UID:
kobvindex_INT0004846
Format:
iv, 5-38 pages :
,
illustrations ;
,
30 x 21 cm.
Content:
MACHINE-GENERATED SUMMARY NOTE:
"Influencer marketing is a highly relevant topic in digital marketing worldwide. It has proven to efficiently gain awareness and drive sales, especially on social media like Instagram. This study explores the influencer marketing campaign strategy on Instagram, looking at influencer’s side in two different countries: Germany and Indonesia. Starting with the introduction of influencer marketing, influencer’s characteristics, and Instagram as the sole platform analyzed in this study; this paper compares the influencer marketing development and national cultures of the two countries. The national culture comparison in this paper is based upon Hofstede's six dimensions, which will be reflected later in a marketing context. Methodological approaches to answer the research questions are elaborated afterward. The implication of the results is later discussed along with the recommendation for future studies surrounding this topic. The conclusion is drawn to point out the differences and similarities between German and Indonesian influencers in their strategies to promote campaigns on Instagram."
Note:
DISSERTATION NOTE: submitted as bachelor thesis in Business Administration, Berlin International University of Applied Sciences, 2020.
,
MACHINE-GENERATED CONTENTS NOTE:
Abstract ii
Table of Contents iii
1. Introduction 5
1.1. General Introduction 5
1.2. Need and Justification for Study 5
1.3. Research Aim 6
1.3.1. Research Objectives 6
1.3.2. Research Questions 6
2. Literature Review 6
2.1. Influencer Marketing 6
2.1.1. Characteristics of Influencers 7
2.1.2. Instagram 8
2.2. Comparison: Germany and Indonesia 10
2.2.1. Statistics 10
2.2.2. Cultural Comparison 11
Power Distance 12
Individualism vs. Collectivism 13
Masculinity vs. Femininity 13
Uncertainty Avoidance 14
Long-term Orientation vs. Short-term Normative Orientation 15
Indulgence vs. Restraint 15
2.3. Influencer Marketing Campaign Strategy 16
2.3.1. Germany 17
2.3.2. Indonesia 18
3. Methodology 20
3.1. Research Strategy 20
3.2. Sample Considerations 20
3.3. Limitations 21
4. Results 21
4.1. Summary of Interviews 21
4.1.1. Influencers’ Backgrounds 21
4.1.2. Campaign Strategy 22
4.2. Instagram Page Observation 24
5. Discussion 25
5.1. Implications 25
5.1.1. Germany 26
5.1.2. Indonesia 27
5.2. Recommendations 29
6. Conclusion 30
References 31
Appendix : Interview Questions 35
Declaration
Language:
English
Keywords:
Academic theses
;
Academic theses
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