University of Twente Student Theses


Micro Influencers: The digital marketing future for increasing engagement

Heuvel, B. (2022) Micro Influencers: The digital marketing future for increasing engagement.

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Abstract:Companies are increasingly venturing to influencers to promote their products and brands on social media. Influencers are often described as social media users with a lot of followers. But there are different types of influencers, and their disparities are not only defined by their number of followers. The most important aspect in an influencers commercial viability is engagement. Engagement can be defined as “being involved with someone”. A high level of engagement indicates that the influencer is actively involved with their audience, and their audience with them. Currently, there is no clear understanding of how companies can enhance engagement by using influencers and creating sponsored posts. Previous studies have explored the general principles of influencer marketing, but there is a scarcity of research that focuses on and differentiates the various facets of influencer marketing. As a result, the aim of this study is to gain knowledge on the effects of different types of influencers and sponsored posts on consumer influencer engagement. Keywords: Influencer marketing, micro influencer, consumer influencer engagement, credibility, authenticity, parasocial interaction, Instagram, sponsored posts, social media, advertising.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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