional responses. These responses foster the creation of strong, favourable, and unique brand associations that contribute to information processing, differentiation, and building brand equity. Authenticity and relatability are identified as essential elements in influencer content for evoking emotional responses and creating long-lasting brand associations. Additionally, influencers appear to reduce consumers' price sensitivity by creating a strong memory link to a positive emotional response in the consumers' mindsDescription
Thesis advisor
Bhatnagar, KushagraPadhaiskaya, Tatsiana
Keywords
brand associations, influencer marketing, consumer perceptions, brand image