The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand

Abstract: Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to control brand related discussions on social media can be executed through the use of influencer marketing. The use of influencers is expanding within the fashion industry but the recognition of influencers being a part of a company’s modernized marketing strategy is low. This causes the researchers inquiry to explore this further.    Purpose: The purpose of this research paper is to explore how a company within the fashion industry can use influencer marketing as a part of their integrated marketing communication and how a company can use an influencer to strengthen its brand in view of its brand identity. The study targets the fashion industry in Sweden.    Methodology: In order to fulfil the purpose of the study and to answer the two research questions, a qualitative research approach together with a multi-method approach was adopted. Semi-structured interviews and qualitative email questionnaires were used in the empirical data collection process. The selected participants obtained high knowledge in the field of influencer marketing as well as knowledge within the fashion industry. The participants were selected through convenience sampling.    Conclusion: The empirical study showed that influencer marketing can be used as a part of a company’s IMC by integrating the influencer with the six marketing communication tools. Furthermore, influencer marketing can be incorporated into a company’s IMC as a tool used to partially control eWOM to a desired target audience by speaking positively about a product, service and brand. An influencer can strengthen a brand through laying a foundation for a brand identity and a brand image to cooperate as a unit. It was further found that the influencer should be integrated internally within a brand identity for the purpose of externally communicating the brand identity to the company’s desired target audience. A conceptual model was developed by the researchers with the intention of providing a comprehensive illustration of the answers to the research questions.