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Influencer Marketing: Its Influence and Definition in Emerging Markets: A qualitative study based on millennials in the South African market
Dalarna University, School of Culture and Society.
2023 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: The aim of this study was to focus on the phenomenon of influencer marketing by exploring the experiences of influencer marketing influences on millennials in emerging markets. By doing this, the study hopes to add to existing literature.

Method: The study used qualitative research method and conducted semi-structured interviews which took place online between April - May 2023. The author used the thematic analysis in order to analyze the data collected from 9 millennial’s who currently are based in South Africa.

Results: The results found that influencers in the emerging market are defined the same way that they have been defined in existing literature. It also found that the source credibility theory is one of the main foundations that influencer marketing rests on. And further that local influencers were favoured over international influencers by millennials taking part in this study.

Conclusion: The conclusion was that influencers and influencer marketing are a well known marketing strategy even in the emerging market. That millennials have a strong awareness of influencer marketing and use their recommendations with an understanding of who influencers are and what influencers are hired for. Credibility is a major reason for purchase decisions by millennials but the way credibility has been viewed previously under the 3 main headings can be adapted for that of millennials in emerging markets. The study showed that as much as attractiveness, expertise and trustworthiness are important elements, relevance and origin of the influencer plays an important part too in persuading millennials’ purchasing decisions.

Place, publisher, year, edition, pages
2023.
Keywords [en]
influencers; influencer marketing; emerging markets; millennials; purchasing decisions
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-46300OAI: oai:DiVA.org:du-46300DiVA, id: diva2:1774889
Subject / course
Business Administration and Management
Available from: 2023-06-26 Created: 2023-06-26 Last updated: 2023-06-27

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • 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