University of Twente Student Theses


Social media influencer marketing : Collaborations between influencers and companies in the nutritional sector

Serra Olcina, Santiago (2023) Social media influencer marketing : Collaborations between influencers and companies in the nutritional sector.

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Abstract:Social media has now become a big part of our lives, and even though it has created many opportunities like the creation of jobs, it has also created many threats like the sharing of fake information or privacy issues. Since the rise of these platforms, influencer marketing has become a very popular way for companies to market their products, to target audiences and to raise awareness. Increasingly, companies are collaborating with celebrities and/or influencers through the use of social media as it is believed that these public figures will not only reach a higher number of people but it will also be a more effective and cost-efficient way to promote their products. Influencers have the ability to create connections and establish relationships with their followers, something companies take advantage of. This research focuses and examines the influence social media influencer marketing in the nutritional sector has on the purchasing decisions, and the ethical considerations companies and influencers should take into account in order to provide as much information as possible to consumers to allow them to make fully informed decisions over the products they purchase. Relevant concepts and theories are discussed in further detail to increase the reader's understanding on the subject matter, this is then followed by 3 examples of well-known social media influencer campaigns as well as an interpretation on the interviews carried out with customers to get a better understanding of their thoughts and opinions on influencer marketing. The main findings of this paper include, but are not limited to, the importance of influencer-customer relationships and the extent to which influencers can unconsciously impact our purchasing decisions.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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