University of Twente Student Theses
Cost structure and revenue streams in social media collaborations - Cost Structure and Revenue Streams within the Business Model for the Collaboration between Sports Brands and Athlete Influencers – Multiple Exploratory Case Study
Asbroek, M.H.M. (2021) Cost structure and revenue streams in social media collaborations - Cost Structure and Revenue Streams within the Business Model for the Collaboration between Sports Brands and Athlete Influencers – Multiple Exploratory Case Study.
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| Abstract: | This is an exploratory research into the cost structure and revenue streams within the business models of collaborations between Sports brands and Athlete influencers. This research will present 3 separate single-case studies, followed by a cross-case analysis and the data is collected by conducting expert interviews with brand representatives and athlete influencers. The results show that brand awareness and reach are perceived as the most common revenue streams for brands. Feedback from the athlete to use for product development is identified as a revenue stream by the brands as well as the athletes. Sports brands can compensate the athlete influencer financially, a fixed amount plus possible bonuses based on the performance, or per video or post. They could also compensate by giving products to the athlete influencers, the amount can differ per athlete and can be dependent on their reach or potential. Sports brands can also choose to compensate partly financially and partly non-financial. A limitation of this paper is that it draws focus on smaller brands and is not necessarily applicable for larger brands. It is valuable because there is almost no available research on this specific topic, the cost structure, and revenue streams, within influencer marketing. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/86678 |
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