5.2 New tendencies in the influencer
marketing being perceived more commercialised and from the viewpoint of the followers, it can be less authentic due to the fact that consumer is finding it difficult to separate paid media content from earned media content. However, in the next section, the two significant findings - Strategic Preparations and Brand ambassadors could be used as a guiding tool to prevent that the challenge of critical consumers have an impact on the success of the influencer marketing campaign
Strategic Preparations
The next significant finding indicated that the foundation of a successful influencer marketing strategy is driven by strategic preparations. The strategic preparations are presented in the second part of the analysis which manifests itself in the conceptualised framework. The conceptualised framework presents some managerial implications that are drawn from the main research question, where when investigating the success factors, it was clear that like in other forms of marketing practises, in influencer marketing brands also have to consider some planning tools. When brands conduct some strategic preparations related to e.g. the objectives and evaluation of the campaign, it could to a greater extent resulting in a tailored strategy which could contribute to successful strategic execution.
These practical findings correlate with claims from marketers in the industries who agree that a strategic planning approach is one of the factors that are key to success in influencer marketing (Chen, 2019; “Influencer Marketing Strategy”, 2018). For instance, according to the head of content in a communication agency, Sekjær (2019) state that a strategic approach can lead to “better results and greater trustworthiness” . Sekjær also claims that a strategic approach can minimise some of the disadvantages of influencer marketing which could be avoiding an incongruence between brand and SMI or even fake number of followers. Thus, it can be deduced that findings indicate that strategic preparations are a new tendency in the influencer marketing industry.
Influencer marketing should not be regarded as a static and closed concept. On the contrary, there are several components - academic as well as non-academic, which have an impact on the dynamic system of influencer marketing. As mentioned previously, there is a growing tendency in the influencer industry where consumers are becoming
more critical towards SMI. This makes it important for brands to make some strategic preparations because the strategic approach can present some tools that can create a strong foundation for success. As the conceptualised framework also display, influencer marketing is part of several dynamic processes and phases which together can lead to a successful influencer marketing strategy. Thereby, by supplementing with a conceptualised framework, this current study contributes to the literature with some planning tools that can be considered useful recommendations for brands to take into consideration in their influencer campaign.
Brand Ambassadors
Another significant result is that findings from both the academic and the practical analysis indicate that the use of SMIs as brand ambassadors can be the new tendency in the influencer industry. The finding was unexpected because initially it was not anticipated that brand ambassadors would be considered as important. Nonetheless, all three agencies and the SMIs claimed that there were several benefits with the use of a long-term collaboration. E.g. it can to a greater extent contribute to a natural perceived match between the endorser and the brand (c.f. 4.1.2.). In line with our findings, industries (“5 Influencer” , 2019; “8 Influencer” , 2020; Landers, 2020) share the same perspective and state that the projections for a dominant marketing trend in 2020 are that long-term influencer partnership will be more prevailing in the industry.
As stated at the beginning of the discussion, the influencer marketing industry is evolving and there is a growing tendency of consumers becoming more sceptical and losing trust to SMI. Here, it can be beneficial for marketers to adopt more tactical approaches where a greater level of authenticity can drive SMIs and brands to engage in longer collaborations than before. It has to be emphasised that the collaborative effort is mutual and hence involves effort made by both the influencer and the brand. In addition, MC mentioned that in brand ambassadorship, it is about making the SMI an integral part of the business (c.f. 4.1.2.). This can be done by providing SMI with additional expert knowledge about the product or brand. As we also deduced in the source credibility model, a greater level of knowledge could enhance the credibility of the SMI. Therefore, brand ambassadors can seem more authentic and natural because it shows that the SMI have knowledge about the product. Also, by endorsing the product on an ongoing basis, can contribute to organic e-WOM being generated, which can seem less commercialised
and more authentic as SMI through multiple exposures can show how they believe in the product. Moreover, this makes the SMI an extension of the brand, where brands have the opportunity to tap into the SMI segment. MC also states in the interview that forming a long-term relationship with SMIs can lead to having someone who promotes your brand because they believe in it (Appendix, 3.8.). Therefore, the new tendency of engaging in long-term partnerships with SMI can be a way to leverage organic e-WOM and create a deeper relationship with the consumers.
Lastly, it has to be emphasised that a study conducted by Smith et al. (2018) discussed that the research on brand ambassadors is very limited. From an academic point of view and on the basis of our own study, the significant findings indicate that further study of the topic should be conducted as it is clear that the future of the influencer marketing industry will be embossed by long-term influencer partnerships.
To sum up the discussion above, it can be deduced that some aspect of the analysis aligns with already existing theories and some results add to the literature about influencer marketing. Furthermore, significant findings indicate that the attitude of the consumers have changed in the influencer marketing industry as they are becoming more aware of the fact that SMIs is commercialised. Consequently, this has led to consumers being more sceptical towards SMIs promoting products and this can result in a decline in value regarding influencer marketing. However, findings also indicate that brands have to firstly adopt a strategic approach when conducting an influencer marketing campaign because that to a greater extent can result in success. Furthermore, significant shows that another tendency in the influencer marketing industry focus on brands engaging in a long-term partnership because they can be beneficial for both the brand and the SMI as the long-term collaboration can be perceived more authentic which can regain some of the trust that has been lost.
