Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

Abstract: Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. The purpose of this study has been to enhance the understanding of how brand love influences men’s perception when exposed to influencer marketing and celebrity endorsement on Instagram. Additionally, the aim was to examine if influencer marketing or celebrity endorsement was most appropriate when marketing brands.    The method for this thesis was a qualitative approach by interviewing men in focus groups. The empirical findings were analyzed together with the literature in order to find thematics. The conclusions from the analysis was men do not experience brand love in the same capacity as the literature describes. However their emotional preferences and connections can still influence how they view brands being marketed on Instagram by an influencer or celebrity endorser. Men tend to trust celebrity endorsement more compared to influencer marketing regardless of gender, as they are viewed as more professional aligned with source credibility. However, the empirical findings showed men do not feel a need for male influencers. A reason why brands need to rethink marketing through endorsers.