The effectiveness of influencer-sponsored ads : brand affinity, purchase intention and the consumer-influencer relationship
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This project aims to study the relationship consumers have with fashion and beauty influencers and examine how women between 18-24 years old experience and respond to influencer advertising. Ten semi-structured interviews were conducted to gather this data. Themes were found from these interviews and takeaways for practitioners were made, including relatability, connection to a brand, curiosity, and transparency. The influencer business is expanding quickly and consumers do not want to become overwhelmed or feel pressured. Consumers do not want to feel as though they are being marketed to; instead, they want to discover things more naturally and without feeling as though they are falling for a trap set by marketing. Consumers appreciate honesty and openness so much so that they would be more interested in a product if an influencer said something unfavorable about it because it shows transparency. Important implications for marketers creating influencer advertising campaigns can be drawn from these observations.
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M.A.