6
Conclusion
The objective of this thesis has been to investigate the perceived success factors brands had to consider when utilising influencers in an effective influencer marketing strategy.
The findings from the analysis indicate that the effectiveness of an influencer marketing strategy depends not only on different success factors that enhance the persuasive characteristics of the SMI but also on success factors in regard to the planning tools presented in the conceptualised framework.
From the source credibility model, it could be concluded that knowledge and skills were perceived success factors that could have an impact on SMIs being recognised as credible. It could also be concluded that fashion SMIs were regarded as trustworthy, which is another success factor that can enhance the persuasiveness of the marketing message. However, multiple sponsored posts and only producing positive e-WOM of the promoted product can potentially have a negative impact on the effectiveness of the influencer marketing strategy because it affects the SMIs legitimacy as a third-party endorser and thereby their trustworthiness. Therefore, another factor in succeeding in an influencer marketing campaign entails that an appropriate period of time has to pass before some new promotional content is being released by the SMIs. From the source attractiveness model, I could conclude that the attractiveness of the endorser depended on the SMIs ability to be identifiable. Multiple exposures and exposing the consumers to their personal content were also considered success factors as they could generate familiarity, which ultimately made the SMIs more attractive. In a visual niche such as fashion and beauty, the physical appearance of the SMIs is a success factor that made them more likeable. The engagement rate and how products were combined were also considered characteristics that influenced the effectiveness of the SMIs. Findings also showed that the knowledge and skills could have a direct impact on follower’s purchase intention, whereas the attractiveness of the SMIs had a greater influence on consumer attitude. On account of the above, it can be concluded that different elements in the
source effect model function as success factors as they could enhance the persuasiveness of the marketing message by increasing the credibility and attractiveness of the SMIs.
Next, we can conclude in the match-up hypothesis that the perceived match between the fashion influencer and the product/brand that they are endorsing can facilitate an effective influencer marketing strategy because a lack of match can negatively impact the credibility of the SMIs. Image, interests, values and the length of the collaboration can all function as success criteria that can help produce synergy between the endorser and the product or brand.
By including the theory of Para-Social Relationship, we can conclude that the dimen-sionality of friendship and self-disclosure presents different perceived success factors that can simulate interpersonal interaction that foster and enhance para-social relationships with the SMIs. Firstly, an illusion of friendship can be simulated by interacting with the followers through comment, messages, use of personal pronouns and by showing their personal side through Instagram Stories. Next, it could be concluded that self-disclosure creates authentic PSR between the SMI and the followers. Furthermore, authenticity is determined to be a key factor in making the SMIs be perceived as genuine which could reinforce the para-social attachment with the followers. Here, engaging in negative self-disclosure and encouraging followers to self-disclose in return could be contributing factors to an effective influencer marketing strategy.
In the Conceptualised Framework, we could conclude that defining goals, segment, budget; identifying the right influencer; specifying the collaboration; creating the content and evaluating the influencer marketing strategy are all considered practical tools which are also success factors that can drive an effective influencer marketing strategy. Another crucial deduction in the conceptualised framework is that it takes into account that brands perception of success might differ from what is adopted in this master thesis.
The conceptualised framework presents different factors, where if the success of the influencer marketing strategy is based on increased sales, then the premise is to focus on factors that enhance the perceived credibility and natural fit of the endorsement. If the definition of a successful influencer marketing strategy is based on increased loyalty and affinity among the target audience, then the brand should focus on SMI who have a great perceived attractiveness and PSR among their target audience.
From the discussion, it could be concluded that this master thesis is in line with already existing literature and furthermore, likewise, it also adds additional success factors that can enhance the effectiveness of an influencer marketing strategy in the field of influencer marketing. Furthermore, it was concluded that based on the findings in the analysis, a new tendency indicates that consumers are becoming more sceptical towards the influencer marketing strategy. However, findings also indicated that strategic preparations and brand ambassadorship could be key to regain trust by consumers.
Thus, this thesis provides brands with insight regarding success factors they can utilise and monitor to achieve an effective influencer marketing strategy. As consumers are becoming more critical towards brand generated marketing messages, influencer marketing can become an increasingly important marketing approach. Indications shows that consumers might not be interested in being disrupted by brands who are pushing their advertisement on them. However, there is a growing tendency in utilising real people who shows the product in more natural settings. An effective influencer marketing strategy can potentially provide brand awareness, support customers in their buying journey and retain customers in a highly saturated market place. By staying informed and attentive regarding the above mentioned factors, brands could to a greater extent achieve an effective influencer marketing strategy that contributes positively to their bottom line.
7
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