Infuence Marketing

Ing. Zolbayar Khatanbaatar

Master's thesis

Influence Marketing

Abstract:

The research aims to define primary needs, benefits, drawbacks of influencer marketing, investigate the influencer marketing implementation process from a company perspective, and provide viable recommendations that should improve the company’s marketing performance with an influencer marketing approach. Theoretical Background chapter includes many of the critical and fundamental concepts and theories that will aid in the systematic description of “influencer marketing” as a separate marketing concept. To fulfil the research aim, the review of international case studies and research reports, the review of specific marketing agency (Viral Partners LLC)’s campaign reports, the in-depth interview with Mongolian marketing professionals, and finally customer questionnaire survey are conducted. Needs, benefits, drawbacks, implementation process, current trends, successful strategies of influencer marketing are concluded in the last chapter, along with feasible managerial recommendations.

Abstract:

The research aims to define primary needs, benefits, drawbacks of influencer marketing, investigate the influencer marketing implementation process from a company perspective, and provide viable recommendations that should improve the company’s marketing performance with an influencer marketing approach. Theoretical Background chapter includes many of the critical and fundamental concepts and theories that will aid in the systematic description of “influencer marketing” as a separate marketing concept. To fulfil the research aim, the review of international case studies and research reports, the review of specific marketing agency (Viral Partners LLC)’s campaign reports, the in-depth interview with Mongolian marketing professionals, and finally customer questionnaire survey are conducted. Needs, benefits, drawbacks, implementation process, current trends, successful strategies of influencer marketing are concluded in the last chapter, along with feasible managerial recommendations.

Keywords

Social media marketing, influencer marketing, eWOM, influencers, benefits and drawbacks of influencer marketing, influencer marketing process, influencer marketing trends, influencer marketing strategies

Language used: English

Date on which the thesis was submitted / produced: 17. 5. 2021

Thesis defence

• Date of defence: 25. 6. 2021
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ing. Anida Krajina, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management