Date of Award

Spring 2017

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Mary E. Beadle

Abstract

The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it comes to social influencers brand management. The purpose of this essay is to compare two, prominent influencer marketing agencies’ influencers, Socialyte and Influencer Marketing Agency (IMA). A random examination of these agencies influencers and their Instagram posts will be provided to indicate how influencers are managing brands and engaging with audiences. Instagram will be studied in order to determine how relationships between influencers and consumers are advancing due to new features added to the platform increasing interactivity. Research has yet to assess how influencer’s content on Instagram works to manage and provide services to brands in order to gain more intimate relationships with their consumers. In 2017, influencer marketing is essential for brands to be successful when engaging and communicating with their consumers.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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