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The impact of using “influencers” use in marketing campaigns on Instagram

Togia Panagiota

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Summary

Social media nowadays are an integral part of our daily life. They are a basic means for our communication and also for our social life. Their great development and acceptance in the last twenty years has forced companies to use them to achieve the marketing actions they plan but also to promote their products/services mainly to the new generations. An important type of marketing created through the use of social media by businesses is marketing with the use of influencers. Through this type of marketing, businesses collaborate with well-known influencers in order to promote their products to their followers and to social media users in general. An important question that has been raised in both the academic and the business community is whether this type of marketing has substantial results in the success of each company's marketing actions and in increasing their profits. The aim of this master's thesis is to analyze through the international literature the concepts of traditional and digital marketing as well as the concept of marketing with the use of influencers. Also through the research part of this thesis the aim is to make it clear if the use of influencers in Instagram advertising campaigns have a real and substantial effect on the users of the application. The master's thesis is divided into two main parts a) the theoretical part and b) the research part. The theoretical part consists of 4 chapters with which we try to record the evolution of marketing, the differences between traditional and digital marketing, the types of digital marketing and the advantages and disadvantages it has for businesses. There is also an extensive reference to marketing through social networks, the types of social networks that exist today and the marketing tools they offer. In the last chapter of the theoretical part, an extensive report on the Instagram platform is presented, which you consider the best social networking tool to fulfill the digital marketing strategies of businesses. The digital marketing tools offered by this platform are also mentioned, as well as information on influence marketing through the Instagram platform. In the research part, a survey was conducted that aimed to answer the question of whether and to what extent Instagram users are influenced by the various influencers who promote the products of each company. To carry out the research, data was collected through an electronic questionnaire, which was analyzed and its results were presented in detail in chapter 5. The last chapter of the master's thesis includes the conclusions drawn from the results of this research and possible future extensions.

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