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Influencer Marketing på blogs

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Studerende: Natalia Maksymiuk Specialet udgør: The phenomenon has not yet been formally defined in academia, nor has there been a common agreement by practitioners on the term and its usage in a variety of contexts. This thesis defines Influencer Marketing and investigates, whether it is a new type of marketing communication. Through a research literature review, commonalities and differences among research on this phenomenon in marketing communications and its definitions add to examine the type of marketing communication. Common for the terms and their role in marketing communication is that a third-party delivers a message, on the behalf of a firm or an organization, on the third-party s social media platform. This thesis examines the ability to capture the phenomenon of Influencer Marketing, through Kotler and Armstrong s traditional communication model. The model is applied through a case study of a famous Danish blog writer, which includes a third-party the blog writera firm and the third-party s social media platform. The application of the model finds that the sender of the message is split into two parts; the firm and the blog writer.

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