University of Twente Student Theses

Influencer Marketing: collaborations between sport supplement brands and social influencers : Critical success factors from a brand’s perspective for effective revenue streams and cost structures between social influencers and the fitness supplements industry

Bektas, Hakan (2021) Influencer Marketing: collaborations between sport supplement brands and social influencers : Critical success factors from a brand’s perspective for effective revenue streams and cost structures between social influencers and the fitness supplements industry.

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Abstract:	In recent years, influencer marketing has become a popular way to market products to target audiences. Increasingly more companies make use of social influencers in their marketing efforts, as it is believed that these public figures could be more effective and cost efficient compared to celebrities. Possibly due to the follower base being able to better identify themselves with social influencers, with factors such as: admiration, association, aspiration and recognition. The growth of the fitness industry over the last decade has coincided with the introduction of a new job title: social media fitness influencer. Many activities that are performed by these influencers have a positive effect on the purchasing decision of a large variety of their follower base, thus an increase is seen by companies in sales and profits by utilising these influencers in their marketing efforts. Although, regarding academic literature, there is little known about the contributing factors to effective revenue streams and efficient cost structures between sport supplement brands and social influencers. This paper aims to discover the critical success factors of collaborations between these two parties. Relevant theories and concepts are explored and discussed in further detail within this paper to increase the understanding of the proposed research. Firstly, the product-endorser fit, followed by influencer identification and credibility and a short overview of business models, mainly focussing on the revenue streams and cost structures within the collaboration mentioned earlier. Two case studies have been held with exemplary Dutch sport supplement brands that resulted in data within four themes: expectations, obligations, revenue streams and cost structures. The main findings of this paper include, but are not limited to, the importance of credibility and case-by-case shaping of expectations and obligations, due to the difference in posting style and frequency of social influencers within the same industry.
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/86760
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