An exploratory study of the role of the influencers in Prepy’s marketing strategy

Kósa Réka (2023) An exploratory study of the role of the influencers in Prepy’s marketing strategy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The purpose of this paper is to analyze the effectiveness of influencer marketing among potential and existing Prepy customers and the factors contributing to its success. A growing number of brands are using influencer marketing as a tool for online advertising. However, if a brand lacks a sufficiently thorough understanding of its target audience, the platform, and its influencers, it can easily be misused. Influencer marketing’s success can be affected by many conscious and subconscious factors. In order to achieve the best possible results, brands must be aware of these facts  in order to know when and how to use which communication tool. The purpose of this study is to determine how Prepy can maximize the efficiency of its influencer marketing strategy and analyze how it impacts the behavior and decisions of potential and existing customers. Based on several studies, I observed the types of online buyers, the buying process, the right social media strategy (Instagram), the types of influencers, and the qualities an influencer must possess. During my primary research, I conducted an interview with the founder of the brand Prepy, who primarily relies on social media marketing tools. To learn more about Prepy's potential and existing customers' attitudes toward influencer marketing and the conscious and subconscious factors affecting their online purchasing decisions, I also conducted a questionnaire. I conclude with suggestions for Prepy to make their marketing efforts more efficient, based on my results.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, influencer marketing, marketing communication, online advertisement, online buyers, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 18. 15:36
Utolsó módosítás:	2023. Már. 18. 15:36

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