The project in five facts.
Challenge, approach and results.
Her diploma thesis focuses on influencer marketing, the impact of influencers on brand awareness and consumers' purchasing decisions, as well as the importance of influencer authenticity and what authenticity actually is. The main purpose of her research was to determine how collaboration between companies and authentic influencers affects the recognition of corporate social responsibility and consumers' purchasing decisions. In the following sections, she analysed the impact of influencers on brand awareness, described the strategies and tactics that influencers use to increase awareness, and presented examples of successful campaigns based on collaboration with influencers. In the results and interpretation of the research, she presented and analysed the collected data and connected them with existing theories and research. In the discussion, she addressed important findings, limitations of the research, and provided suggestions for further research.
Problem
Her diploma thesis focuses on influencer marketing, the impact of influencers on brand awareness and consumers' purchasing decisions, as well as the importance of influencer authenticity and what authenticity actually is. The main purpose of her research was to determine how collaboration between companies and authentic influencers affects the recognition of corporate social responsibility and consumers' purchasing decisions. In the introduction, she described the field of influencer marketing, explained the importance of influencers in modern marketing, and defined the problem she wanted to investigate.
She also set out the objectives and basic propositions of the research and presented the assumptions and limitations she took into account. In the theoretical framework, she then presented the history of influencers in marketing, the definition and role of influencers in marketing, and reviewed previous research on the impact of influencers on brand awareness and consumers' purchasing decisions.
Solution and Method
In the following sections, she analysed the impact of influencers on brand awareness, described the strategies and tactics that influencers use to increase awareness, and presented examples of successful campaigns based on collaboration with influencers. In the next chapter, she then focused on the impact of influencers on consumers' purchasing decisions. The emphasis was on the importance of authenticity and trust in influencers and investigating how they influence consumers' purchasing decisions.
She also determined how influencers affect the choice of brands and products. She then defined influencer authenticity, described the key elements of authenticity, and examined how influencer authenticity affects the formation of a positive brand image and the level of consumer trust in the brand. In the Research Methodology chapter, she described the research methods used.
Results
In the results and interpretation of the research, she presented and analysed the collected data and connected them with existing theories and research. In the discussion, she addressed important findings, limitations of the research, and provided suggestions for further research. In the final chapter, she summarised the main findings and provided concluding thoughts on the role of influencers and their authenticity in increasing brand awareness and influencing consumers' decisions.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.