Who are we loyal to?: an exploratory study about how collaborations between influencers and brands impact brand loyalty
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesis
Abstract [en]
Social media has enabled people to interact and establish relationships on online platforms
such as Instagram. Consequently, brands begun to collaborate with influencers on Instagram
in order to reach existing and potential customers on this platform. However, due to
influencers power on Instagram, it has become important for brands to choose the right
influencer and ensure customers’ development of loyalty. Therefore, the purpose of this thesis
is to explore how collaborations between brands and influencers on Instagram impact brand
loyalty and the loyalty towards the influencer.
This thesis was conducted through a qualitative approach, an abductive reasoning and with
the use of a case study on the influencer: Kenza Zuiten Subosic. Three focus groups where
guided by the case study on Kenza and consisted of participants who follow her on Instagram.
The findings show that the match between the brand and influencer, the sharing of trustworthy
posts through custom content, and personality has an impact on brand loyalty and the loyalty
towards the influencer. These findings contribute to marketers who aim to develop customer
loyalty and establish relationships through Instagram. Additionally, this thesis adds original
value to the field of loyalty as previous studies provide limited research on the development
of loyalty through collaborations on Instagram.
Place, publisher, year, edition, pages
2018. , p. 65
Keywords [en]
Loyalty, influencer, collaborations, influence marketing, Instagram, social media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18398OAI: oai:DiVA.org:hkr-18398DiVA, id: diva2:1232842
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
2018-08-142018-07-122018-08-14Bibliographically approved