Selection, Evaluation and Disclosure strategies : within the pheonomenom influencer marketing

Abstract: Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. Therefore, relevant scholars have suggested that further research on the subject is of highest importance to the society as well as for brand/ company perspectives. The authors of this thesis have therefore focused on the most crucial elements that needs further research within the field of influencer marketing. These elements are elaborated by previous research, however, there are inconsistencies that needs to be reviewed and clarified. Although, influencer marketing requires more research in general, the authors of this thesis have decided to focus on the Swedish market, to understand and display the common strategies used within influencer marketing today, andpotentially foresee future strategies and trends.Inconsistency among previous research exists in terms of influencer selection, influencer evaluation and disclosure strategies. Additionally, there is a further need of elaborating on preferred relationships between brands/ companies and influencers, as well as preferred traits and characteristics brands/ companies seeks within an influencer. Therefore, the research question states; How do decision makers within the field of influencer marketing select andevaluate influencers; andhow are the different disclosure strategies used?Based on theoretical books, scientific articles, and journals the authors of this thesis have chosen suggested approaches to evaluate and analyse the data gathered. The primary data itself was gathered through semi-structured interviews consisting of six respondents. The respondents operate in different industries, but all are decision makers within the field of influencer marketing. For convenience, the authors of this have categorized the respondents based on size of company and whether their main focus are products or services.The findings of the thesis are presented in a model where the most common practices are displayed. The result will provide the reader with cause of action within the quantitative and qualitative approaches one can take. It has been established that qualitative approaches are becoming more common, contributing to a need of a trustworthy evaluation of such subjective approaches. In addition, the model presents the disclosure strategies used by the respondents in this study, hence, providing an understanding of how disclosure can be used to prevent certain issues. Evidence also points at missing opportunities regarding disclosure strategies. Furthermore, influencer characteristics and relationship approaches will be discussed. This thesis provides the most common approaches used by decision makers within the field of influencer marketing, especially when selecting and evaluating influencers. However, there is a need for further research regarding selection and evaluation of qualitative approaches as well as for disclosure strategies.