Celebration of Scholars
#25: The Influencer Impact: An Analysis on Influencer Culture and the Business World
Name:
Giovanna Hernandez
Major: Marketing
Hometown: Hanover Park
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis
Abstract
In the world of social media and marketing, influencers are vastly underestimated. The average influencer can charge brands $100 for every 10,000 followers. However, with new and upcoming influencers emerging every day, the competition for publicity becomes more and more fierce. The purpose of this thesis is to analyze Influencer Culture by unpacking the central relationship between influencers and the business world through four significant concepts: influencer's control over the media and their consumers; brand imaging and representation; the ability to capitalize off of a brand; and the revenue gained through promotions, advertisements, and sponsorships from companies in a wide variety of industries.My data was gathered by studying and analyzing research articles and data tables related to the influencer-brand relationship. I also calculated possible room for growth and opportunity by calculating future predictions and projections for companies/platforms such as Spotify. Additionally, I created a discussion guide featuring a friend and micro-influencer, which helped me gain insights into the behind-the-scenes of sponsorships and brand deals. This paper will also include a detailed prediction of what influencer marketing strategy will look like in the future.
Word of mouth can be thought of as the world's best marketing tool, and these talented individuals are taking that concept to a whole new level while simultaneously expanding their platforms and bank accounts. Influencers have proven themselves to be at the top of the social media food chain and are widely capable of guiding the world of marketing through their knowledge and dedication.
Submit date: March 23, 2022, 10:53 a.m.